全球化与文化移植-中美广告对比研究视角下的中国文化变迁 本书特色

     广告是一个社会经济和文化发展的标杆。曾立人编著的《全球化与文化移植——中美广告对比研究视角下的中国文化变迁》从杂志平面广告的视觉文化表征入手，研究全球化对中国文化产生的影响。通过问卷调查，选择了1979—1998年间国内*有影响力的18种杂志，对通过随机抽样选出的262期杂志里的3916幅广告进行了卖点和视觉表征分析。

全球化与文化移植-中美广告对比研究视角下的中国文化变迁 内容简介

     广告是一个社会经济和文化发展的标杆。《全球化与文化移植——中美广告对比研究视角下的中国文化变迁》从杂志平面广告的视觉文化表征入手，研究全球化对中国文化产生的影响。《全球化与文化移植——中美广告对比研究视角下的中国文化变迁》作者曾立人通过问卷调查，选择了1979— 1998年间国内*有影响力的18种杂志，对通过随机抽样选出的262期杂志里的3916幅广告进行了卖点和视觉表征分析。通过与同期美国*有影响的三种杂志随机抽样的1821则同类广告在女性描绘、权力距离、集体／个体取向等方面数据的对比，发现在改革开放后的20年间，全球化仅造成了部分文化移植：在广告的技术制作、专业标准和部分卖点上，中国的广告不断向美国广告靠拢，但是在广告的深层次文化理念和文化表征上没有显著变化。作者在此基础上还提出了中西方文化不同的信息传播模型。

全球化与文化移植-中美广告对比研究视角下的中国文化变迁 目录

1 introduction 1.1 goals of the book 1.2 theoretical reaso for country and time period selection 1.2.1 pragmatic and peonal reaso 1.2.2 selection of time period 1.3 problem statement2 literature review 2.1 theories of globalization 2.1.1 the modernization pepective 2.1-2 the dependency pepective 2.1.3 the world-system pepective 2.1.4 globalization 2.1.5 cultural dependency and cultural-media imperialism 2.2 theories of intercultural communication 2.2.1 culture defined 2.2.2 hofstede's four dimeio 2.2.3 time perception 2.2.4 hall's context framework 2.2.5 yum's in- and out-group differentiation 2.2.6 bertein's "elaborated" and "restricted" codes 2.3 culture and advertising 2.3.1 the critics of advertising 2.3.2 the advocates of advertising 2.3.3 an interactive model of advertising, society and culture 2.4 methods for analyzing advertisements 2.4.1 content analysis as a research method 2.4.2 semiotics as a research method 2.4.3 the semiotic system of advertisements 2.4.4 dyer's three-level advertisement analysis framework 2.4.5 leiss et al.'s basic advertising format framework 2.4.6 interactive meaning framework3 hypotheses and significance of the study 3.1 format analysis hypotheses 3.2 socio-cultural and ideological analysis hypotheses 3.2.1 cultural appeals 3.2.2 ideological analysis 3.3 hypothesis on the impact of globalization 3.4 methodological contribution 3.5 contributio to theory-building in different areas4 research methodology 4.1 general design 4.2 magazine selection 4.3 sampling scheme 4.4 data collection 4.5 measurement itrument and coding procedures 4.6 reliability tests5 results 5.1 format analysis 5.1.1 number of ads in each magazine issue 5.1.2 layout size of each ad 5.1.3 pictorial/text ad ratio 5.1.4 basic advertising format 5.2 cultural appeals 5.3 ideological analysis 5.3.1 depiction of women 5.3.2 minority depiction 5.3.3 contact 5.3.4 social distance 5.3.5 attitude 5.3.6 modality6 conclusio and discussio 6.1 format analysis and implicatio 6.2 cultural analysis results and implicatio 6.3 ideological analysis results and implicatio 6.3.1 depiction of women 6.3.2 depiction of minorities and westerne 6.4 implicatio on trafer of media professionalism andglobalization 6.5 limitatio of the study and suggestio for future research 6.6 communication, culture and society: a new model 6.6.1 two basic modes of intercultural communication 6.6.2 a bimodal model of intercultural communicationappendix a: magazine titles and frequencies nominated byintervieweesappendix b: matrix of nominated magazines and categoriesappendix c: list of magazines sampled:appendix d: advertisement survey statistics recording sheetappendix e: shooting itructioappendix f: photographing record sheetappendix g: coding bookappendix h: examples of chinese ads in each categoryreferences

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