心态文化视角下的中美广告语言特色比较

发布时间：2018-05-26 10:46

本文选题：心态文化 + 中美广告语言　；参考：《广西民族大学》2008年硕士论文

【摘要】： 广告语言,顾名思义,就是在广告中运用的语言。它是语言学同广告学、社会学、心理学和美学等学科结合所产生的一种语言艺术的边缘学科。广告作为一种文化现象,它根植于民族文化,并在特定的文化背景中发展,必然具有不同的特征。比较两种广告语言不但可以丰富和发展语言学的理论和方法,而且具有广告学、民族学、社会学等诸多学术方面的意义。而且,比较两种广告语言的异同并分析其原因,对于我们学习世界上最先进的广告创作经验,同时继续坚持我们自己累积起来的广告创作经验,提高我们的广告创作水平将大有裨益。本文拟从心态文化的视角对中美两国广告语言的特色作一些初步的比较研究。本文以对比语言学、文化语言学的理论为指导,主要借鉴文化语言学中最基本的研究方法——文化参照法和阐释法,从心态文化的视角进行中美广告语言特色的比较研究。文化参照法,即把语言与文化比较、对照起来进行研究的方法。阐释法,即对语言现象进行分析、说明,把隐匿、依附、蕴含于其中的社会、历史、民俗、观念、道德、思维、物质、自然等文化因素及文化意义揭示出来。全文分为七大部分:第一章是绪论,简要介绍为何以文化为切入点并把美国的广告语言作为对比分析的对象;第二章从道德观念的层面比较中美广告语言的特色;第三章从价值观念的层面比较中美广告语言的特色;第四章从审美情趣的角度比较分析中美广告语言的异同点;第五章从哲学观念的角度分析中美广告语言的特色;第六章从思维方式的层面来分析中美广告语言的特色;第七章为结语部分,简要概括由于中美文化的差异,未来的中美广告文案创作应选择的发展之路。
[Abstract]:Advertising language, as its name implies, is the language used in advertising. It is a borderline subject of language art produced by the combination of linguistics and advertising, sociology, psychology and aesthetics. Advertising, as a cultural phenomenon, is rooted in national culture and developed in a specific cultural background, which is bound to have different characteristics. Comparing the two advertising languages can not only enrich and develop the theories and methods of linguistics, but also have many academic meanings such as advertising, ethnology, sociology and so on. Moreover, by comparing the similarities and differences between the two advertising languages and analyzing their reasons, we can learn from the most advanced advertising creation experience in the world and continue to insist on our own accumulated advertising creation experience. It will be helpful to improve our advertising creation level. This paper makes some preliminary comparative studies on the characteristics of advertising language between China and the United States from the perspective of mentality and culture. Guided by the theories of contrastive linguistics and cultural linguistics, this paper mainly draws lessons from the most basic research methods of cultural linguistics-cultural reference method and interpretation method, and makes a comparative study of the characteristics of advertising language between China and the United States from the perspective of mentality and culture. The method of cultural reference, that is, the method of comparing language with culture. The method of interpretation is to analyze and explain the phenomenon of language, to reveal the cultural factors and cultural significance of the hidden, dependent, hidden, contained in it, such as society, history, folklore, concept, morality, thinking, material, nature, and so on. The thesis is divided into seven parts: the first chapter is the introduction, which briefly introduces why the culture is regarded as the breakthrough point and the American advertising language as the object of contrastive analysis, the second chapter compares the characteristics of Chinese and American advertising language from the aspect of moral concept. The third chapter compares the characteristics of Chinese and American advertising language from the perspective of values, the fourth chapter compares and analyzes the similarities and differences of Chinese and American advertising language from the angle of aesthetic sentiment, the fifth chapter analyzes the characteristics of Chinese and American advertising language from the perspective of philosophy. The sixth chapter analyzes the characteristics of the Chinese and American advertising language from the perspective of thinking mode, and the seventh chapter is the conclusion part, which briefly summarizes the way of development of Chinese and American advertising copywriting in the future due to the differences between Chinese and American cultures.
【学位授予单位】：广西民族大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：H05

【参考文献】