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西方广告与文化人类学的结合日益紧密,本文基于国际权威的广告学期刊中的30篇代表性文献,对西方广告与文化人类学发展的现状做出概括性总结。广告研究中的人类学视角历史并不长,对文化人类学的运用相对较晚。本文认为,跨文化的商业趋势是二者结合的文化因素,新媒体的出现为二者结合提供了技术背景。同时,由于文化人类学的跨文化视角和整体性视角,及其对亚文化、少数群体的关注,其研究结果使广告研究主题更加丰富、视野开阔,人类学经典的研究方法也被广泛运用到广告研究中。
The combination of western advertising and cultural anthropology is increasingly close. Based on 30 representative literatures in international authoritative advertising periodicals, this article summarizes the current status of Western advertising and cultural anthropology. The history of anthropology in advertising research is not long history, and the application of cultural anthropology is relatively late. This paper argues that the cross-cultural business trend is the combination of the two cultural factors, the emergence of new media for the combination of the two provided a technical background. At the same time, due to the intercultural and holistic perspectives of cultural anthropology and its focus on subcultures and minorities, the findings of the research have enriched the theme of advertising research and broadened its horizons. The research methods of anthropological classics have also been widely applied Advertising research.