數(shù)字媒體專業(yè)外文翻譯

廣西工學(xué)院鹿山學(xué)院畢業(yè)設(shè)計(jì)（論文）外文翻譯（附外文原文）題目：論企業(yè)廣告文化系別：專業(yè)班級(jí)：姓名：學(xué)號(hào)：指導(dǎo)教師：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，至今仍沒有專門的理論進(jìn)行論述。本文就是在此方面所做的嘗試，目的是對(duì)企業(yè)文化理論與現(xiàn)代廣告學(xué)的對(duì)接做出有益的補(bǔ)充并為現(xiàn)代企業(yè)的廣告文化運(yùn)作及思想政治工作提供一些新的思路。本文對(duì)企業(yè)廣告文化的涵義、內(nèi)容、特征、功能進(jìn)行了系統(tǒng)的闡述和分析，通過對(duì)東西方企業(yè)廣告文化差異的比較，分析了中國(guó)企業(yè)廣告文化的現(xiàn)狀及隱優(yōu)，提出了解決企業(yè)廣告策劃與運(yùn)作中存在問題的方法.同時(shí)提出企業(yè)借鑒學(xué)習(xí)廣告文化先進(jìn)國(guó)家的實(shí)踐經(jīng)驗(yàn)時(shí)，要結(jié)合中國(guó)的國(guó)情和企業(yè)實(shí)際，形成有中國(guó)企業(yè)特色的廣告文化.著重闡述了在中國(guó)當(dāng)代企業(yè)，如何策劃和運(yùn)作廣告文化：首先，要以CI為靈魂指導(dǎo)企業(yè)廣告文化的推進(jìn)；其次要實(shí)現(xiàn)企業(yè)廣告文化的整體運(yùn)作，在廣告創(chuàng)作的不同方面實(shí)現(xiàn)CI化，最后對(duì)企業(yè)廣告文化及思想政治教育在廣告中的具體體現(xiàn)形式企業(yè)形象廣告進(jìn)行了進(jìn)一步闡述。

文化與廣告的關(guān)系是眾所周知的，二者不可分割。然而，以往人們較多的把廣告只作為一種宣傳產(chǎn)品的方式提出，使兩者的聯(lián)系僅停留在文化對(duì)于廣告的影響上，而二者整合傳播的思路卻往往被忽略。在本文中把二者作為一個(gè)整體提出，即廣告文化。把文化融人到廣告中，包容于企業(yè)廣告策略中，把廣告文化對(duì)思想政治教育工作的潛在作用作為一項(xiàng)內(nèi)容提出來(lái)，使企業(yè)的廣告具有一種以企業(yè)廣告文化為底蘊(yùn)，以社會(huì)責(zé)任為已任的全新運(yùn)作方式.企業(yè)

廣

告

文化作為企業(yè)思想政治工作與社會(huì)精神文明傳播的載體，是企業(yè)經(jīng)過長(zhǎng)期廣告運(yùn)作，受一定的社會(huì)文化、民族文化、習(xí)俗文化、意識(shí)形態(tài)影響而形成的廣告創(chuàng)作的文化

觀念，是企業(yè)在進(jìn)行廣告運(yùn)作過程中體現(xiàn)出的一種文化風(fēng)格。

文化以其誘人的魅力導(dǎo)引著人類走向更加健康的理想之境。社會(huì)生活的方方面面無(wú)一不處在文化這張無(wú)形的巨網(wǎng)籠罩之中。作為人類社會(huì)生活現(xiàn)象之一的廣告，同樣也無(wú)法擺脫與文化本身的粘著關(guān)系，廣告作為一種現(xiàn)代社會(huì)的文化現(xiàn)象，作為一種特殊的時(shí)代文明，必將以文化為核心向外傳播。本文基于廣告的文化性，從思想政治教育工作的重要載體-

企業(yè)文化在廣告宣傳中的重要作用人手，針對(duì)企業(yè)廣告文化缺乏內(nèi)涵、無(wú)系統(tǒng)性的問題，研究廣告及其文化發(fā)展的歷史與現(xiàn)狀，從企業(yè)廣告文化與企業(yè)形象系統(tǒng)(CIS)宏觀和微觀雙重角度考慮，在企業(yè)廣告策劃中提出利用企業(yè)形象系

統(tǒng)(CIS)來(lái)整合企業(yè)廣告的現(xiàn)狀，提高企業(yè)廣告的文化含量，使企業(yè)廣告堅(jiān)持正確的文化導(dǎo)向，符合社會(huì)價(jià)值觀及正確人生觀的需要，與國(guó)際廣告業(yè)接軌，向CI型、文化型廣告發(fā)展.

企業(yè)廣告文化以企業(yè)文化為根本，是企業(yè)文化的延伸和外在表現(xiàn)，是在企業(yè)文化基礎(chǔ)上的發(fā)展和升華.目前，企業(yè)廣告文化在歐美各國(guó)發(fā)展的較為迅速，在我國(guó)由于長(zhǎng)期被人們所忽視，正面臨著變革的選擇.市場(chǎng)

經(jīng)

濟(jì)

條件下思想政治工作面臨新情況，針對(duì)企業(yè)廣告文化需要進(jìn)一步深化變革，思想政治工作需要新的途徑及方法的要求，