数字媒体专业外文翻译

广西工学院鹿山学院广西工学院鹿山学院 毕业设计 论文 外文翻译毕业设计 论文 外文翻译 附外文原文 附外文原文 题 目 论企业广告文化论企业广告文化 系 别 专业班级 姓 名 学 号 指导教师 二 年 月 日 On the corporate advertising culture Abstract With the popularization of science and technology and fierce competition in the m arket competition among enterprises in the areas of product and promotion gap shrinking a nd gradually shifted to the corporate culture and corporate image of the competition Moder n corporate advertising culture as an important part of corporate culture in promoting the c orporate culture shaping the corporate image at the same time under the conditions of a ma rket economy created a favorable competitive weapon but also for ideological and politica l 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 t he 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 s ome new ideas In this paper the meaning of corporate advertising culture content features functions carried out a systematic description and analysis corporate advertising through th e East West cultural differences of comparison analysis of the advertising culture of the status qu o of Chinese enterprises and hidden advantages corporate advertising plan proposed to sol ve 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 natio nal conditions and business practice with Chinese characteristics of corporate advertising c ulture 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 corpor ate 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 adv ertising culture and the ideological and political education embodied in the form of advertis ing in the corporate image advertising for a further elaboration The relationship between c ulture 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 re main in contact only for the impact of advertising on culture communication and integratio n 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 advert ising 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 her itage social responsibility to have any new mode of operation Corporate advertising cultur e 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 advertisin g creative cultural values is the enterprise in course of their advertisements reflect a cultura l 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 net work The phenomenon of human social life as one of the ads the same can not get rid of th e 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 ad vertising of cultural ideological and political education from an important carrier corporate culture important role in advertising staffing lack of content for corporate adver tising culture no systemic problems and cultural development of advertising history and cu rrent 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 i n line with social values and the correct outlook on life needs with the international adverti sing industry standards the CI based culture based advertising development Corporate advertising culture in corporate culture as the fo undation is an extension of the corporate culture and external performance corporate cultu re is based on the development and sublimation Currently corporate advertising culture in the United States and Europe more rapid development in China due to the long overlooked by people is facing a change of choice Market economy is facing a new ideological and po litical work under the conditions required for the further deepening of corporate advertising culture change ideological and political work require new ways and methods this paper att empts to propose some new ideas to solve the problem hoping to corporate advertising cult ure and ideology political workers have been helpful Cultural theory of corporate advertisi ng and corporate image docking system the operation of CI method of advertising is a new attempt to put forward their theory building and practice also are in a stage of continuous i mprovement and wealth but also in practice continue to explore Francisco Linan Published online 22 April 2008 Springer Science Busines 论企业广告文化 摘要 随着科技的普及和市场竞争的激烈 企业间竞争在产品和促销领域的差距日 益缩小 而逐渐转移为企业文化与企业形象的竞争 现代企业广告文化作为企业文 化的重要内容 在宣传企业文化 塑造企业形象的同时 为市场经济条件下企业竞 争创造了有利的武器 也为思想政治教育工作面向社会提供了更为直接有效的方法 和途径 本文正是从文化角度人手 对大众传媒广告进行的探讨 文化作为企业广 告的真正魅力所在 曾一度被忽视 企业形象系统 CIS 与企业广告文化的整合 作 为一领域 至今仍没有专门的理论进行论述 本文就是在此方面所做的尝试 目的 是对企业文化理论与现代广告学的对接做出有益的补充并为现代企业的广告文化运 作及思想政治工作提供一些新的思路 本文对企业广告文化的涵义 内容 特征 功能进行了系统的阐述和分析 通过对东西方企业广告文化差异的比较 分析了中 国企业广告文化的现状及隐优 提出了解决企业广告策划与运作中存在问题的方法 同时提出企业借鉴学习广告文化先进国家的实践经验时 要结合中国的国情和企业 实际 形成有中国企业特色的广告文化 着重阐述了在中国当代企业 如何策划和运 作广告文化 首先 要以 CI 为灵魂指导企业广告文化的推进 其次要实现企业广告 文化的整体运作 在广告创作的不同方面实现 CI 化 最后对企业广告文化及思想政 治教育在广告中的具体体现形式企业形象广告进行了进一步阐述 文化与广告的 关系是众所周知的 二者不可分割 然而 以往人们较多的把广告只作为一种宣传 产品的方式提出 使两者的联系仅停留在文化对于广告的影响上 而二者整合传播 的思路却往往被忽略 在本文中把二者作为一个整体提出 即广告文化 把文化融 人到广告中 包容于企业广告策略中 把广告文化对思想政治教育工作的潜在作用 作为一项内容提出来 使企业的广告具有一种以企业广告文化为底蕴 以社会责任 为已任的全新运作方式 企业 广 告 文化作为企业思想政治工作与社会精神文明传播