百事可乐广告文化论文

时间:2024.3.19

百事集团之广告文化发展探析

【摘要】在全球化浪潮的冲击下,文化正进行着前所未有的大交流,现代广告文化是社会的新生代文化形态 ,企业在这个机遇与挑战并存的时代,更应该未雨绸缪,“知己知彼,方能百战不殆”。本文着力以百事集团为一例对百事广告文化发展作深入探析与研究,说明广告文化在企业发展进程中扮演着非同小可的角色,广告文化是企业成功的向导。

【关键词】百事  企业理念  广告文化

【引言】百事是一家成功的大企业。它从1898年诞生至今已有100多年历史,其间也曾濒临破产,惨淡经营,但终归还是能化险为夷,大步前行,迎来今日的辉煌。百事的成功和所有的成功企业一样,得益于它有远见卓识的领导层、他的经营战略、严格的管理和不断推出适应市场并有新意的产品。但百事独特的成功经验中最重要的是它赋予企业和产品的文化。

【研究范围与方法】主要研究与探析企业的广告文化发展,采用文献资料收集法和网上资料搜索参考

【本论】

一、    百事集团简介

     百事饮料国际集团是美国的一家享誉全球的跨国公司,其在全球的年销售额现已达270亿美元,在美国《财富》杂志排行榜中,百事公司蝉联“全球及美国最受敬慕的公司”并被排在饮料行业第一位;在该杂志公布的全球500强企业中,百事公司排名第63位。 百事公司1982年进入中国建厂,在深圳落成一个瓶装厂,现已有30多家合资合作企业,总投资接近5亿美元。其旗下的“百事可乐”、“七喜”、“美年达”、“激浪”,包括“亚洲”、“北冰洋”、“天府”和“佳得乐”系列、“都乐”系列饮料都已成为中国家喻户晓的品牌。

二、    百事集团企业理念

百事品牌的理念是“渴望无限”,倡导年轻人积极进取的生活态度,寓意是对年轻人来说,机会和理想有着无限多的空间,他们可以尽情地遐想和追求。百事文化不仅是企业的,也是社会的,它深刻地通过其产品的推销影响着一大批人,反过来又推动企业按照这种文化的定位不断创新,得以经历了100多年还保持着旺盛的朝气。

三、    百事集团广告文化

(1)  百事标志及其包装的演变

                                                   

                                             

                                                        20##年

20##年新装

                                                                                             

                                                                                                                                                                                               

为了与不同时代的年轻人的追求相契合,百事对自身的产品及品牌的推广方式做了一系列的改变。“百事”的产品从简单的包装到向运动系列、功能系列拓展都刻意体现一种动感和欢快的格调,百事新生代的标识和包装设计简洁,富有动感,风格活力,健康向上,着力体现了企业的理念“渴望无限”,承载着百事人的梦,彰显了时代的活力,从而使与新生一代站到了同一战线,共同奋进,携手并进,创造梦想。

(2)  百事广告语探析

百事可乐从1898年一直到20##年采用了近30多句广告语,主要分三个阶段:  

第一阶段:以产品为导向,广告语如下:

1898年清爽、可口,百事可乐

  1903年 提神、爽心、增进消化

  1905年 可口之饮料

  1906年 天然饮料——百事可乐

  1907年 百事可乐:可口、健康

  1909年 百事可乐:使你才气焕发

  1910年 喝百事可乐,让你心满意足

  1923年 这就是健康:百事可乐 品尝百事,你将喜欢它

1928年 百事可乐,激励你的士气

   这一时期的广告语主要是针对百事可乐产品本身的可口、健康以及产品的功效提神、使你才气焕发、激励你的士气等做的宣传。

第二阶段:以竞争对手为导向,广告语有:

