中外幽默广告比较研究

发布时间：2018-04-27 03:28

本文选题：幽默广告 + 广告比较　；参考：《辽宁大学》2011年硕士论文

【摘要】：美国学者特鲁说过:“幽默是一种能力,一种了解并表达幽默的能力;幽默力量是一种艺术,一种运用幽默和幽默感来增进你与他人的关系,并改善你对自己作真诚评价的一种艺术”。幽默是人的一种情感需求,不论在工作中还是生活中,我们常常需要幽默营造快乐轻松的气氛,它总能够给我们带来心灵上和情感上的放松。而广告这种行为,不论是作为一种产品或服务的销售手段,还是作为企业或者公益形象建立的途径,如果能搭上“幽默列车”,便如同腾云驾雾,可以达到事半功倍的宣传效果。幽默广告的作用与价值越来越受到社会各界人士重视和推崇。纵观全球五大知名广告奖项的获奖作品,幽默广告所占比重绝不占少数。近几届戛纳广告节获奖作品大部分是以利用单纯鲜明、一目了然的幽默情节而取胜的幽默广告,其他的获奖作品中也有近三分之一运用了幽默手法。我国的影视广告和平面广告也不乏幽默元素,而且幽默广告产生的巨大效果也越来越为国内广告创作人员所重视。但由于国内广告起步较晚及国内外文化有差异等原因,在中国传统文化影响下的国内幽默广告并没有达到高水准,与国外幽默广告相比还存在一定的差距。本文站在前人对国内外幽默广告研究的基础上,试图通过比较国内外商业幽默广告作品,从中发现国内外幽默广告具体差距所在,全文分为三个部分,第一部分从中外幽默广告对幽默自身因素认知角度进行比较,第二部分从幽默广告的广告内涵角度进行比较,第三部分从幽默广告的广告外延角度比较。本文期望通过比较总结出中外幽默广告有差异的地方,能对国内广告创作人员有所帮助,从而为国内幽默广告的创作添砖加瓦。
[Abstract]:"humor is a kind of ability, a ability to understand and express humor; humor power is an art, a use of humor and sense of humor to enhance your relationship with others," said Tru, an American scholar. And improve the art of your sincere evaluation of yourself. Humor is a kind of emotional need of human beings. We often need humor to create a happy and relaxed atmosphere in both work and life. It can always bring us spiritual and emotional relaxation. Advertising, whether as a means of selling a product or a service, or as a way to establish a corporate or public image, is like flying the clouds if you can get on the "train of humor". Can achieve twice the effect of publicity with half the effort. The function and value of humorous advertisement are paid more and more attention and praise by people from all walks of life. Throughout the world five well-known advertising awards winning works, humor advertising is not a minority. In recent years, most of the winning works of Cannes Advertising Festival are humorous advertisements that use simple and clear humorous plots. Among the other winning works, nearly 1/3 have also used humor techniques. There are also many humorous elements in film and television advertisements and print advertisements in our country, and the great effect of humorous advertisements is paid more and more attention by domestic advertisement creators. However, due to the late start of domestic advertising and the differences between domestic and foreign cultures, the domestic humor advertising under the influence of Chinese traditional culture has not reached a high level, and there is still a certain gap compared with foreign humor advertising. Based on the previous researches on humor advertising at home and abroad, this paper tries to find out the specific gap between domestic and foreign commercial humor advertising works by comparing domestic and foreign commercial humor advertising works. The full text is divided into three parts. The first part makes a comparison between Chinese and foreign humorous advertisements from the perspective of cognition of humor itself, the second part from the perspective of the advertising connotation of humor advertising, and the third part from the perspective of the advertising extension of humor advertising. This paper hopes to sum up the differences between Chinese and foreign humorous advertisements, which can be helpful to the domestic advertising creators, thus contributing to the creation of domestic humorous advertisements.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：H15;H315

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