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：二〇年月日On

the

corporate

advertising

cultureAbstract: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

th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，是企业在进行广告运作过程中体现出的一种文化风格。

文化以其诱人的魅力导引着人类走向更加健康的理想之境。社会生活的方方面面无一不处在文化这张无形的巨网笼罩之中。作为人类社会生活现象之一的广告，同样也无法摆脱与文化本身的粘着关系，广告作为一种现代社会的文化现象，作为一种特殊的时代文明，必将以文化为核心向外传播。本文基于广告的文化性，从思想政治教育工作的重要载体-

企业文化在广告宣传中的重要作用人手，针对企业广告文化缺乏内涵、无系统性的问题，研究广告及其文化发展的历史与现状，从企业广告文化与企业形象系统(CIS)宏观和微观双重角度考虑，在企业广告策划中提出利用企业形象系

统(CIS)来整合企业广告的现状，提高企业广告的文化含量，使企业广告坚持正确的文化导向，符合社会价值观及正确人生观的需要，与国际广告业接轨，向CI型、文化型广告发展.

企业广告文化以企业文化为根本，是企业文化的延伸和外在表现，是在企业文化基础上的发展和升华.目前，企业广告文化在欧美各国发展的较为迅速，在我国由于长期被人们所忽视，正面临着变革的选择.市场

经

济

条件下思想政治工作面临新情况，针对企业广告文化需要进一步深化变革，思想政治工作需要新的途径及方法的要求，