         1932年一样的价格,双倍的享受

  1939年 一样的价,双倍的量

  1940年 百事可乐是属于你的饮料

  1943年 令人诱惑的口味

  1945年 百事可乐:更多、更好

  1949年 口味最好、花钱更少

  1950年 量多、活力更多

  1953年 清新、爽口

  1958年 爱社交,喝百事 喝百事,增友谊

  1959年 百事可乐令你心旷神怡

这一阶段,企业主要是通过产品的量与质量入手,“一样的价格,双倍的享受”、“ 一样的价,双倍的量”“ 更多、更好”还有什么“口味最好、花钱更少”“ 量多、活力更多”其实都是针对竞争对手在做的宣传,宣传自己产品的物美价廉,牢牢抓住了消费者的心,从而使自己的产品更受亲赖,产品销量大大提升。

第三阶段:以消费者为导向,广告语:

1961年 这就是百事,它属于年轻的心

  1963年 奋起吧,你就属于百事新一代

  1964年 让自己充满活力,你是百事新一代

  1967年 口味独一无二,百事可乐向前涌动 品尝无可比拟的百事

  1969年 生活/奉献 你从生活中获取,百事从奉献中获取

  1971年 拥有一个百事的日子

  1973年 成为百事人,感受自由心

  1975年 百事挑战,让你的感觉来决定

  1976年 拥有百事时代

  1979年 把握百事精神,赋予百事挑战

  1982年 喝百事可乐,享受一生美味 啊!百事的时代

  1983年 现在就去体会百事

  1984年 百事可乐,新一代的选择

  1987年 百事可乐:美国的选择

  1990年 亲爱的,这就是您所需要的

  1992年 不能没有它——百事可乐

  1993年 年轻、开心,喝百事

  1995年 百事之外,别无选择

  1996年 改变新的一页:百事可乐

  1998年 新一代的选择 The choice of a new generation 渴望无限 (Ask for More)

  1999年 百事,渴望无限 快乐的可乐

  20##年 百事,这就是可乐

  20##年 突破渴望 (Dare for More) 敢于第一 (Dare to Be No.1)

这一阶段广告语是百事广告的深级版,他主要从消费者角度去宣传,把百事目标消费群定位在了年轻的一代,新生的一代,从年轻一代的活力,积极进取等特点着力打造百事新生代,倡导百事企业文化及其百事精神,使百事的“新一代的选择”和推崇“快乐自由”的风格广泛地被人们尤其是青年人的理解和接受。百事终于喊出了新生代的声音,与消费者产生共鸣,从而使许多青年人成为“百事”忠实和热心的消费者,也使百事区别于竞争对手在市场上占据了另外一片领域,百事理念深入人心,百事精神“渴望无限”,百事可乐知名度大大提升。

(3)  百事影视及其平面广告探析

我们都知道百事的理念是“渴望无限”,它是新生代的选择,对年轻人来说,机会和理想有着无限多的空间,他们可以尽情地遐想和追求,他们是年轻的一代,活力的一代,他们运动,热情,奔放,追逐流行的脚步,所以,百事选择足球和音乐作为品牌基础和企业文化载体,并且在企业许多广告中都借助了一大批明星代言,像迈克尔杰克逊、“小甜甜”布兰妮、王菲、周杰伦、赵晨浩、 热力兄弟 、郭富城、陈惠琳、郑秀文、贝克汉姆、祁宏等。企业从年轻一代的心声出发,广告与其喊出的口号“新一代的选择”一样使百事推崇“快乐自由”的风格广泛地被人们尤其是青年人的理解和接受。

(4)  百事奥运广告活动文化

奥运广告语:“ 全民携手 舞动中国 ”

奥运活动: 2008奥运会的日渐临近,举国上下,都在为20##年奥运会加油喝彩。为庆贺奥运,百事可乐推出了“百事敢为中国红”的奥运纪念罐,据了解,百事可乐公司将推出印有我们可爱的周笔畅同学的“限量版奥运纪念罐”。据介绍,百事可乐的此次“换装”只会在中国广州市场推广,数量十分有限,是“百事敢为中国红”等一系列活动中的一项。这个新包装将会在今年7月~8月在广州限量推出。  

