中美视频广告中男性形象之比较研究

发布时间：2018-03-22 04:09

本文选题：男性形象　切入点：视频广告　出处：《湖北工业大学》2013年硕士论文　论文类型：学位论文

【摘要】：最近几年，，广告中的男性形象成为跨文化领域研究的热门话题之一。然而，关于视频广告中男性形象的对比研究却很少，相关研究多数集中在对本国杂志或者是视频广告中男性想象这个话题，对中美视频广告中男性形象的研究以及男性形象的变化研究甚少。本文通过对现在和过去关于化妆品、服饰、食品等行业非常流行的60则广告进行研究，证明在中美视频广告中出现的很多共同的男性形象可以在希腊神话中找到原型：有帅气外表的宙斯型；有睿智从容的赫尔墨斯型；有勇敢无畏的阿忒拉斯型和健康阳光的阿波罗型。与此同时，中美视频广告中的男性形象也存在着明显的差异，美国视频广告中男性形象在穿着和行为上更多地展示开放的一面和独立面，而中国的男性形象则相对保守和注重集体荣誉。随着时间的变迁，中国视频广告中的男性形象也在发生着变化，美国也不例外。通过广告所展示给大众的男性形象更加注重家庭和孩子，并且出现在一些女性用品的广告中。这表明男性的地位在当今的社会正在发生着细微的变化，虽然这些变化不足以颠覆男性的主导地位，但这是人类文明的进步。中美视频广告男性形象的差异以及近几年来的变迁是多种因素共同作用的结果。本文从经济、文化和历史三个方面分析中美视频广告中男性形象的异同以及男性想象近几年来产生变化的原因。基于霍夫斯泰德研究，中美是具有非常明显的男性化的国家，这使中美视频广告中男性形象存在共同之处；不同文化和风俗习惯使得中美视频广告中的男性形象又存在着差异。与此同时，经济全球化和不同的历史也是造成两个国家视频广告中男性形象的差异的原因之一。历史文化的不同是导致中美视频广告中男性形象存在差异的主要原因。视频广告中男性形象更加鲜活，男性地位正在发生变化，与此同时，女性地位相对提高。通过借鉴本文的研究成果，广告商可以设计更加满足消费者心理的广告；同时本文的研究成果为中美之间文化的交流提供了资料。
[Abstract]:In recent years, male images in advertisements have become one of the hot topics in cross-cultural studies. However, there are few comparative studies on male images in video advertisements. Most of the related studies focus on the topic of male imagination in domestic magazines or video advertisements, but there are few studies on male images and changes in male images in Chinese and American video advertisements. This paper studies 60 advertisements that are very popular in cosmetics, clothing, food and other industries in the past and now. It is proved that many common male characters in Chinese and American video advertisements can be found in Greek mythology: Zeus with handsome appearance, Hermes with wisdom and ease; The brave Artemis and the healthy sunshine of Apollo. At the same time, there are also obvious differences in male images in Chinese and American video advertisements. In American video advertisements, male images show more openness and independence in dress and behavior. The male image in China is relatively conservative and focuses on collective honor. Over time, the male image in Chinese video advertisements is also changing. The United States is no exception. The male image that is presented to the public through advertising is more family-oriented and child-oriented, and appears in advertisements for some women's goods. This shows that the status of men is changing slightly in today's society. While these changes are not enough to subvert male dominance, they are progress in human civilization. The difference of male image in Chinese and American video advertisements and the changes in recent years are the result of the joint action of many factors. This paper analyzes the similarities and differences of male images in Chinese and American video advertisements from three aspects of culture and history, as well as the reasons for the changes in male imagination in recent years. Based on Hofstedt's research, China and the United States are obviously masculine countries. This makes the male images in Chinese and American video advertisements have something in common; different cultures and customs make the male images of Chinese and American video advertisements different again. At the same time, Economic globalization and different history are also one of the reasons for the difference of male image in video advertising between the two countries. The difference of history and culture is the main reason for the difference of male image in Chinese and American video advertising. The male image in the advertisement is more vivid, The status of men is changing, at the same time, the status of women is relatively improved. By referring to the research results of this paper, advertisers can design advertisements that satisfy consumers' psychology more. At the same time, the research results of this paper provide information for the cultural exchange between China and the United States.
【学位授予单位】：湖北工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G122;G171.2

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