马琳所著的《从跨文化视角看后现代广告及其接受》首先评论理论的后现代主义文化的关系，表示，美学，和消费，它奠定了理论框架研究后现代广告。然后，通过综合现有文献研究后现代广告以及讨论后现代阅读经验，这本书讨论的主要结构特征的后现代广告，即，拨款，碎裂，自我反思，与观赏，和性质的接待后现代广告。
网站首页 软件下载 游戏下载 翻译软件 电子书下载 电影下载 电视剧下载 教程攻略 音乐专区
霍普软件下载网电子书栏目提供海量电子书在线免费阅读及下载。
| 电子书 | 从跨文化视角看后现代广告及其接受/当代人文学学术文库 |
| 分类 | 电子书下载 |
| 作者 | 马琳 |
| 出版社 | 对外经济贸易大学出版社 |
| 下载 |
|
| 介绍 |
编辑推荐 目录 LIST OF TABLES LIST OF ADVERTISEMENTS CHAPTER I INTRODUCTION Postmodem Advertising and the Globalization Condition Trajectory of the Book Definitions CHAPTER II POSTMODERNISM, REPRESENTATION, CONSUMPTION,AND ADVERTISING Postmodernism and the Modern-Postmodern Problematic Postmodern Culture, Representation, and Aesthetics Jean Francois Lyotard Jean Baudrillard Frederick Jameson Scott Lash Postmodern aesthetics Postmodernism and Consumer Culture Hyperreality Fragmentation Reversal of production and consumption Aestheticization of everyday life Postmodernism and Advertising CHAPTER III POSTMODERN ADVERTISING AND ITS RECEPTION Defining Postmodern Advertising Key Features of Postmodern Advertising Appropriation Fragmentation Self-reflexivity Spectacularity Postmodem Reading Experience and Advertising Reception Research The postmodem reading experience 1--schizophrenic, depthless fascination .-- The postmodem reading experience 2--productive, critical deconstruction Postmodern advertising reception research CHAPTER IV GLOBALIZATION, CULTURE, AND POSTMODERNISM Globalization Globalization and Culture: Three Paradigms Homogenization Differentialism Postmodernism CHAPTER V GLOBALIZATION AND ADVERTISING Advertising in the Globalization Age: The Standardization vs. Localization Debate Postmodern Advertising and the Global Market CHAPTER VI INTERNATIONAL CONSUMERS IN THE POSTMODERN-GLOBALIZATION CONDITION Postmodern Advertising as a Glocal Strategy--The Target International Consumers Cultural capital Generation Y in the U.S. The Post-1980 Generation in China Traditional Cultural Differences between the U.S. and China Individualism/collectivism High- vs. low-context culture Independent vs. interdependent self-construal CHAPTER VII METHOD Data Collection Projective techniques Procedure Stimuli selection Informants selection Data Analysis CHAPTER VIII RECEPTION OF POSTMODERN ADVERTISEMENTS BY INTERNATIONAL CONSUMERS Reading Strategies Interpreting appropriation Interpreting fragmentation Interpreting self-reflexivity Interpreting spectacularity Brand Meanings and Connotations Concluding Remarks CHAPTER IX CONCLUSIONS Implications and Contributions Limitations and Suggestions for Future Research BIBLIOGRAPHY APPENDIX A A1. INSTRUCTIONS FOR DIESEL ADVERTISEMENT A2. INSTRUCTIONS FOR LEVI'S ADVERTISEMENT - A3. INSTRUCTIONS FOR BENETTON ADVERTISEMENT APPENDIX B BACKGROUND QUESTIONNAIRE APPENDIX C INFORMANT DEMOGRAPHICS |
| 截图 | |
| 随便看 |
免责声明
本网站所展示的内容均来源于互联网，本站自身不存储、不制作、不上传任何内容，仅对网络上已公开的信息进行整理与展示。
本站不对所转载内容的真实性、完整性和合法性负责，所有内容仅供学习与参考使用。
若您认为本站展示的内容可能存在侵权或违规情形，请您提供相关权属证明与联系方式，我们将在收到有效通知后第一时间予以删除或屏蔽。
本网站对因使用或依赖本站信息所造成的任何直接或间接损失概不承担责任。联系邮箱：101bt@pm.me