20##年3月3日下午,“舞动中国”百事草根体育活动在上海启动,球星贝克汉姆参加了启动仪式,并在仪式上继续演绎着拇指手势的故事。百事的“舞动中国”草根体育活动将在全国的100个城市举行,比赛项目也将从足球比赛扩展到多个体育项目,并且设立“舞动中国”全国运动日。尽管百事为此次活动取了一个非常响亮、能与“爱中国”这个名字相媲美的名字,但它的实质依然是通过明星及各种活动来推广“爱中国”计划的内容,它依然遵循着自己的草根营销路线,因此此次活动可以被视为“爱中国”计划的一个组成部分。

【参考文献】《实战广告案例之品牌》中国人们大学出版 2006.2

《广告文化学》中南大学出版社2006.12


第二篇:跨文化论文3


对西方个人主义发展的研究

A NARRATIVE INQUIRY INTO THE

DEVELOPMENT OF INDIVIDUALISM IN THE

WEST

云曦

哈尔滨工业大学

20xx年12月

对西方个人主义发展的研究

硕士研究生: 云曦

学号 : 14S015013

学科、专业: 外国语言学及应用语言学 所 在 单 位: 外国语学院

A Narrative Inquiry into the development

of individualism in the west

Candidate: Yunxi

Student number: 14S015013

Specialty: Foreign Linguistics and Applied Linguistics

Affiliation: School of foreign language

摘要

本文通过西方个人主义起源及发展的论述, 从各方面表明, 研究个人主义不仅仅是对个人主义如何认识的问题, 还要对其实质及消极影响要有一个清醒的认识。本文对此拟作一简要评述, 及从个人主义在希腊的起源 中世纪,资本主义时期的发展及在在美国成为文化的核心。提到西方社会与我们的不同,我们做出的第一反应大概都是他们重视个性,凡事以个人为中心,注重自己的自由选择,个人主义化倾向较强等等。这和西方由来已久的文化积淀是分不开的,在西方社会的文明进程中, 个人主义作为一种生活方式、人生观和世界观,具有整体性和普遍性意义, 它构成了西方人赖以把握人和世界关系的基本方式和存在状态。具体而言, 要弄清清楚什么是西方的个人主义,首先要弄清楚西方的个人主义传统发展与变化,还要到历史之流中去查找和辨析。所以对个人主义的研究与个人主义在西方的发展史分不开的。为了更好的理解个人主义的实质及内涵,对跨文化交流的影响,也就必须要把对西方个人主义发展的研究放到重要位置。

关键词:个人主义;个人主义发展;美国个人主义

-i-

Abstract

This paper will discusses the origin and development of the individualism in the west. From all aspects which shows that the study of individualism not just how to recognize the problem of individualism, but also have a clear understanding of the negative impact on their essence. This article intends to make a brief comment from the origin of individualism in Greek origin to the Middle Ages and the development in a period of capitalism. In the United States it became the core of the culture. Mentioning that Western society is different from ours, our first reaction to individualism is probably pay attention to personality, always individual-centered, focusing on their own free choice, and there is such a strong individualistic tendency in America. It is inseparable of time-honored cultural heritage in the process of civilization. In Western world, individualism is a way of life and the way people view the world in a holistic and universal sense, it constitutes a basic way which the people in the west used to grasp the relationship between themselves and the world and the existential state. Specifically, if people want to find out what is clearly the Western individualism, we must first figure out the development and changes in the Western countries. So, the research of the development of individualism in the history of Western individualism is inseparable. In order to have a better understanding of the nature and implications of individualism and the impact on cross-cultural communication, we must place the study of individualism in an important part.

