인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
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지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2024.11
- 수록면
- 207 - 229 (23page)
- DOI
- 10.17855/jlas.2024.5.43.3.207
이용수
초록· 키워드
Advertising, as a part of popular culture, penetrates deeply into various aspects of daily life. Each advertisement, regardless of what it says or omits, conveys an underlying ideology that contributes to its global significance. Lay’s, a potato chip brand owned by PepsiCo in the United States, has achieved notable success in both China and Spain. As a transnational corporation, Lay’s has adapted its products to these two distinct markets, offering a range of categories and local flavors. By comparing and analyzing the advertising slogans and themes in these two countries, we found that the brand's philosophy in China seems to have more collectivist characteristics, and in advertisements, products must transcend their own nature with contextualization, while in Spain, the brand emphasizes humor and creativity. Consumerism is a common thread in the advertising ideologies of both countries, but Spain's approach to advertising is more subtle, focusing more on consumers’ cognitive and aesthetic needs. In contrast, in China, the advertisements center more on the social care, family support and care, that is, the need for belonging and love.
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목차
- Resumen
- Ⅰ. Introducción
- Ⅱ. Althusserianismo
- Ⅲ. El caso: Lay’s
- Ⅳ. Conclusión
- Bibliografía
- Abstract
참고문헌
참고문헌 신청최근 본 자료
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