中美广告标语文化价值观对比研究

发布时间：2018-06-21 13:12

本文选题：广告标语 + 广告诉求　；参考：《对外经济贸易大学》2007年硕士论文

【摘要】： 作为一种特殊的语言形式,广告语言是一个民族价值观、传统、宗教信仰的综合反映。通过各种媒体,例如电视、广播、杂志、报纸和广告牌,广告兜售价值观和生活理念,同时也塑造大众行为。标语是应用在政治、商业、宗教以及其他语言背景下一种重复性表达观点或意图的易记句子或短语。广告标语被认为是一种展示产品特点的最有效的广告语言,尤其是在宣传产品上层的质地,回味无穷的口味,低廉的价位以及丰富的营养等方面。广告标语不仅为潜在的消费者打开了购买产品的方便之门,而且提供了解决问题的有效途径。根据盖博的研究,广告诉求出现的频率同一个国家在霍夫泰德价值体系中的得分成相对的正向和反向的关系。广告诉求可以使产品对消费者更具吸引力,所以产品广告十分强调广告诉求。然而,广告诉求并不一定反映产品的特点,也无法与实际的产品相连接。事实上,广告诉求的应用是创造一种氛围或者是作为一种与目标消费者连接的纽带。正因如此,广告诉求被运用到广告中,并且设计成代表目标消费群体的假定价值观。很显然并非每个人都有同样的价值观,广告诉求也并非吸引目标消费群体中的每个人,但是它通常被认为是代表目标消费者的整体价值观。本文通过对比性的研究中美著名广告标语中的广告诉求,中美文化价值观的差异在一定的程度上得以体现。中国的广告标语反映了一种相对高的集体主义、较高不确定防范和权力意识,以及高度的男性文化;美国的广告标语则体现了一种较高的个人主义、相对低的不确定防范和权力意识,以及低度的男性文化。中美广告标语反映出的文化价值观既有区别又有相似之处;其中文化价值观的差异有深刻的文化背景和原因。成功的广告是反映文化价值和信仰的一面镜子;同时文化价值和信仰对广告也有十分深远的影响。无论是国内广告的国际化,还是国际广告的本土化,文化的差异都是需要考虑的至关重要的因素之一。
[Abstract]:As a special language form, advertising language is a comprehensive reflection of national values, traditions and religious beliefs. Through a variety of media, such as television, radio, magazines, newspapers and billboards, advertising to sell values and life ideas, but also shape public behavior. A slogan is a memorable sentence or phrase used in political, commercial, religious, and other linguistic contexts to repeatedly express opinions or intentions. Advertising slogans are considered to be the most effective advertising language to display the characteristics of the product, especially in the promotion of the top texture of the product, aftertaste, low price and rich nutrition. Advertising slogans not only open the door for potential consumers to buy products, but also provide an effective way to solve problems. According to Gable's research, the frequency of advertising appeals is a relative positive and reverse relationship with the country's score in Hoftad's value system. Advertising appeals can make products more attractive to consumers, so product advertisements emphasize advertising appeals. However, advertising appeal does not necessarily reflect the characteristics of the product, nor can it be linked to the actual product. In fact, the application of advertising appeal is to create an atmosphere or as a link with the target consumer. As a result, advertising claims are applied to advertising and designed to represent the assumed values of the target consumer group. Obviously, not everyone has the same values, and advertising appeal is not attractive to everyone in the target consumer group, but it is usually considered to represent the overall values of the target consumer. Based on a comparative study of advertising appeals in famous advertising slogans in China and the United States, the differences in cultural values between China and the United States can be reflected to a certain extent. Advertising slogans in China reflect a relatively high level of collectivism, a higher awareness of uncertainty and power, and a high degree of male culture, while in the United States advertising slogans reflect a higher level of individualism. Relatively low awareness of uncertainty and power, and a low level of male culture. Chinese and American advertising slogans reflect both differences and similarities in cultural values, in which the differences in cultural values have profound cultural background and reasons. Successful advertising is a mirror reflecting cultural values and beliefs, while cultural values and beliefs also have a profound impact on advertising. Whether the internationalization of domestic advertising or the localization of international advertising, cultural differences are one of the most important factors to be considered.
【学位授予单位】：对外经济贸易大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：H05

【引证文献】