Keywords: cultural identity; college student; narrative inquiry

-ii-

Contents

摘要 ............................................................................................................................. i Abstract ..................................................................................................................... ii

Chapter1 Introduction ............................................................................................ 2

1.1 The Purpose and Significance of the Research .......................... 2

1.2 Basic Understanding of individualism ………………………...3

Chapter 2 The development of individualism in the west ................................... 4

2.1 The origin of incividualism in Greek ........................................ 5

2.2 The individualism in Middle ages ............................................... 6

2.3 Individualism in captalist class ................................................. 8

Chapter 3 Individualism in America ................................................................... 10

References ............................................................................................................... 13

Acknowledgements ................................................................................................ 14

-iii-

Chapter1 Introduction

1.1 The Purpose and Significance of the Research

This paper aims to show the development of individualism in the west. It is an important part in the analyzing the essence and significance of individualism. What’s more the research about the development of individualism is an indispensable step in analyzing the individualism and social culture in the west. Through this we can have a better understanding about the cultural and customs in the west, which will help a lot in the process of the cross cultural communication. In addition, the analysis of individualism can help us perceive the way they view the world.

1.2 Basic Understanding of Narrative Individualism

Individualism is like a moral stance in political philosophy, ideology, or social outlook which emphasizes the moral worth of the individual. Individualists advance the exercise of one's goals and desires and value of independence and self-reliance, advocating that interests of the individual should be precedent over the state or a social group, and opposing external interference upon one's own interests by society or institutions such as the government. Individualism makes the individual focus and so forth starts "with the fundamental premise that the human individual is of the primary pursue for the liberation and freedom of human being." Liberalism, existentialism and anarchism all are examples of movements which take the human individual as a central part in analyzing the individualism of human being . Individualism thus involves "the right of the individual to pursue for freedom and self-realization". It has also been used as a term denoting "The quality of being an individual; individuality "related to "An -2-

individual characteristic; a quirk." Individualism is thus also associated with artistic and bohemian interests and lifestyles where there is a tendency towards self-creation and experimentation as opposed to tradition or popular mass opinions and behaviors as so also with humanist philosophical positions and ethics.

-3-

Chapter 2 The development of individualism in the west

In this paper, I am trying to integrate different stages of the development of individualism into four stages, which are the origin in Greek, individualism in Middle ages, and the individualism in industrial revolution. So, the following are some details about the topic.

2.1 Origin of individualism in Greek

What is generally believed is that it is the ancient Greek sophists think about the personal status and role which laid the earliest ideology of Western individualism. In the earliest foundation of Western, people woo individualism which originated in the Protagoras wisely saying "man is of all things" such proposition firstly shows the problem of the universe that people similarity has their personal problems. wise man's question boils down to that what people should question comes down to the personal problem.

In a modern sense, the individual is based on thinking. And, social or national are understood as a collection of individuals or the community which consists of the objective of good understanding for personal or subjective goodness. This idea shows the important role played by wise man in the ancient Greek politics, Economic, Cultural boom, Free and democratic people's awareness of the rapid growth of concentrated reflection. From the view of regime, the political system, the legal system, the Wise has this adaptation of the prevailing individualistic democracy, individual groups began to emerge from the authority to begin "self-Fen Fighting, they want to think, self-seeking relief, rather than relying old tradition. "? From an economic development point of view, is the BC 50 449 a year after the Persian Wars, Athens became the Western economic and trade center, it is -4-

generally the result of wooing personal wealth and the pursuit of pleasure. From the philosophy point of view is that people turn to become monotheism instead of polytheism. Advocating turning from worship shrine living dead, worship of nature. The results, which Cicero said, Wise moved back to philosophy from heaven to earth. From the point of view of ethics, is that people from just blindly, stupidly compliance practices, improve the result of personal choice after thinking.

Renaissance, can be regarded as the Western bourgeois individualism which get a preparatory period of rapid development. During this period, humanists, especially the Aila Si desert Netherlands, France, Rabelais and Montaigne, who, treat as a tribute to man's natural that they prefer to give the banner against the feudal theocracy for the purpose of re freed from feudal patriarchal personal relationships, the importance of personal self. Self-realization, etc., oppose tyranny, oppose tyranny, against the feudal monarchy stifle individual personality.

