Graduation Thesis Proposal for Advertising Major

The down-to-earth university life is coming to an end. Everyone is working on graduation projects seriously, and before we do graduation projects, we must first write a proposal report. How to write a proposal report? The following are the graduation thesis proposals for advertising majors that I have collected for everyone. They are for reference only. You are welcome to read them.

Advertising Major Graduation Thesis Proposal 1

1. Thesis research background and purpose

China and South Korea have a very close relationship both historically and geographically. relation. Geographically, the two countries are also very close. For a long time, both sides have influenced each other in different fields such as economy, society and academics. However, despite their close ties, the two countries, both belonging to the Eastern cultural circle, have experienced two different modernization methods and processes. Therefore, cultural differences are obvious and definitely exist. In December XX, China joined the WTO. Major changes have taken place in the world economic structure and the world market has become more open.

For global brands, given the strong purchasing power and rapidly developing economic strength of the Chinese market, they cannot be underestimated. Although South Korea is geographically halfway between China and Japan, and Confucian culture, Chinese character culture, and Buddhist culture have been influenced by China since ancient times, after modernization, globalization has accelerated, and South Korea's developed education system, as well as its With the development of the IT industry, a high value-added industry, South Korea has gradually become a very important part of the world market. These two very important but culturally different target markets must be given priority by global brands in their internationalization strategies, because the process of global brands producing international advertisements and placing advertisements in target markets is a very important step in contact with consumers. The process of close contact, so how to benefit consumers from two different cultural circles is a question worth thinking about.

After China joined the WTO, the threshold for foreign brands to enter China has been lowered. The development of technology and media has also given consumers more opportunities to contact foreign cultures, and their ability to capture product information has also increased. However, The existence of cultural differences still has a significant impact on the effectiveness of advertising. Therefore, despite the era of globalization, global brands still face many difficulties in their advertising campaigns. Today, the share of a global brand in the Chinese market has largely become a measure of its position in the world market. Therefore, many global brands have built their own factories in China because they want to seize the market and gain the upper hand. The Korean market is smaller than the Chinese market, but Korean consumers are very sensitive to the emergence of new products and technological changes, and, Korean consumers are also very strict and objective in their judgment of products, and their feedback on products is also very timely. Therefore, the success rate of new products may be largely measured by the success or failure of the Korean market. As a result, many brands tend to establish R&D centers in South Korea.

In summary, the Chinese and Korean markets have very important positions in the world market. Therefore, if global brands want to carry out efficient international advertising campaigns, they must attach great importance to the Chinese and Korean markets. Consumer acceptance.

2. Research background

Nowadays, corporate marketing activities are gradually becoming globalized, so advertising is also gradually becoming international. Every year, more world brands want to take a share of the markets of the two countries, and global brands are becoming more and more active in their market strategies. As a powerful tool for market promotion, international advertising is receiving more and more attention. The development of transportation and information and communication technology has shortened the geographical distance between countries, and trade and cultural exchanges between countries have gradually become closer. The diversification of media allows consumers to be exposed to more diverse advertising information. In particular, the development of the Internet has changed the media environment in which consumers live. First, it allows them to actively collect information about related products from multiple sources. Second, it allows them to Their exposure to foreign cultures is wider, and their adaptability and integration are also improved. These two aspects have a very important impact on the marketing strategy of global brands, that is, they need to be considered more from the perspective of consumers. For the advertising strategy of global brands, it is necessary to fully satisfy the desires of consumers.

In general, the globalization of the market and the improvement of interaction between consumers and enterprises require better ways of communicating information between advertisers and consumers.

In the international market, in order to ensure a better interaction between consumers and enterprises, international advertising has gradually received attention as a very important means. The so-called international advertising is defined as advertising done to increase sales of products produced by world-famous brands that are sold in various countries around the world. It includes both local-targeted global advertising and multi-country general advertising.

