中美环保广告的跨文化比较研究

发布时间：2018-06-28 08:03

本文选题：环保广告 + 文化差异　；参考：《湘潭大学》2011年硕士论文

【摘要】：随着环境污染和生态破坏日趋严重,人们开始以各种方式参与到环保的行列之中。环保广告作为一种宣传环境保护知识、提高公众环保意识的有效形式,越来越受到全社会的关注。因此,国内外学者从不同角度对环保广告进行了不同程度的研究,主要集中在语言学、修辞学、社会学等学科领域,而从跨文化交际学角度进行对比研究的实属罕见。环保广告不仅是社会生活中独特的语言现象,而且也是一种重要的社会文化现象。从跨文化的视角来揭示中美环保广告中的文化意蕴和文化差异,有着重要的学术价值和实际价值。本研究试图结合霍夫斯泰德的文化价值理论和霍尔的高低语境理论,参考前人对环保广告的研究,对中美环保广告(以平面广告为主)进行跨文化比较分析,以求能够论证文化背景对环保广告的影响,探究成功的中国环保广告所应具备的重要元素,并创造性地给环保广告创作人一些十分有益的策略。霍夫斯泰德的文化价值理论和霍尔的高低语境理论是学术界用来分析文化差异的重要理论,因此为本文提供了很好的理论依据。通过对收集到的中美环保广告语料进行分析研究,我们可以得出结论:(1)中美环保广告所蕴含的文化差异在集体主义/个人主义、不确定规避性、权力距离和高低语境四个方面均有体现,而在在男性化/女性化这一维度尚无体现;(2)就整体而言,我国环保广告在设计制作上还存在着一些问题,主要体现在内容单调乏味,缺少广告创意。因此本文认为顺从中国文化价值体系,融入传统文化元素,借鉴发达国家先进的广告创作经验将对提高环保广告创作水平大有裨益。本文希望通过对中美环保广告的跨文化比较研究,从理论上丰富环保广告的文化对比研究,从实际上提高公众对环保广告的关注和理解,并给环保广告人一些有益的启示。
[Abstract]:As environmental pollution and ecological destruction become more and more serious, people begin to participate in the ranks of environmental protection in various ways. As an effective form of publicizing environmental protection knowledge and raising public awareness of environmental protection, environmental advertisement has attracted more and more attention of the whole society. Therefore, scholars at home and abroad have carried out different degrees of research on environmental advertising from different angles, mainly focusing on linguistics, rhetoric, sociology and other disciplines, but the comparative study from the perspective of cross-cultural communication is rare. Environmental advertising is not only a unique language phenomenon in social life, but also an important social and cultural phenomenon. It is of great academic and practical value to reveal the cultural connotation and cultural differences in environmental protection advertisements between China and America from the perspective of cross-culture. Based on Hofstedt's cultural value theory and Hall's high and low context theory, this study attempts to make a cross-cultural comparative analysis of environmental protection advertising between China and the United States (mainly in print advertising), referring to previous studies on environmental protection advertising. In order to demonstrate the influence of the cultural background on the environmental protection advertisement, to explore the important elements of the successful environmental protection advertisement in China, and to creatively give some very beneficial strategies to the creator of the environmental protection advertisement. Hofstedt's theory of cultural value and Hall's theory of high and low context are the important theories used by academic circles to analyze cultural differences, so it provides a good theoretical basis for this paper. Through the analysis and study of the environmental protection advertising materials collected from China and the United States, we can draw the following conclusions: (1) the cultural differences contained in the environmental protection advertisements between China and the United States are in collectivism / individualism, which is uncertain and evasive. Power distance and high and low context are embodied in four aspects, but not in the dimension of masculinity / feminization. (2) on the whole, there are still some problems in the design and production of environmental protection advertisements in China, which are mainly reflected in the monotonous content. Lack of creative advertising. Therefore, this paper argues that conforming to the Chinese cultural value system, incorporating traditional cultural elements, and drawing lessons from the advanced advertising creation experience of developed countries will be of great benefit to improving the level of environmental protection advertising creation. This paper hopes to enrich the cultural comparative study of environmental protection advertising in theory through the cross-cultural comparative study of environmental protection advertising between China and the United States, to enhance the public's concern and understanding of environmental protection advertising in practice, and to give some beneficial enlightenment to the environmental protection advertisers.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：H315;H152

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