帮写需求
论文题目：An exploration of the advertising campaigns used by Toyota in the UK and China
论文语种：英文
您的研究方向：mass communications 大众传播
是否有数据处理要求：否
您的国家：英国
您的学校背景：university of leicester莱斯特大学
英国排名前20
要求字数：15000-18000
论文用途：硕士毕业论文 Master Degree
是否需要盲审（博士或硕士生有这个需要）：否
补充要求和说明：要求帮写为英国授课式研究生硕士毕业论文dissertation。
时间比较紧。本人有相关参考文献和资料及各种论文要求可以提供
Abstract
Advertising is a form of culture. Therefore, advertisements from different societies reveal cultural elements specific to that culture. Toyota is a multinational company, its advertising will face different culture in various countries, since UK and China represent the western and eastern cultures respectively, and many differences have been seen in cultural values. If the Toyota’s advertising in China and the UK are different or similarly due to the culture will complicate.
This dissertation will explore the Toyota’s advertising campaign by conducting the contents analysis and case study. The contents analysis studied the five-year Toyota ads in Auto Fan which is a type of Auto magazine and showed that most of the information o the ads is in line with the Chinese situation except for the litter use of local signs. For further understanding of its advertising campaigns’ international , case study was used which is focused on the comparison of the culture characteristics reflected in both the Toyota’s ads in China and UK mainly through the advertising slogans in the ads. Then, we found that its ads showed both differences and similarities in the two countries’ ads. Combined the contents 英国国际传播硕士毕业论文定制analysis with case study, some conclusions were made that Toyota’s auto advertising is a combination of the localization and international.
Acknowledgements
I want to take this opportunity to express my heartfelt gratitude to all the people who have given me great support during this project and provided me helpful thoughts. Firstly, I want to mention my supervisor Dr. (Names) at the Centre for Mass
Communication Research at the University of Leicester, who are always there to give me excellent advice, help me with great patience, encourage me to keep on trying even in the most stressful situations. Furthermore this survey would not have been possible without the great responsiveness of the members of…. Additionally I send gratefulness to my friends, namely ……and … for helping to improve the questionnaire and data analysis.
Table of contents
Abstract ii
Acknowledgements ii
Table of contents 4
Chapter 1: Introduction 5
Chapter 2: Review of relevant literatures 6
2.1 Motor industry 6
2.1.1 The situation of motor industry 7
2.1.2 Motor industry of China 8
2.1.3 Motor industry of UK 9
2.2 Advertising 9
2.3.1The review of the advertising literature 10
2.3.2 Print advertising 13
2.3.2 Auto advertising 14
2.3 Consumption, Advertising and culture 14
2.3.1 The introduction of consumption 14
2.3.2 Consumption and culture 15
2.3.3 Advertising and culture 16
Chapter 3: the situation of Toyota 18
3.1 The brief introduction of Toyota 18
3.2 The situation of Toyota in China 19
3.2.1 The performance of Toyota in China 20
3.2.2 The advertising of Toyota in China 21
3.3 The situation of Toyota in the UK 22
Chapter 4: Methodology 22
4.1 Contents analysis 23
4.1.1 Sample design 24
4.1.2 Coding 25
4.2 case study 27
Chapter 5: Analysis and results 28
5.1 The contents analysis 28
5.1.1 The trend of the ads in quantity and contents 28
5.1.2 The characters of the advertising 33
5.1.3 The ways and points of the advertising appeals 36
5.1.4 Localization or international of the auto ads 38
5.1.5 The comprehensive discussion 39
5.2 case study 44
5.2.1 Cultural Realities Reflected in English and Chinese Auto Advertising 44
5.2.2 Auto Advertising: A Combination of Standardized and Specialized Advertising 50
Conclusion 52
Reference 53
List of Figures
F