The ultimate goal of international advertising is to form the same perception of a global brand among consumers in different countries, thereby effectively managing consumers. However, it is not easy to achieve this goal, because the cultural characteristics or dimensions of consumers in different target countries are different. Therefore, multi-national general advertising is gradually declining, and advertising that is more specific to local cultural characteristics has become a must. In view of this, international advertising strategy must be a long-term process, understanding different cultures, values ??and environments and the ability of consumers to accept them happily is currently the most important task. In order to produce more effective international advertisements, it is undoubtedly a very important step to analyze the international advertisements that exist today. That is, by analyzing the popular international advertisements today, we can find out the reasons for their success or failure, so as to make more progress in the production. , laying the foundation for more efficient international advertising.

Advertising information is divided into two types: verbal (verbal) and non-verbal (non-verbal), and are affected by the corresponding culture. In addition, because the market environment is in a large cultural background, it is also determined by local cultural factors. Therefore, the production of advertisements needs to take into account the differences in the market environment and therefore the differences in cultural characteristics.

Verbal advertising needs to play two roles, one is to convey information to consumers, and the other is to form a corresponding brand in the minds of consumers. Non-verbal (veral) advertising uses the overall atmosphere of the advertisement, the advertising model and the appearance and packaging of the product to express it. This is different from verbal advertising, which uses words to express information. Therefore, there are certain restrictions on verbal advertising internationally. Because of the use of different languages ??such as French, Spanish, Chinese, English, Japanese and Korean, for The value and message of advertising may be misrepresented.

However, international advertising must still strive to convey consistent product information and brand image despite differences in texts, values ??and languages ????in different countries. From this point of view, the relationship between advertising and culture has been confirmed and studied by many people, 8 and American and European scholars have been involved in more research in this area. Therefore, the comparative study of Eastern and Western cultural differences centered on the cultural values ??of Western countries has developed to a certain extent. The most famous cross-cultural research results are Hofstede and Trompenaar's cultural dimension theory. The need to use this theory to analyze international advertising also increased, and from this point on, the combination of international advertising strategies and the analysis of different national cultural dimensions came into being. However, according to data from the China and South Korea International Advertising Research Database survey, in advertising research, there are very few cross-cultural international advertising studies between China and South Korea, and there are more comparative studies on cross-cultural advertising between Eastern and Western countries, especially the use of cross-cultural advertising. There are fewer comparative studies on international advertising in cultural theory, and most of them are from Eastern and Western countries. The Chinese and Korean markets are both very important markets for global brands, and their cultural characteristics are also unique in the entire East Asian cultural circle. With the frequent economic exchanges and the increase in trade volume between the two countries.

Advertising is a bridge that ensures communication between enterprises and consumers, and its purpose is to sell products. There are many reasons that prompt consumers to decide to buy. In addition to the advertising itself, there are still many variables. The extensiveness and popularity of various modern media forms and the amount of consumers' exposure to media have gradually increased. The ability of modern media to convey information has also gradually improved. Therefore, advertising is still the main means for companies to win more consumers. But the function of advertising is not just to sell products and services. Take TV advertising as an example. Today's TV advertising has become a part of people's lives. In addition to the information about consumer products, the cultural characteristics existing in society will also be reflected. Therefore, In addition to the economic function of these advertisements, the function of reflecting cultural factors has also become a part of advertising. In other words, advertising has a social communication function. Among the many elements of society, the one that plays the strongest role is the element of cultural value.

3. Research purpose

In fact, there are two opinions on the cultural function of advertising, one is reflection and the other is creation, but Another opinion is that advertising is not simply reflection or creation, but a combination of the two. In order to achieve better results, advertising must consider cultural value, because each of our consumers will definitely have a cultural value response when exposed to advertising. Considering this situation, the object of this study is to compare from the perspective of cultural differences. Studying online advertising in China and South Korea is used to obtain the following research purposes.

First, through empirical research, it is concluded that there are social and cultural differences in online advertising between China and South Korea.

Second, analyze the characteristics and differences in performance strategies of online advertising in China and South Korea, thereby providing strategic guidance for the standardization and localization departments of brand companies.

