《從跨文化視角看後現代廣告及其接受》是2012年對外經濟貿易大學出版社出版書籍，作者是馬 琳。
基本介紹
- 書名：從跨文化視角看後現代廣告及其接受
- 作者：馬 琳
- ISBN：9787566302717
- 定價：37.00
- 出版社：對外經濟貿易大學出版社
- 出版時間：2012.2
圖書信息,內容簡介,圖書目錄,
圖書信息
【書名】:從跨文化視角看後現代廣告及其接受 |
【作者】:馬 琳 著 |
【叢書名】:當代人文學學術文庫 |
【版次/印次】:1/1 |
【出版日期】:2012.2 |
【ISBN】:9787566302717 |
【字數/頁數】:253千字/ |
【開本/紙張】:170mm×228mm/ |
【適用層次】: |
【定價】:37.00 |
內容簡介
Postmodern advertising has become a prominent advertising form and, in recent years,
it has been increasingly used by international companies to appeal to consumers in diff
erent parts of the world. However, despite its currency, extant studies on postmodern a
dvertising are basically in an atheoretical manner; reception study is especially lacking
about how postmodern advertising is actually received by consumers; and there has been
almost no study about how postmodern advertising works internationally. Motivated by the
gap in literature and the growing importance of international advertising markets in the
globalization condition, this project is aimed to systematically study postmodern advertising
and its reception internationally, particularly from a cross-cultural perspective.
it has been increasingly used by international companies to appeal to consumers in diff
erent parts of the world. However, despite its currency, extant studies on postmodern a
dvertising are basically in an atheoretical manner; reception study is especially lacking
about how postmodern advertising is actually received by consumers; and there has been
almost no study about how postmodern advertising works internationally. Motivated by the
gap in literature and the growing importance of international advertising markets in the
globalization condition, this project is aimed to systematically study postmodern advertising
and its reception internationally, particularly from a cross-cultural perspective.
圖書目錄
LIST OF TABLES1
LIST OF ADVERTISEMENTS1
CHAPTER I
INTRODUCTION1
Postmodern Advertising and the Globalization Condition1
Trajectory of the Book7
Definitions9
CHAPTER II
POSTMODERNISM, REPRESENTATION, CONSUMPTION,
AND ADVERTISING13
Postmodernism and the Modern-Postmodern Problematic14
Postmodern Culture, Representation, and Aesthetics22
Jean Francois Lyotard23
Jean Baudrillard25
Frederick Jameson27
Scott Lash28
Postmodern aesthetics31
Postmodernism and Consumer Culture34
Hyperreality38
Fragmentation39
Reversal of production and consumption41
Aestheticization of everyday life42
Postmodernism and Advertising43
CHAPTER III
POSTMODERN ADVERTISING AND ITS RECEPTION47
Defining Postmodern Advertising47
Key Features of Postmodern Advertising49
Appropriation49
Fragmentation55
Self-reflexivity58
Spectacularity63
Postmodern Reading Experience and Advertising Reception Research66
The postmodern reading experience 1—schizophrenic, depthless fascination67
The postmodern reading experience 2—productive, critical deconstruction70
Postmodern advertising reception research74
CHAPTER IV
GLOBALIZATION, CULTURE, AND POSTMODERNISM81
Globalization82
Globalization and Culture: Three Paradigms85
Homogenization87
Differentialism91
Postmodernism95
CHAPTER V
GLOBALIZATION AND ADVERTISING105
Advertising in the Globalization Age: The Standardization
vs. Localization Debate105
Postmodern Advertising and the Global Market112
CHAPTER VI
INTERNATIONAL CONSUMERS IN THE
POSTMODERN-GLOBALIZATION CONDITION119
Postmodern Advertising as a Glocal Strategy—The Target International Consumers121
Cultural capital122
Generation Y in the U.S.127
The Post-1980 Generation in China130