To sum up, Saying, the basic characteristics of this period of individualism focused on the liberation of the human personality. From the political and social economic and cultural basis, the characteristics of this idea, adapted to early capitalism brewing and development needs, it is directly affected by the new large 16th century in this period Lu found that the rapid increase in gold mining and general wealth, and thought the idea of the old world and the new world of fierce battle.

2.2 The individualism in Middle ages

It is because of the people’s pursuit of happiness and abstinence contradiction difficult solution and decision. In the Middle Ages, people began to turn to religion for help. People create God, the God-given equality of all human beings to create God's intention which is to allow him to save personal, individual for -5-

redeemed. But as a human being, the state and society in the world (whether democratic or authoritarian), has always seen as organized, authoritative order forces external reality exists, and constitutes absolute freedom of the individual constraints; but by the pursuit of rational and freedom of the original text. The impact of the character, Westerners certainly appeal to the individual soul and the ultimate freedom of religion, so that it was organized by the reality of the system of individual existence desalination price. Value and significance is confirmed to obtain spiritual peace. Modern literary complex Xing the Reformation era is committed to making daily life of religious people as an individual to face God, do not have to go through the church, and to trust in God "Bible" of religious believers abide become personal worldly affairs, established the principle of Individualism sense. It also means that, firstly, personal beliefs become the only means of salvation, Protestants can only treated as a lonely individual, alone to face the eternal God predetermined destiny, no one can help him. This determines the independent personal Struggle consciousness of the protestants.

Secondly, the Protestant work ethic which is considered by Hindus to be as secular activities which used to ensure that the requirements of this inner grace and increase the glory of God, and the pursuit is endless. This enterprising personality become capitalist to exhibit of spiritual power.

Thirdly, the ethic of Protestant advocates self-confidence, confidence in the grace as a necessary to Protestants status, the second is to believe in a personal spiritual abstinence and labor can achieve the same in God and yourself, do not believe in any authority.

Fourthly, since everyone is a sinner before God, and salvation become a personal belief that it is the only way to salivate spiritually converted and become -6-

as a personal matter.

Fifthly, the Protestant ethic also played a binding role in social ethics, which is a kind of law drafted with Protestants discipline to achieve the goal. In short, the Reformation of the pious people of God achieve a dynamic capitalist development. The same period of humanism also promote equality and adventure, the vigorous performance, the energetic, confident optimism and great creativity, but also for the subsequent development of capitalism. The fifteenth century, a rapid development of British capitalism began to create a prosperity in industrial society. At that time, in addition to the city autonomy and social knot, the outside structure of reorganization to the British "reasonable profit" spiritual provide a conditions what teaching factor can not be ignored. Montesquieu had thought that the British "Because of three major events the British eventually go forward front of other peoples in the world from the perspective of religious, business and self. Religion is one of the main factors in producing rationalism. Since Weber draws attention to The Protestant Ethic and the Spirit of Capitalism relationship, it is often exaggerated to the point of undue. Nevertheless, the British Puritanism in the country played a huge role in promoting the rational profit motive. This kind of doctrine in UK transformed into a form of expression: that believers who put himself in economic success seen himself as a God-given gift and eternal symbol of happiness. This makes the devout and wealthy in a very peculiar way close to puritan's "inner world of asceticism". Further promote this, it shows a desire to rational constraint features which are often able to develop a method of operation of such systems are reasonably designed to overcome the "state of nature".

2.3 Individualism in capitalist class

In the eyes of Western bourgeois thinkers, 'individualism is a term related to -7-

political and social philosophy, which attaches great importance to personal freedom, widespread emphasis on self-governed, self-control and living without external constraints and personal self; this political and social philosophy, contains Value system, human nature theory for a certain political propose. The overall attitude of the economic, social and religious behavior shows that in general, individualism is not just as we understand as the ethical significance of the bourgeoisie level of moral principle, but a political system on overall economic system and bourgeois ideology ideological and cultural system.

