关于韩中广告语言的考察

发布时间：2018-03-10 10:19

本文选题：文化　切入点：广告语　出处：《复旦大学》2008年硕士论文　论文类型：学位论文

【摘要】： 1992年,韩国和中国正式建立大使级外交关系,这成为增进韩中两国经济文化的踏板。经过10多年的共同努力,中韩两国成为很密切的友邦国家,文化也得到了迅速的发展和深层次的交流。中国和韩国都属于亚洲,文化传统相近,但又有着不同的社会心理、历史、习俗、文化等。因此,本文从文化语言学的角度出发,研究韩中两国的广告语言,通过这份研究,要进一步了解两个国家的文化。广告是社会文化文明的一种产物,是反映现代社会特点的一门综合艺术。在广告里面可以最快、最大地反映出各种社会现象,同时,比起别的文化产物如音乐、绘画等,它能更快地表现出社会成员的心理。广告语言是广告的核心内容,它蕴含并反映着社会文化。因此,通过广告语言我们既可以研究一个民族的语言,也可以理解一个国家的文化。笔者在韩国和中国两个国家的杂志中,选出了同样的国际广告,然后进行了实证研究。本文总共分为五章: 第一章说明了研究目的、研究方法、语料来源、分析方法及内容。第二章论述了当前对韩中广告的研究概况,介绍了韩国和中国各自的韩中广告语言比较研究的成果。第三章论述了广告和文化的关系,广告能迅速反映出民族文化和该民族的文化心理。第四章分析了收集的语料,分为六节:商品名称位置不同、拟声拟态词的使用、四字格的使用、外来词的使用、情感诉求、使用本土文化色彩的广告。第五章说明了得出的结论,主要有六点: 一、在韩国的广告语中,商标名称放在广告的最后面,而中国的广告则把产品名称置于广告开头。这反映出了韩国人和中国人在认知、文化上的巨大差异。二、在同样的广告里,韩国的采用了拟声拟态词来形容事物,而中国的没有采用。韩国语利用表音文字特点,让广告语更加生动、新鲜。三、102对例子中,中国的广告语里有31条采用了四字格式,占30.3%。四字格式在中国是很常用的一种格式,这次分析也证明了其在汉语中的地位。四、韩国语是表音文字,可以直接用韩语拼音将外来词直接表达出来;而中国语是表意文字,利用音译、意译、音译加表意、音译和意译结合等方法来接受外来词。这也是和两国国家的文化有密切的关系。五、在韩国和中国广告当中情感诉求方法的使用率的差异不大,即两者比西方国家都更多地使用情感诉求的方法。六、在中国广告当中,多使用具有中国独特文化色彩的广告语。在国际化广告当中,这样本土化的做法更容易贴近中国消费者,取得他们的信任。
[Abstract]:In 1992, South Korea and China formally established diplomatic relations at the ambassadorial level, which has become the pedal to enhance the economic and cultural relations between the two countries. After more than 10 years of joint efforts, China and South Korea have become very close friendly countries. Both China and Korea belong to Asia, and their cultural traditions are similar, but they have different social psychology, history, custom, culture and so on. Therefore, from the perspective of cultural linguistics, this paper studies the advertising languages of Korea and China. Through this study, we should further understand the cultures of the two countries. Advertising is a product of social and cultural civilization. It is a comprehensive art that reflects the characteristics of modern society. In advertising, it can be the fastest and the largest reflection of all kinds of social phenomena. At the same time, compared with other cultural products such as music and painting, It can express the psychology of social members more quickly. Advertising language is the core content of advertising, it contains and reflects social culture. Therefore, through advertising language, we can study the language of a nation. You can also understand the culture of a country. In the magazines of Korea and China, the author selects the same international advertisements, and then carries out an empirical study. This paper is divided into five chapters:. The first chapter explains the research purpose, research method, corpus source, analysis method and content. The second chapter discusses the current research situation of Korean and Chinese advertising, and introduces the results of Korean and Chinese advertising language comparison between Korea and China. The third chapter discusses the relationship between advertising and culture, advertising can quickly reflect the national culture and the national cultural psychology. Chapter 4th analyzes the collected corpus, which is divided into six sections: different commodity names, the use of onomatopoeia, the use of four characters, the use of loanwords, the appeal of emotion, and the use of native cultural advertisements. Chapter 5th illustrates the conclusions drawn, with six main points:. First, in the Korean advertising language, the trademark name is placed at the bottom of the advertisement, while the Chinese advertisement puts the product name at the beginning of the advertisement, which reflects the huge difference between Korean and Chinese in cognition and culture. Second, in the same advertisement, South Korea uses onomatopoeia to describe things, but China does not. Korean uses phonetic characters to make advertising more vivid and fresh. Three hundred and ten two pairs of examples, 31 of the Chinese advertising language used a four-character format, accounting for 30.3a four-character format in China is a very common format, this analysis also proved its position in the Chinese language. Fourth, Korean is a phonetic character, which can be directly expressed in Korean Pinyin, while Chinese is ideographic, using transliteration, free translation, transliteration and ideographic meaning. The combination of transliteration and free translation to accept loanwords is also closely related to the cultures of the two countries. Fifth, there is no significant difference in the usage of affective appeal methods between Korea and China, that is, they both use affective appeal methods more than western countries. Sixth, in Chinese advertising, more use of Chinese unique cultural color advertising language. In international advertising, it is easier to get closer to Chinese consumers and gain their trust.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：H55

【引证文献】