Therefore, this study recognizes that culture has a great influence on international advertising activities, and examines the international advertising of China and South Korea from a cross-cultural perspective. In XX, among the world's 100 global brand candidates, 16 brands launched online advertising in both South Korea and China. Therefore, based on the 161 international advertisements made by these 16 companies, the impact of international advertising in the two countries was analyzed. Advertising messages and performance strategies, thereby drawing conclusions on how to enhance the applicability of international advertising in both countries in the future. Advertising Major Graduation Thesis Proposal Part 2

1. The significance of this project

As the name suggests, team building is to do a good job as a whole, maintain the whole, and drive the development of an enterprise. Team building focuses on the core goals of the team, the team's management mechanism, and the team's spirit. "The performance of the team is greater than the sum of individual performance" - this is the fundamental benefit of team building. The construction of a good team will also play an extremely effective role in the execution of company decisions, project development, corporate image, resource integration, company efficiency and management behavior. The construction of the advertising company's business team has its own particularity. It not only has the cooperative role of a "collaborative" team, but also attaches great importance to the individual personality of the team. Building a good advertising business team will help greatly improve the efficiency of advertising companies, which is of great significance.

2. Research status and existing problems at home and abroad

With the continuous development of my country’s advertising industry, the competition among advertisements is becoming increasingly fierce. Broadly speaking, competition in services is essentially a competition in intangible products. But competition in the ultimate sense is human competition, and human competition is a higher-level, higher-grade competition. After several years of development, Fuzhou Advertising Company has developed from an enterprise with a relatively single business operation, a relatively simple department set-up, and a relatively simple management system to a company with a diversified advertising business, a relatively complete department set-up, and a relatively standardized management system.

At present, according to the current information of advertising companies, most of them have the following problems:

(1) Traditional business ideas and weak development awareness hinder advertising companies in Fuzhou area Business team building and development.

(2) The large shortage of advertising professionals in Fuzhou has hindered the construction of business teams of advertising companies.

(3) The lack of effective industry management and supervision has had a serious negative impact on the development of Fuzhou’s advertising industry and destroyed the business team building environment of Fuzhou advertising companies.

3. Research content

3.1 Related theories of team building

This project mainly takes a specific advertising company as an example to examine and analyze its development efforts , the specific problems faced in team building. Team building, as the name suggests, is to do a good job as a whole, maintain the whole, and drive the development of an enterprise. Team building focuses on the core goals of the team, the team's management mechanism, and the team's spirit. "The performance of the team is greater than the sum of individual performance" - this is the fundamental benefit of team building.

3.2 Current status of business team building in advertising companies in Fuzhou

Business team building is an important management task for the development of advertising companies. It is the implementation of each specific work task of the advertising company and the business objectives of the business. key to its realization. The business of Fuzhou Advertising Company is developing in a more diversified direction, mainly including the diversification of business projects, diversification of business services and diversification of business scope.

With the development and growth of Fuzhou's advertising industry, higher requirements have been put forward for the construction of business teams of advertising companies in Fuzhou

3.3 There are problems in the construction of business teams of advertising companies in Fuzhou

Leading to Advertising companies face many problems in business team building, and it has become an urgent problem that most advertising companies need to solve. Solving business team building will be directly related to the development of advertising companies in Fuzhou.

4. Main measures to improve the business team building of advertising companies

Adjusting business ideas and building an efficient business team are the keys to developing the advertising industry. The key to building a business team is to strengthen the "development, attraction and retention" of advertising talents in Fuzhou. To establish a good environment for regional industry development, we should establish a sound regulatory system and increase macro-control efforts in the industry market to effectively manage and supervise.

5. Research objectives

Through the research on this topic, we strive to initially establish a scientific and reasonable team building in the advertising industry. Construct a new business strategy idea for colleagues, and realize that human resource strategy integration research can flourish in the advertising industry and be applied and innovated in practice.