Traditional Cultural Differences between the U.S. and China134
Individualism/collectivism134
High- vs. low-context culture136
Independent vs. interdependent self-construal138
CHAPTER VII
METHOD147
Data Collection149
Projective techniques150
Procedure152
Stimuli selection154
Informants selection157
Data Analysis159
CHAPTER VIII
RECEPTION OF POSTMODERN ADVERTISEMENTS BY
INTERNATIONAL CONSUMERS163
Reading Strategies165
Interpreting appropriation169
Interpreting fragmentation176
Interpreting self-reflexivity182
Interpreting spectacularity189
Brand Meanings and Connotations195
Concluding Remarks201
CHAPTER IX
CONCLUSIONS203
Implications and Contributions204
Limitations and Suggestions for Future Research209
BIBLIOGRAPHY211
APPENDIX A
A1. INSTRUCTIONS FOR DIESEL ADVERTISEMENT235
A2. INSTRUCTIONS FOR LEVI’S ADVERTISEMENT236
A3. INSTRUCTIONS FOR BENETTON ADVERTISEMENT236
APPENDIX B
BACKGROUND QUESTIONNAIRE239
APPENDIX C
INFORMANT DEMOGRAPHICS245
INDEX247
LIST OF ADVERTISEMENTS1
CHAPTER I
INTRODUCTION1
Postmodern Advertising and the Globalization Condition1
Trajectory of the Book7
Definitions9
CHAPTER II
POSTMODERNISM, REPRESENTATION, CONSUMPTION,
AND ADVERTISING13
Postmodernism and the Modern-Postmodern Problematic14
Postmodern Culture, Representation, and Aesthetics22
Jean Francois Lyotard23
Jean Baudrillard25
Frederick Jameson27
Scott Lash28
Postmodern aesthetics31
Postmodernism and Consumer Culture34
Hyperreality38
Fragmentation39
Reversal of production and consumption41
Aestheticization of everyday life42
Postmodernism and Advertising43
CHAPTER III
POSTMODERN ADVERTISING AND ITS RECEPTION47
Defining Postmodern Advertising47
Key Features of Postmodern Advertising49
Appropriation49
Fragmentation55
Self-reflexivity58
Spectacularity63
Postmodern Reading Experience and Advertising Reception Research66
The postmodern reading experience 1—schizophrenic, depthless fascination67
The postmodern reading experience 2—productive, critical deconstruction70
Postmodern advertising reception research74
CHAPTER IV
GLOBALIZATION, CULTURE, AND POSTMODERNISM81
Globalization82
Globalization and Culture: Three Paradigms85
Homogenization87
Differentialism91
Postmodernism95
CHAPTER V
GLOBALIZATION AND ADVERTISING105
Advertising in the Globalization Age: The Standardization
vs. Localization Debate105
Postmodern Advertising and the Global Market112
CHAPTER VI
INTERNATIONAL CONSUMERS IN THE
POSTMODERN-GLOBALIZATION CONDITION119
Postmodern Advertising as a Glocal Strategy—The Target International Consumers121
Cultural capital122
Generation Y in the U.S.127
The Post-1980 Generation in China130
Traditional Cultural Differences between the U.S. and China134
Individualism/collectivism134
High- vs. low-context culture136
Independent vs. interdependent self-construal138
CHAPTER VII
METHOD147
Data Collection149
Projective techniques150
Procedure152
Stimuli selection154
Informants selection157
Data Analysis159
CHAPTER VIII
RECEPTION OF POSTMODERN ADVERTISEMENTS BY
INTERNATIONAL CONSUMERS163
Reading Strategies165
Interpreting appropriation169
Interpreting fragmentation176
Interpreting self-reflexivity182
Interpreting spectacularity189
Brand Meanings and Connotations195
Concluding Remarks201
CHAPTER IX
CONCLUSIONS203
Implications and Contributions204
Limitations and Suggestions for Future Research209
BIBLIOGRAPHY211
APPENDIX A
A1. INSTRUCTIONS FOR DIESEL ADVERTISEMENT235
A2. INSTRUCTIONS FOR LEVI’S ADVERTISEMENT236
A3. INSTRUCTIONS FOR BENETTON ADVERTISEMENT236
APPENDIX B
BACKGROUND QUESTIONNAIRE239
APPENDIX C
INFORMANT DEMOGRAPHICS245
INDEX247
