摘要
关键词：跨文化广告；文化适应性；传播效果；显性适应与隐性适应；个体主义与集体主义
Abstract
In the context of globalization, cross-cultural advertising serves as a crucial medium connecting diverse markets and consumers, with its cultural adaptability and communication effectiveness becoming central issues of academic concern. This study aims to explore the mechanism of cultural adaptability in cross-cultural advertising and its impact on communication effectiveness, revealing how cultural factors influence the acceptance of advertisements and brand cognition through empirical analysis. A mixed-methods approach combining quantitative and qualitative research was adopted. Initially, a hypothesis model was constructed based on Hofstede's cultural dimensions theory, followed by the collection of 1,200 valid samples from respondents in China, the United States, and Japan via questionnaire surveys. Structural equation modeling was then employed for data analysis. The results indicate that cultural adaptability significantly enhances the perceived relevance and emotional resonance of advertisements, thereby strengthening consumer purchase intention and brand loyalty. Moreover, the study finds that consumers from different cultural backgrounds exhibit varying degrees of sensitivity to the cultural adaptability of advertisements, with these differences primarily manifesting along the dimensions of individualism versus collectivism. An innovation of this research lies in its first-time differentiation of cultural adaptability into explicit adaptation and implicit adaptation strategies, validating their applicability across distinct cultural contexts. The primary contribution of this study is the provision of a more targeted cultural adaptability strategy fr amework for advertising practitioners, while also enriching the theoretical foundation of cross-cultural communication and offering scientific support for global marketing practices.
Keywords：Cross-Cultural Advertising; Cultural Adaptation; Communication Effectiveness; Explicit Adaptation And Implicit Adaptation; Individualism And Collectivism
目 录
摘要 I
Abstract II
一、绪论 1
(一) 跨文化广告研究的背景与意义 1
(二) 文化适应性与传播效果的研究现状 1
(三) 研究方法与技术路线 1
二、跨文化广告中的文化适应性分析 2
(一) 文化差异对广告设计的影响 2
(二) 文化适应性的理论基础 3
(三) 跨文化广告的文化适应策略 3
三、跨文化广告的传播效果评估 4
(一) 传播效果的测量指标体系 4
(二) 不同文化背景下受众的反应机制 4
(三) 影响传播效果的关键因素分析 5
四、跨文化广告优化路径探索 5
(一) 基于文化适应性的广告创意改进 5
(二) 提升传播效果的策略研究 6
(三) 实践案例分析与经验总结 7
结 论 8
参考文献 9