First of all, bourgeois individualism, is a basic theory of human nature and human values. It is about the individual theory-based or individual centers. The reason why the bourgeois individualism prominent individuals in stressing the importance of personal, first-out point is considered to be more personal and social standard compared to the more central presence so-called "personal atomism," is an image theoretical generalization, namely that social is nothing but mutually linked by various "atomic" which consisting of relative to those of the original community. Child is illusory or a form of existence, leaving as individual atoms, there should be no existence of society. Second, about a people is the goal, the means of social theory. If you recognize the individual in theory, society is more than a standard, but the existence of the center, and that’s why, our personal purpose is to help the community, by the means of achieve the conclusion of personal purpose. Thus, on the surface, any individual has an independent esteem, self-improvement, self-development and the right to self-struggle, which society and others can not. Any individual is as a means to achieve the purpose, but only regarded as an end in itself. On the other hand, social (country) in which people become the last resort of the ills significance.Because society (country) in the -8-

course of their duties, the always even about how much prejudice. Not only achieve personal goals, but also by means of society which this tool (country) can achieve the purpose of self-realization.

Thus, social (nation) is a antinomy for individuals. Individualism often develop into anarchy which means master righteousness. Third, the theory of individual freedom and personal equality. If the recognition is of individual-based, with individual centers and personal purpose, then, the individual should be free, between everyone from the axioms should be equal.

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Chapter 3 Individualism in America

Obviously, this notion of individualism as a negative label never took root in America — indeed, individualism in America is hardly ever thought of as even having negative aspects to it. For Americans, individualism is part of what it means to be an American. Though there are negative critiques of the degree to which individualism can be taken in America, it still tends to be assumed to be a positive value at its base

Individualism is the very core of American culture and the main value in America. We can say that individualism has been influencing all the fields of politics, economics and society, even the character of the nation. The self--reliance, Individual freedom, equal competition which are emphasized is different from the concept of individualism in China. Individualism is a western concept, and the origin can be traced back to the period of Renaissance and the Protestant Reformation. In the period of immigration and Westward movement, Individualism was intensified. Although over self--centered can bring negative effect, from the whole historical point of view, there is no big social events which violate the stable situation, thesis because the concept of commitment has been in the heart of Americans for a long time.

America was built on the social-political ideals of Individualism; the philosophy of self-reliance, in the face of peril, and in the name freedom. Our communities were forged by rugged personalities, adventurers and entrepreneurs, determined to secure their freedoms in a new land, far from the archaic ideas of statist that were popular throughout Europe. Indeed the Virginia Company of -10-

London, which founded Jamestown in 1607, the first permanent new-world English settlement, was an entirely entrepreneurial venture. The new world became a nation of nations, including individuals from all over the world from an array of varied cultural and economic backgrounds. America was the land of the big dreamer, where each man could claim fortune in accordance to his efforts and will and keep what he produced, and where a single person could enact real and immediate change in their lives to increase the quality of life within their communities. Indeed, American Individualism is solidified in the creation of America’s Declaration of Independence.

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References

Bruner, J. (1987). America culture. Social Research, 54, 11-32.

Bruner, J. (1996). The Culture of America. Cambridge, MA: Harvard University

Press.

Clandinin, D. J. (1994). Stories: Challenging the individualism. Paper presented at

the annual meeting of the American Educational Research Association, New Orleans.

Morrison, T. (1987). individualism. New York: Knopt.

Polkinghorne, D. (1988). Narrative Knowing and the Human individualism.

Albany: State University of New York Press.

Foreign Language Education Press.]

20xx年10月,第30-34页。

[Zhao, Chunying. (2007). To view the change of the concept of English

gentleman from the book South and North. The Study of Literature and

linguistics, 10, 30-34.]

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Acknowledgements

I am so grateful to many people who helped me with their friendship, care and guidance.

My great thanks go to Teacher Liu. He offered me great support for my research method, narrative research, by giving me a detailed instruction on how to use it as well as what to be cautioned in using it.

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