数字媒体专业外文翻译.doc
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数字媒体专业外文翻译.doc
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广西工学院鹿山学院
毕业设计(论文)外文翻译
(附外文原文)
题目:
论企业广告文化
系别:
专业班级:
姓名:
学号:
指导教师:
二〇年月日
On the corporate advertising culture
Abstract:
With the popularization of science and technology and fierce competition in the market, competition among enterprises in the areas of product and promotion gap shrinking, and gradually shifted to the corporate culture and corporate image of the competition. Modern corporate advertising culture as an important part of corporate culture, in promoting the corporate culture, shaping the corporate image at the same time, under the conditions of a market economy created a favorable competitive weapon, but also for ideological and political education for the community to provide a more direct and effective ways and means. This article is from a cultural point of view of manpower, the study of mass media advertising. Culture as the real charm of advertising, once ignored, corporate identity system (CIS) and the integration of corporate advertising culture, as a field so far, no specific discussion of the theory. This article is the attempt made in this regard, the purpose is the theory of corporate culture and the modern science of advertising to make a useful addition to docking and the operation of modern business culture and the ideological and political advertising provide some new ideas. In this paper, the meaning of corporate advertising culture, content, features, functions carried out a systematic description and analysis, corporate advertising through the East-West cultural differences of comparison, analysis of the advertising culture of the status quo of Chinese enterprises and hidden advantages, corporate advertising plan proposed to solve problems with the operation of the method. At the same time that enterprises learn from advertising and cultural experience of advanced countries, in conjunction with China's national conditions and business practice, with Chinese characteristics of corporate advertising culture. Focusing on the contemporary enterprises in China, how to plan and operation of the advertising culture:
First, the CI for the soul of the advertising culture of promoting corporate guidance; Second, to achieve the enterprise's overall operation of the advertising culture, different aspects of the advertising creative implementation of CI, the last of corporate advertising culture and the ideological and political education embodied in the form of advertising in the corporate image advertising for a further elaboration. The relationship between culture and advertising is well known, the two are inseparable. However, the more people in the past only as a promotional advertising products made in such manner so that the two remain in contact only for the impact of advertising on culture, communication and integration between the two ideas are often overlooked. In this article, the two taken as a whole, the advertising culture. Integrated into the culture, advertising, inclusion in the corporate advertising strategy, the advertising culture of ideological and political education as an element in the potential role of raised, so that their ads have a kind of corporate advertising culture heritage, social responsibility to have any new mode of operation. Corporate advertising culture as ideological and political work and social spiritual communication carrier, is advertising business after a long operation, subject to certain socio-cultural, ethnic culture, customs, culture, ideology, influence the formation of the advertising creative cultural values, is the enterprise in course of their advertisements reflect a cultural style. Culture, with its seductive charm guided toward healthier human ideal environment. Social and cultural aspects of life are all in the shadow of this giant invisible among the network. The phenomenon of human social life as one of the ads, the same can not get rid of the sticky relationship with the culture itself, advertising as a cultural phenomenon in modern society, as a special era of civilization, bound to the core culture to spread. Based on the advertising of cultural, ideological and political education from an important carrier - corporate culture important role in advertising, staffing, lack of content for corporate advertising culture, no systemic problems, and cultural development of advertising history and current status , from corporate culture and corporate image advertising system (CIS) point of view of macro-and micro-double, made in the use of corporate advertising corporate image planning in line System (CIS) to integrate the status quo of corporate advertising, and improving the cultural content of advertising, so that the culture of corporate advertising adhere to the correct orientation, in line with social values
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