数字媒体专业外文翻译

.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 年 月 日OnthecorporateadvertisingcultureAbstract:Withthepopularizationofscienceandtechnologyandfiercecompetitioninthemarket,competitionamongenterprisesintheareasofproductandpromotiongapshrinking,andgraduallyshiftedtothecorporatecultureandcorporateimageofthecompetition.Moderncorporateadvertisingcultureasanimportantpartofcorporateculture,inpromotingthecorporateculture,shapingthecorporateimageatthesametime,undertheconditionsofamarketeconomycreatedafavorablecompetitiveweapon,butalsoforideologicalandpoliticaleducationforthecommunitytoprovideamoredirectandeffectivewaysandmeans.Thisarticleisfromaculturalpointofviewofmanpower,thestudyofmassmediaadvertising.Cultureastherealcharmofadvertising,onceignored,corporateidentitysystem(CIS)andtheintegrationofcorporateadvertisingculture,asafieldsofar,nospecificdiscussionofthetheory.Thisarticleistheattemptmadeinthisregard,thepurposeisthetheoryofcorporatecultureandthemodernscienceofadvertisingtomakeausefuladditiontodockingandtheoperationofmodernbusinesscultureandtheideologicalandpoliticaladvertisingprovidesomenewideas.Inthispaper,themeaningofcorporateadvertisingculture,content,features,functionscarriedoutasystematicdescriptionandanalysis,corporateadvertisingthroughtheEast-Westculturaldifferencesofcomparison,analysisoftheadvertisingcultureofthestatusquoofChineseenterprisesandhiddenadvantages,corporateadvertisingplanproposedtosolveproblemswiththeoperationofthemethod.Atthesametimethatenterpriseslearnfromadvertisingandculturalexperienceofadvancedcountries,inconjunctionwithChinasnationalconditionsandbusinesspractice,withChinesecharacteristicsofcorporateadvertisingculture.FocusingonthecontemporaryenterprisesinChina,howtoplanandoperationoftheadvertisingculture:First,theCIforthesouloftheadvertisingcultureofpromotingcorporateguidance;Second,toachievetheenterprisesoveralloperationoftheadvertisingculture,differentaspectsoftheadvertisingcreativeimplementationofCI,thelastofcorporateadvertisingcultureandtheideologicalandpoliticaleducationembodiedintheformofadvertisinginthecorporateimageadvertisingforafurtherelaboration.Therelationshipbetweencultureandadvertisingiswellknown,thetwoareinseparable.However,themorepeopleinthepastonlyasapromotionaladvertisingproductsmadeinsuchmannersothatthetworemainincontactonlyfortheimpactofadvertisingonculture,communicationandintegrationbetweenthetwoideasareoftenoverlooked.Inthisarticle,thetwotakenasawhole,theadvertisingculture.Integratedintotheculture,advertising,inclusioninthecorporateadvertisingstrategy,theadvertisingcultureofideologicalandpoliticaleducationasanelementinthepotentialroleofraised,sothattheiradshaveakindofcorporateadvertisingcultureheritage,socialresponsibilitytohaveanynewmodeofoperation.Corporateadvertisingcultureasideologicalandpoliticalworkandsocialspiritualcommunicationcarrier,isadvertisingbusinessafteralongoperation,subjecttocertainsocio-cultural,ethnicculture,customs,culture,ideology,influencetheformationoftheadvertisingcreativeculturalvalues,istheenterpriseincourseoftheiradvertisementsreflectaculturalstyle.Culture,withitsseductivecharmguidedtowardhealthierhumanidealenvironment.Socialandculturalaspectsoflifeareallintheshadowofthisgiantinvisibleamongthenetwork.Thephenomenonofhumansociallifeasoneoftheads,thesamecannotgetridofthestickyrelationshipwiththecultureitself,advertisingasaculturalphenomenoninmodernsociety,asaspecialeraofcivilization,boundtothecoreculturetospread.Basedontheadvertisingofcultural,ideologicalandpoliticaleducationfromanimportantcarrier-corporatecultureimportantroleinadvertising,staffing,lackofcontentforcorporateadvertisingculture,nosystemicproblems,andculturaldevelopmentofadvertisinghistoryandcurrentstatus,fromcorporatecultureandcorporateimageadvertisingsystem(CIS)pointofviewofmacro-andmicro-double,madeintheuseofcorporateadvertisingcorporateimageplanninginlineSystem(CIS)tointegratethestatusquoofcorporateadvertising,andimprovingtheculturalcontentofadvertising,sothatthecultureofcorporateadvertisingadheretothecorrectorientation,inlinewithsocialvaluesandthecorrectoutlookonlifeneeds,withtheinternationaladvertisingindustrystandards,theCI-based,culture-basedadvertisingdevelopment.Corporateadvertisingcultureincorporatecultureasthefoundation,isanextensionofthecorporatecultureandexternalperformance,corporatecultureisbasedonthedevelopmentandsublimation.Currently,corporateadvertisingcultureintheUnitedStatesandEuropemorerapiddevelopmentinChinaduetothelongoverlookedbypeople,isfacingachangeofchoice.Marketeconomyisfacinganewideologicalandpoliticalworkundertheconditionsrequiredforthefurtherdeepeningofcorporateadvertisingculturechange,ideologicalandpoliticalworkrequirenewwaysandmethods,thispaperattemptstoproposesomenewideastosolvetheproblem,hopingtocorporateadvertisingcultureandideologypoliticalworkershavebeenhelpful.Culturaltheoryofcorporateadvertisingandcorporateimagedockingsystem,theoperationofCImethodofadvertisingisanewattempttoputforwardtheirtheorybuildingandpracticealsoareinastageofcontinuousimprovementandwealth,butalsoinpractice,continuetoexplore.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的载体，是企业经过长期广告运作，受一定的社会文化、民族文化、习俗文化、意识形态影响而形成的广告创作的文化 观念，是企业