中日广告文化差异比较研究

发布时间：2018-03-29 10:24

本文选题：词汇选择　切入点：文化　出处：《重庆大学》2012年硕士论文

【摘要】：广告是经济发展的产物。随着商品经济的不断发展，各式各样、种类繁多的商品相继打入市场，商品间的竞争可谓是空前激烈。在众多同类产品中，如何能让自己的产品脱颖而出、力压群雄，就成了各厂商最关心的问题。正是在这样的大坏境下，以宣传为目的的广告迅速发展起来。好的广告能够突出产品的性能及特点，让消费者了解到产品与众不同的优势；好的广告能拉近产品与消费者的距离，赢得他们的好感与信赖；好的广告能传递品牌的精神，激发人们内心深处的渴望与追求，建立品牌与消费者之间难以割舍的精神纽带。而一则好的广告，除了要考虑产品本身的特点及广告的宣传目的外，还必须与文化特点、民族特点、语言本身的特点相结合。广告语言属于语言的一种表达形式。各国语言的产生都与本国地理环境、习俗、文化等因素密不可分。而广告语言也是语言的一部分，它必然拥有一般语言的共性—即，受本国的地理环境、习俗、文化的影响。本论文在收集了大量颇具代表性的中日广告词的基础上，以单词为基本单位，进一步将广告词进行分解，从中找出外来语、形容词、名词、副词进行归类并分析、总结他们的特点。在此基础上，从外来语、形容词、名词、副词四个方面，，研究中日两国广告在词汇选择方面的异同点，并从词汇出发，探究中日两国在文化、习俗等方面的特点。希望在国际贸易日益频繁的今天，本论文能对中国企业的异文化宣传有一定借鉴意义。
[Abstract]:Advertising is the product of economic development. With the continuous development of the commodity economy, a wide variety of goods have entered the market, the competition between commodities is unprecedented fierce. How to make their products stand out from the crowd has become a major concern of all manufacturers. It is in such a bad situation that advertising for the purpose of publicity has developed rapidly. Good advertisements can highlight the performance and characteristics of products, and let consumers understand the unique advantages of products; good advertisements can narrow the distance between products and consumers and win their goodwill and trust; good advertisements can convey the spirit of the brand. A good advertisement must not only consider the characteristics of the product itself and the purpose of advertising, but also with the characteristics of culture, which can not only stimulate people's deep desire and pursuit, but also establish a spiritual bond between the brand and the consumer, and a good advertisement should not only consider the characteristics of the product itself and the purpose of the advertisement, but also the cultural characteristics. National characteristics, the characteristics of the language itself. Advertising language is a form of expression of language. The emergence of national languages is closely related to their geographical environment, customs, culture and other factors. Advertising language is also a part of the language, it must have the common features of the general language, that is, Influenced by the country's geographical environment, customs, and culture. On the basis of collecting a large number of representative Chinese and Japanese advertising words, this paper further decomposes the advertising words and finds out the foreign words, adjectives, nouns and adverbs for classification and analysis, taking the words as the basic unit. On this basis, from four aspects of foreign words, adjectives, nouns and adverbs, this paper studies the similarities and differences between Chinese and Japanese advertisements in terms of lexical choice, and explores the culture of China and Japan from the perspective of vocabulary. It is hoped that, with the increasing international trade, this paper can be used for reference in the promotion of different cultures of Chinese enterprises.
【学位授予单位】：重庆大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H36;H152

【共引文献】