3. Key issues to be solved

3.1. Through the actual situation of team building in the advertising industry, analyze the problems existing in its actual operation and propose corresponding practical solutions. Integrating approaches to HR strategy and building new team building.

3.2. Solve the problem of how to effectively manage and supervise the advertising industry in a specific environment by establishing a complete regulatory system in accordance with the general environment of regional industry development and increasing the intensity of macro-control of the industry market. Graduation Thesis Proposal for Advertising Major 3

This topic studies the development of wall advertising in rural China, focusing on the development process of wall advertising in rural China, the characteristics of rural wall advertising, and rural wall advertising. This paper gives a detailed and comprehensive explanation of the advantages and constraints of rural wall advertising in China, as well as the challenges and opportunities that rural wall advertising will face in the future. By analyzing the problems in the production, release, and maintenance of rural wall advertisements and proposing relevant countermeasures and suggestions, the development of rural wall advertisements is analyzed under the historical conditions in which China's rural economy has achieved rapid development and farmers' income has increased but has not yet reached great affluence. It is believed that this opportunity can provide scientific basis for wall advertising companies to produce more standardized and effective wall advertisements, for enterprises to carry out effective marketing activities in developing rural markets, and to bring fresh vitality to China's rural market.

1. Purpose and significance of the research

With the rapid development of rural areas in China, the increase in economic income has led to the increasing purchasing power and demand of rural residents for various production and daily necessities. . Compared with the increasingly fierce Red Ocean market in urban areas, China's rural market with more than 900 million farmers has become a blue ocean market that attracts more and more companies to enter. The challenge of how to open the rural market with huge potential and attract rural residents to buy products ensues. advertise! In this information age, advertising has become the most direct and convenient marketing method to attract attention and induce consumers to purchase. It is the first choice for many companies to carry out marketing activities.

So, among the many media, which media or combination of media should be chosen to accurately "hit" the target audience? Influenced by the fact that the current economy in rural areas is still not very developed and China's vast rural areas have a lot of Affected by strong regional factors and other factors, rural consumers show characteristics such as low cultural quality, relatively low consumption levels, relatively fixed purchasing preferences, and strong herd mentality. Media such as television, radio, newspapers, magazines, the Internet, and outdoor carriers Rural advertising does not show strong advantages. Wall advertising has become a media that advertisers need to consider when advertising in rural areas due to its simple form, low production cost, wide communication range, ability to integrate into local life, and strong pertinence.

Although wall advertising has a long history of development in China, due to the influence of China’s political economy, rural wall advertising has not played its role in commercial information promotion for a long time. The new life of wall advertising is accompanied by the development of China's rural economy.

This article traces the development of wall advertising in rural China at different historical stages, studies the characteristics of wall advertising in rural China in different periods, and summarizes the focus, style, and form of wall advertising in publicity. and changes in the content of products promoted, and found the restrictive factors of rural wall advertising in terms of location selection, advertising production, material selection, quality monitoring and maintenance, etc. and put forward countermeasures; by analyzing the current situation of the wall advertising industry, we put forward the domestic The dilemmas faced by many large and small wall advertising companies in resource integration, information communication and industry regulations; through the introduction of new wall advertising production technology - the emergence of wall advertising inkjet film, the convening of the first China Wall Advertising Industry Marketing Forum and The implementation of national economic development, "home appliances to the countryside" and "cars to the countryside" and other national policies have presented opportunities for the development of wall advertising in China's rural areas. These will provide valuable reference for enterprises to quickly open up the rural market.

