西方广告研究中的文化人类学视角探析

Cultural anthropology from the perspective of Western advertising research

西方广告与文化人类学的结合日益紧密,本文基于国际权威的广告学期刊中的30篇代表性文献,对西方广告与文化人类学发展的现状做出概括性总结。广告研究中的人类学视角历史并不长,对文化人类学的运用相对较晚。本文认为,跨文化的商业趋势是二者结合的文化因素,新媒体的出现为二者结合提供了技术背景。同时,由于文化人类学的跨文化视角和整体性视角,及其对亚文化、少数群体的关注,其研究结果使广告研究主题更加丰富、视野开阔,人类学经典的研究方法也被广泛运用到广告研究中。

the relationship between western advertising and cultural anthropology is increasingly close. The essay investigates 30 related representative literatures from internationai authoritative iournals and concludes the status of western advertising and cultural anthropology. The use of cultural anthropology in advertising research is relatively late. The essay contends that the cross--cultural business trend and the new media provide cultural and technological background for the cooperation of the two disciplines. Meanwhile cultural anthropology focuses on subculture minority ethics and its cross--cultural and extends advertiSing holistic perspective research horizons, The classic anthropology methodology has been used in advertising research,