中美平面商业广告中的文化价值对比研究

发布时间：2018-09-09 17:41

【摘要】：随着经济和社会文化的发展,广告已经成为人们日常生活中一个重要而不可或缺的部分。它不仅仅是一种经济活动,同时也扮演着一定的社会角色,是一种文化产品,是文化价值观的反映。在世界经济全球化的今天,从文化角度研究广告和社会文化的关系,有着重要的理论和现实意义。本文的研究主要参照了Hall、Hofstede、Kluckhohn和Strodbeck的文化价值维度以及Cho Bonjin的实验框架,从三个文化维度的角度:高低背景、个人主义/集体主义、时间导向提出了三个假设。研究采用了内容分析法,从广告执行方面对在中国和美国杂志中收集的平面商业广告样本进行了对比分析,对广告做一个比较全面的文化解读,从中美商业广告的角度去重新认识中美文化价值观,为中西文化的有效沟通以及中美广告的有效传播提供一种借鉴。研究结果表明,在高低背景维度中,中国的平面商业广告没有表现出更显著的“高背景”特征,而美国则表现出明显的“低背景”特征。正如假设,美国的平面商业广告表现出更为明显的个人主义特征,而中国没有表现出更为明显的集体主义特征,反而出现了个人主义特征的印记。与假设不同,在时间导向维度中,中国和美国的平面商业广告都表现出“现在导向”而非“过去”和“未来”导向。研究旨在使受众、广告设计者意识到广告中的文化差异,更好地理解文化和广告之间的联系,以便更好地设计平面商业广告,促进中西方文化交流。
[Abstract]:With the development of economy and social culture, advertising has become an important and indispensable part of people's daily life. It is not only an economic activity, but also plays a certain social role, is a cultural product, is a reflection of cultural values. With the globalization of the world economy, it is of great theoretical and practical significance to study the relationship between advertising and social culture from the perspective of culture. Based on the cultural value dimension of Hall,Hofstede,Kluckhohn and Strodbeck and the experimental framework of Cho Bonjin, this paper puts forward three hypotheses from the perspective of three cultural dimensions: high and low background, individualism / collectivism, and time orientation. The study adopts the content analysis method to compare and analyze the print commercial advertising samples collected in Chinese and American magazines from the aspect of advertising execution, and makes a relatively comprehensive cultural interpretation of advertising. From the point of view of Chinese and American commercial advertising, we can re-understand the values of Chinese and American culture, and provide a reference for the effective communication between Chinese and western cultures and the effective dissemination of Chinese and American advertisements. The results show that China's print advertising does not show a more significant "high background" feature, while the United States shows a "low background" feature in the high and low background dimensions. Just as the assumption is that the American print advertising shows a more obvious individualism, China does not show a more obvious collectivism, on the contrary, it shows the mark of individualism. Different from hypotheses, in the time oriented dimension, both Chinese and American print advertising shows "present orientation" rather than "past" and "future" orientation. The purpose of this study is to make the audience and the advertisement designer aware of the cultural differences in advertising and to better understand the relationship between culture and advertising so as to better design graphic commercial advertisements and promote cultural exchanges between China and the West.
【学位授予单位】：重庆大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：G04;F713.8

【共引文献】