This paper analyzes and attempts to bridge the gap between popular culture＇s aesthetics, popularized by Camille Paglia and her work Sex, Art and American Culture： Essays （1992], and international marketing culture...This paper analyzes and attempts to bridge the gap between popular culture＇s aesthetics, popularized by Camille Paglia and her work Sex, Art and American Culture： Essays （1992], and international marketing culture＇s aesthetics, as described by Schmitt and Simonson （1997）. Popular culture and marketing rarely share the same realm of research. However, these theories start to influence each other, which are especially visible when compared with international marketing as the framework. In order to analyze the gap between popular culture and marketing culture, the author followed a cultural object, Domo-kun, as it entered the US market. Domo-kun gradually changed, including its marketing aesthetics, its significance, and meaning within popular culture after it entered the market. These meaning changes are through the process of commoditization, emotional value, and how they are reinterpreted within cultural frames and reference groups.展开更多
The commercial advertisements play a decisive role in the commercial era, and the advertising translation is the main means for the goods to enter the international market. The successful translation of advertisements...The commercial advertisements play a decisive role in the commercial era, and the advertising translation is the main means for the goods to enter the international market. The successful translation of advertisements should pay attention to the accepting reaction of the audience, and the advertising translation should be understood and accepted by the readers, and also should keep pace with the times. In the choice of the translation strategies, we should consider the cultural cognition of the audience and the horizon of the aesthetic expectations, and awaken the readers＇ imagination and desire, so as to achieve the purpose of the promotion of the sales.展开更多
文摘This paper analyzes and attempts to bridge the gap between popular culture＇s aesthetics, popularized by Camille Paglia and her work Sex, Art and American Culture： Essays （1992], and international marketing culture＇s aesthetics, as described by Schmitt and Simonson （1997）. Popular culture and marketing rarely share the same realm of research. However, these theories start to influence each other, which are especially visible when compared with international marketing as the framework. In order to analyze the gap between popular culture and marketing culture, the author followed a cultural object, Domo-kun, as it entered the US market. Domo-kun gradually changed, including its marketing aesthetics, its significance, and meaning within popular culture after it entered the market. These meaning changes are through the process of commoditization, emotional value, and how they are reinterpreted within cultural frames and reference groups.
文摘The commercial advertisements play a decisive role in the commercial era, and the advertising translation is the main means for the goods to enter the international market. The successful translation of advertisements should pay attention to the accepting reaction of the audience, and the advertising translation should be understood and accepted by the readers, and also should keep pace with the times. In the choice of the translation strategies, we should consider the cultural cognition of the audience and the horizon of the aesthetic expectations, and awaken the readers＇ imagination and desire, so as to achieve the purpose of the promotion of the sales.