2. Current status, content and methods of research on the subject

(1) Current status of the research on the subject

Research on wall advertising in rural China mainly began in the academic circle , and then some companies specializing in wall advertising made a simple analysis of wall advertising. These research directions mainly focused on the meaning and characteristics of wall advertising in rural China, the historical changes in wall advertising in rural China, and the current stage of wall advertising. The main existing problems are analyzed, and the prospects of wall advertising in rural China are analyzed separately. 1 Research on the concept of wall advertising Zhang Rui, Kang Chuying, Li Xiang and others explained the concept of wall advertising. For example, Kang Chuying believes that paper publication Penguin No. 1760405151 wall advertisements refer to prominent locations placed on both sides of urban suburbs, rural areas, highways, railways, national highways, provincial highways, and township roads. Advertising materials are used to draw advertising text and pictures. Various forms of advertising can be achieved by directly pasting spray-painted images on the walls of private houses, residential walls, factory walls, or directly on the walls to achieve their advertising purposes.

2 Research on the development history of wall advertising

Zhao Chen, Wang Yunping, Yang Yi and others have made their own understandings of the history of wall advertising. For example, Zhao Chen sorted out the wall advertisements from the Qing Dynasty to the 1920s, while Wang Yunping mainly studied China's wall advertisements from the founding of New China in 1949 to the reform and opening up in 1979.

Kang Chuying, Luo Dan and others pointed out the main problems existing in wall advertising at this stage. For example, Rodin believes that the problems existing in the production and management of wall advertisements are:

(1) The production is rough and the level is uneven. A considerable number of outdoor wall advertisements are still in a shoddy and low-level state. For example, advertising words are not smooth, the fonts are not standardized, the walls are untidy, the color combination is unreasonable, there are even typos, and the installation of outdoor walls on walls where national laws and regulations prohibit advertising, violates the aesthetic and artistic principles in communication.

(2) Insufficient understanding and extensive management. Because wall advertisements are simple to produce and low in cost, the industry does not have a unified and sufficient understanding of wall advertisements, so that allowing them to develop freely has formed a pattern of extensive management, which has also brought some negative and negative impacts.

3 Research on wall advertising design

Rodin believes that CIS theory should be fully utilized to plan creativity. The release and production of outdoor wall advertisements is not just a simple advertising act, but refers to the full and effective use of the basic elements in CIS such as corporate name, corporate logo, corporate trademark, corporate special fonts, corporate combination fonts, corporate standards Colors, unified advertising slogans, etc., organically combine the company's business philosophy and cultural spirit to establish a company's distinctive and unique personality image, and achieve the ultimate goal of expanding corporate sales, expanding corporate visibility and reputation. .

Phil Barnhart pointed out in his article "Creating a New Logo": Trademark design is an important reflection of a company's business. A great trademark design can attract potential consumers and is also the "first impression" of the company's business. , a great logo design can bring consumer loyalty and business credibility to the company, and most importantly, the logo design can distinguish itself from other businesses.

Bharat Bista pointed out that colors have psychological effects. Although they are natural properties of the eyes, they are a chemical reaction of the mind. Color is perceived through the pupils.

Advertising design should use appropriate colors to attract consumers’ attention. If a red or blue wall advertisement suddenly appears on the same gray rural wall, it will attract the attention and concern of rural residents.

4 Research on the development prospects of wall advertising

Regarding the development prospects of wall advertising in rural areas, researchers have put forward their own opinions. Some believe that television media is currently the most popular media. The most popular mass media in rural areas, with the development of rural economy, the Internet has also begun to enter rural households, and wall advertisements can be used as auxiliary publicity media.

Yang Yi believes that in today’s increasingly developed world of information, there is still a market for wall advertising in rural areas. Because in the short term, China's urban-rural dual social structure will not change. Walls will still be the main media for outdoor advertising in rural areas with relatively backward economies and weak infrastructure. They are full of local flavor, local characteristics, vivid images, and easy to understand. Easy to remember wall advertisements can still attract the attention of rural people. It is foreseeable that wall advertising will further develop in a more standardized, harmonious, colorful and humanistic direction, and will also make greater contributions to the construction of my country's new socialist countryside. With the progress of the times and the in-depth development of rural social economy, in the further future, walls will gradually be replaced by other better outdoor media (such as billboards, etc.). At that time, wall advertising will complete its history. Mission can withdraw from the stage of history.

