中西方环保公益广告中价值观的对比
发布时间：2018-09-17 12:32
【摘要】：广告作为一种传播形态,其内容和表现形式蕴含着各种文化信息诸如价值观念、信仰等。广告通过塑造一定的价值理想、提供一定的价值规范为社会文化的发展做出相应的价值引导,由此承载了文化功能。公益广告作为一种特殊的广告形式,它不以塑造商品形象和推销劳务为目的,它关注的对象是人及思想和行为,并以社会热点为切入点,通过生动的形象和语言,借助现代化的媒体手段,宣扬传统美德,匡扶正义,针砭时弊,从而为社会的文明进步做贡献。所以说,公益广告在淡化商业性的同时,载体空间容纳了更多的文化主题,是所有广告形式中最能体现文化引导职能的。 随着经济全球化及多元化发展,环境问题也变成了一个全球的问题。环保公益广告,旨在宣传生态环境问题,唤醒公众环保意识,采取环保行为。作为公益广告中的一类,必然也承载了文化信息。价值观念是文化的核心组成。因社会文化背景以及社会发展过程的不同,中国人和西方人有着不同的价值观念。某些文化价值观念也体现在中西方环保公益广告中。 本文作者从杂志以及英特网上寻找环保公益广告并挑选了具有代表性的广告,基于霍夫斯泰德的文化理论中个人与集体主义的对比,及克拉克洪和斯乔贝克提出五大价值取向中人与自然的关系、时间取向的文化价值观,对中西方环保公益广告所反映的文化价值观的共同点与区别进行了细致的分析。作者发现责任感是包含在中西方环保公益广告中的共同文化价值观,而价值观差异则体现在集体主义与个人主义、人与自然和谐相处与人类支配自然、过去时间取向与未来时间取向、含蓄与直接、想象力、幽默这些方面。作者希望这些研究成果能够有助于环保公益广告制作者设计出更好的环保公益广告,借以提高大众的环保意识,促进环保行为。
[Abstract]:As a form of communication, advertising contains various cultural information such as values, beliefs and so on. By shaping a certain value ideal and providing a certain value norm, advertisement provides a corresponding value guidance for the development of social culture, which carries the cultural function. As a special form of advertising, public service advertising is not aimed at shaping the image of goods and promoting labor services. Instead, it focuses on people, ideas and behaviors, and takes social hot spots as the starting point through vivid images and languages. By means of modern media, the traditional virtues should be propagated, justice should be vindicated, and social civilization and progress would be contributed. Therefore, public service advertising in the desalination of commercial, the carrier space to accommodate more cultural themes, is all forms of advertising can best reflect the function of cultural guidance. With the development of economic globalization and diversification, environmental problems have become a global problem. The environmental protection public service advertisement aims to propagandize the ecological environment question, awaken the public environmental protection consciousness, takes the environmental protection behavior. As a kind of public service advertisement, it must also carry cultural information. Values are the core of culture. Chinese and Westerners have different values because of the different social cultural background and social development process. Some cultural values are also reflected in environmental protection public service advertisements in China and the West. The writer looks for environmental advertising in magazines and the Internet and selects representative ads based on the contrast between individual and collectivism in Hofstedt's cultural theory. The relationship between man and nature in five value orientations, the cultural values of time orientation, and the similarities and differences of cultural values reflected in environmental protection public service advertisements between China and the West are analyzed in detail. The author finds that the sense of responsibility is the common cultural value contained in the environmental protection public service advertisements in China and the West, and the differences of values are embodied in collectivism and individualism, the harmony between man and nature and the domination of nature by human beings. Past time orientation and future time orientation, implicit and direct, imagination, humor and so on. The author hopes that these research results will be helpful to the producer of environmental protection public service advertisement to design better environmental protection public service advertisement, in order to raise the public's environmental protection consciousness and promote the environmental protection behavior.
【学位授予单位】：南京农业大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：H052
本文编号：2245933
[Abstract]:As a form of communication, advertising contains various cultural information such as values, beliefs and so on. By shaping a certain value ideal and providing a certain value norm, advertisement provides a corresponding value guidance for the development of social culture, which carries the cultural function. As a special form of advertising, public service advertising is not aimed at shaping the image of goods and promoting labor services. Instead, it focuses on people, ideas and behaviors, and takes social hot spots as the starting point through vivid images and languages. By means of modern media, the traditional virtues should be propagated, justice should be vindicated, and social civilization and progress would be contributed. Therefore, public service advertising in the desalination of commercial, the carrier space to accommodate more cultural themes, is all forms of advertising can best reflect the function of cultural guidance. With the development of economic globalization and diversification, environmental problems have become a global problem. The environmental protection public service advertisement aims to propagandize the ecological environment question, awaken the public environmental protection consciousness, takes the environmental protection behavior. As a kind of public service advertisement, it must also carry cultural information. Values are the core of culture. Chinese and Westerners have different values because of the different social cultural background and social development process. Some cultural values are also reflected in environmental protection public service advertisements in China and the West. The writer looks for environmental advertising in magazines and the Internet and selects representative ads based on the contrast between individual and collectivism in Hofstedt's cultural theory. The relationship between man and nature in five value orientations, the cultural values of time orientation, and the similarities and differences of cultural values reflected in environmental protection public service advertisements between China and the West are analyzed in detail. The author finds that the sense of responsibility is the common cultural value contained in the environmental protection public service advertisements in China and the West, and the differences of values are embodied in collectivism and individualism, the harmony between man and nature and the domination of nature by human beings. Past time orientation and future time orientation, implicit and direct, imagination, humor and so on. The author hopes that these research results will be helpful to the producer of environmental protection public service advertisement to design better environmental protection public service advertisement, in order to raise the public's environmental protection consciousness and promote the environmental protection behavior.
【学位授予单位】：南京农业大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：H052
【引证文献】
相关期刊论文 前1条
1 张燕丽;;论环保公益广告与特征[J];艺术科技;2013年05期
，本文编号：2245933
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