글로벌 광고의 재현전략 - 나이키 광고의 글로벌 재현전략과 오리엔탈리즘 -
The Global Advertising Representation Strategy - Nike's Advertising Strategies and Orientalism
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This study highlights the depiction of Orientalism in Nike's global advertising campaigns, critically analyzing how these advertisements reflect and amplify cultural stereotypes through narrative and aesthetic methodologies. It investigates how visual aesthetics and cultural narratives within the advertisements either clash with or complement global consumer perceptions, employing mise-en-scene and narrative analysis. The findings indicate that the elements of Orientalism in Nike’s advertisements tend to reinforce specific cultural images and stereotypes, playing a significant role in the dynamics between brand recognition and cultural sensitivity in the global market. Furthermore, the importance of the role of cultural intermediaries in the ad production process was highlighted. The portrayal of Orientalism in Nike's advertisements enhances the Western perspective of Eastern cultures, which can simplify cultural diversity and depth, and cement specific cultural elements into fixed images.
Abstract
This study highlights the depiction of Orientalism in Nike's global advertising campaigns, critically analyzing how these advertisements reflect and amplify cultural stereotypes through narrative and aesthetic methodologies. It investigates how visual aesthetics and cultural narratives within the advertisements either clash with or complement global consumer perceptions, employing mise-en-scene and narrative analysis. The findings indicate that the elements of Orientalism in Nike’s advertisements tend to reinforce specific cultural images and stereotypes, playing a significant role in the dynamics between brand recognition and cultural sensitivity in the global market. Furthermore, the importance of the role of cultural intermediaries in the ad production process was highlighted. The portrayal of Orientalism in Nike's advertisements enhances the Western perspective of Eastern cultures, which can simplify cultural diversity and depth, and cement specific cultural elements into fixed images.
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