一样的麦当劳 不一样的文化——从麦当劳广告看中西方文化差异  

Same McDonald but Different Cultures——View on the Diverse Culture through the McDonald's Advertisements

作　　者：李洁[1,2] 

机构地区：[1]兰州理工大学外语学院,甘肃兰州730000 [2]甘肃联合大学外语学院,甘肃兰州730000

出　　处：《甘肃联合大学学报（社会科学版）》2012年第1期109-113,共5页Journal of Gansu Lianhe University:Social Sciences

摘　　要：对于许多人来说,麦当劳广告已经成了全世界文化大熔炉的象征。形形色色的麦当劳广告很好地诠释了一个"全球化"的概念:立足本土,放眼世界。正是在这一营销理念的引导下才会在世界的不同地区出现不同的麦当劳广告。究其原因不外乎是在不动摇其品牌的前提下,将麦当劳产品以适应当地文化背景的广告形式迅速融入到当地市场。It is well-known that McDonald＇s advertisements have acted as a melt-pot for the world culture.The concept of ＂globalization＂ has been well elaborated by various McDonald＇s advertisements,that is,based on the local while having a world view.It is under the guide of this marketing concept that different McDonald＇s advertisements emerged in different regions all through the world.By exploring the deep reason,we can find that it is on the condition of conserving its trademark that McDonald＇s advertisements are quickly blended into the local market by the way of adapting the local culture.

关 键 词：麦当劳广告 文化维度 全球化 

分 类 号：G04[文化科学]