广告文化传播论文提纲

论文题目：Glocalization in Intecultural Communication of Advertising-a Cultural Analysis of Pepsico International Advertising in C

摘要：全球经济的飞速增长加速了经济一体化的进程，从而在深度和广度上促进了跨文化传播的发展。全球化在影响人们生活方方面面和细分了市场的同时，也让我们接受了外国的经济形式。于是跨国企业应运而生。为了其在海外市场的生存和繁荣，跨国企业借助跨文化广告这一有效手段提升其品牌形象。但是文化的介入使跨国广告人不仅要考虑广告的经济因素，同时也要考虑广告的文化因素。美国作为经济全球化和世界经济的主导者，在跨文化传播中发挥了重要作用。不同的广告策略在不同的文化背景下会深刻影响产品的销售情况，从而影响全球品牌的知名度。百事集团是世界第二大食品饮料生产商，在全世界拥有一百多家子公司。本论文采用内容分析的定性研究方法，以详尽可能模式和文化适应理论为依据，探索跨文化品牌的全球本土化之路。通过分析百事集团广告案例指出成功的跨文化广告应当做到全球本土化。

关键词：全球本土化;跨文化广告;跨文化传播;百事集团

学科专业：外国语言学及应用语言学

ACKNOWLEDGEMENTSABSTRACT摘要CONTENTSCHAPTER I INTRODUCTION

1.1 Background of the Study

1.2 Purpose of the Study

1.3 Structure of the StudyCHAPTER II LITERATURE REVIEW

2.1 Studies on the Role of Glocalization in Intercultural communication

2.2 Studies on Elaboration Likelihood Model and Cultural Adaptation Orientation

2.3 Studies on the Advertising Strategies for Multinationals in ChinaCHAPTER III THEORETICAL FRAMEWORK

3.1 Elaboration Likelihood Model

3.1.l The Central Route

3.1.2 The Peripheral Route

3.2 Acculturation OrientationCHAPTERⅣ PEPSICO’S INTERNATIONAL ADVERTISING IN CHINA

4.1 Globalization in PepsiCo’s International Advertising

4.1.1 The Endorsement of International Superstars

4.1.2 The Advocacy of Universal Values

4.2 Localization in PepsiCo’s International Advertising

4.2.1 The Endorsement of Chinese Spokesperson

4.2.2 The Employment of Typical Chinese Symbols and Images

4.2.3 The Adaptation to the Traditional Values of China

4.2.4 The Focus on Great Events in ChinaCHAPTERⅤ IMPLICATIONS FOR CHINESE BRANDS

5.1 Think Globally

5.2 Act LocallyCHAPTER Ⅵ CONCLUSION

6.1 Conclusion

6.2 Limitations and Implication for Future ResearchWORKS CITED