东西方不同文化思维方式对广告说服的影响：一个至下而上的脉络建构与验证

China is now on the way to becoming a strong economy. During the economic transition, China aims to foster world-class brands. Advertising plays an important role in the process of Chinese brands going global. Asians and Westerners think so differently that it affects the persuasion of various display ad formats. Previous cross-cultural advertising studies mostly use top-down approach, which provides hypotheses based on Hofstede's cultural dimensions and recent development in cross-cultural psychology and then tests them. However, there are always the 'etic' and 'emic' perpectives and the corresponding issue of equivalence in cross-cultural assessment. This project combines qualitative with quantitative method, and plans to slove the puzzle with a bottom-up approach. By designating an interpretative and transpositional procedure to American and Chinese readers (to read large numbers of TV commercials from both countries), the multimodal analysis by semiotics experts, and the depth interviews of global advertising agencies and Chinese companies with overseas branches, the authors seek to re-contextualize and rephrase the master-narratives of two opposing cultures under the cross-cultural communication context. Finally, the authors will use culture-sensitive materials from qualitative study together with their related cultural contexts to do a holistic experiment and validate the contextual construction for both cultures. The outcome of this project will be a guide of advertising strategies for Chinese companies entering Western markets and helps to build Chinese world-class brands. This project will make great contributions to cross-cultural advertising and cross-cultural consumer behavior theories. The study might also explore a new research paradigm in cross-cultural study.

中国从经济大国走向经济强国，必须完成经济转型，培育出一批世界名牌。广告在中国品牌走向世界的过程中将扮演重要角色。东西方消费者具有不同的文化思维方式，影响到不同广告表现方式的说服效果。目前跨文化广告研究都是自上而下的，基于Hofstede的文化五维度和跨文化心理学的新进展提出假设进而验证。然而，跨文化研究领域一直存在"主位"与"客位"视角及由之引起的文化测量的对等性之争。本项目结合定性定量研究方法，至下而上尝试破解这一难题，通过中美读者对两国电视广告的换位诠释、符号学专家对东西方广告的多模态分析、跨国广告公司和中国进军海外企业的深度访谈三条具体路径，建构出跨文化传播背景下不同的文化思维脉络，而后将文化敏感的材料及其相连的文化思维脉络进行整体的跨文化实验比较，再予以验证。通过系统的比较与验证，并用以指导中国企业欧美市场的广告策略，才有助于打造出中国的世界名牌。本项目将对跨文化广告、跨文化消费者行为理论做出新的贡献，亦有可能在跨文化比较的研究范式方面探索出一条新路。

中国从经济大国走向经济强国，必须完成经济转型，培育出一批世界名牌。广告在中国品牌走向世界的过程中将扮演重要角色。东西方消费者具有不同的文化思维方式，影响到不同广告表现方式的说服效果。目前跨文化广告研究都是自上而下的，基于Hofstede的文化五维度和跨文化心理学的新进展提出假设进而验证。然而，跨文化研究领域一直存在“主位”与“客位”视角及由之引起的文化测量的对等性之争。本项目结合定性定量研究方法，至下而上尝试破解这一难题，先通过中美读者对大量电视广告的换位诠释，建构出其背后不同的文化思维脉络，而后将文化敏感的材料及其相连的文化思维脉络进行整体的跨文化符号学和实验比较，再予以验证。通过系统的比较与验证，并用以指导中国企业欧美市场的广告策略，才有助于打造出中国的世界名牌。本项目将对跨文化广告、跨文化消费者行为理论做出新的贡献，亦有可能在跨文化比较的研究范式方面探索出一条新路。