(2) Content of the research

The object of this research is wall advertising in rural China. The basic contents of the research include the concept of wall advertising, the history and development of wall advertising in China, the advantages and limitations of wall advertising in rural China, and the future of wall advertising in rural China.

1. The concept of wall advertising

This part mainly describes the meaning and characteristics of wall advertising.

In this project, wall advertising is limited to a special environment in rural China. Wall advertising in rural China is defined as: on provincial roads, national roads, railway sides, expressways, and suburban areas. A form of communication in which various words or patterns with advertising significance are painted with special materials on eye-catching fences along rural roads and other places, especially on the exterior walls of rural residences.

In this topic, the characteristics of wall advertising are simple form, low cost, wide spread range and high accessibility, and can be integrated into local life.

2. The history and development of wall advertising in China This part mainly talks about the development and causes of wall advertising in modern and contemporary rural areas during the Qing Dynasty, the Republic of China period, and the specific changes in contemporary rural wall advertising. Elaborate.

3. Advantages and limitations of wall advertising in rural China

This part elaborates on the advantages of wall advertising in rural China, such as a superior media environment in rural areas and a strong Targeting and limitations of wall advertising in rural China such as limiting factors in the production process of wall advertising and limiting factors in the publishing process of wall advertising.

4. The future of wall advertising in rural China

This part describes the challenges faced by wall advertising in rural areas such as the lack of effective supervision, statistical monitoring and post-maintenance, as well as the challenges from the wall advertising industry It will also elaborate on the internal challenges faced by China's rural wall advertising in terms of wall advertising production technology, internal adjustments in the wall advertising industry and the rural market.

(3) Research methods of the project

The methods that will be used in this research mainly include empirical analysis method, literature research method, comparative method and statistical method, etc.

1. Empirical analysis method: including theoretical empirical evidence and practical empirical evidence, combined with practice to collect, organize, summarize and summarize a large number of materials, make full use of the Internet, newspapers, magazines and other information sources to grasp the latest relevant information in a timely manner Research trends and lay a solid foundation for writing good papers.

2. Literature research method: According to the research topic, obtain information by investigating a large number of documents, so as to comprehensively and correctly explain the understanding of the meaning of rural wall advertising and the development process of wall advertising in China overview.

3. Comparative method: In introducing the superiority of rural wall advertising, the traditional media and rural wall advertising are compared, and the comparative method is used to analyze that rural wall advertising is unique in rural advertising. advantages.

4. Statistical method: For the various data collected, the statistical method is adopted and presented in lists, striving to be concise and clear.

3. Expected results and innovation points of the project research

(1) Expected results of the project research

This project studies the development of wall advertising in rural China. Focusing on the development history of rural wall advertising in China, the characteristics of rural wall advertising, the advantages and constraints of rural wall advertising, and the challenges and opportunities that rural wall advertising will face in the future, a detailed analysis of China's rural wall advertising is conducted. Comprehensive explanation. By analyzing the problems in the production, release, and maintenance of rural wall advertisements and proposing relevant countermeasures and suggestions, the development of rural wall advertisements is analyzed under the historical conditions in which China's rural economy has achieved rapid development and farmers' income has increased but has not yet reached great affluence. It is believed that this opportunity can provide scientific basis for wall advertising companies to produce more standardized and effective wall advertisements, for enterprises to carry out effective marketing activities in developing rural markets, and to bring fresh vitality to China's rural market.

(2) Innovation points of the project research This project study summarizes the previous experience and puts forward its own opinions. The historical development of rural wall advertising in China was sorted out in detail, and the advantages and disadvantages of wall advertising in its development were summarized, making the development status of rural wall advertising in China clearer in each period.

On this basis, this research also aims at the current situation of rural wall advertising development, combining communication, aesthetics, consumer psychology and other disciplines to propose targeted suggestions for the design of rural wall advertising. These suggestions provide theoretical reference for designers to clarify the historical role of wall advertisements and create wall advertisements with a more contemporary flavor. ;