文化价值角度的中美商业文本广告语对比分析

发布时间：2018-07-03 13:20

本文选题：文化价值 + 商业文本广告语　；参考：《西安工程大学》2012年硕士论文

【摘要】：广告在人们生活中的地位日益突出，当今科技日新月异，促进了商品经济的迅速发展。越来越多的人开始关注商业广告。商业广告的主要任务是促进商品销售，同时，商业广告还肩负着另一个重要职责——文化传播。商业广告可以快速准确地反映本国文化价值的新方向，同样来自不同国家的商业广告，它所反映的文化价值也不尽相同。本文就近年来中国和美国的商业文本广告语进行对比分析，研究中美两国文化价值变化的新趋向。本文的研究基于一个问题——当代中美商业文本广告语的新变化所反映的新的文化价值变化方向是什么？基于此问题及相应的理论，作者又提出了四个假设问题。作者从四个不同的文化价值维度来对比分析中美两国商业文本广告语所反映的最新的文化价值变化趋势。本文的文化价值理论分别来自于Kluckhohn和Strodtbeck的时间取向价值理论，，Hall的高低语境理论，以及Hofstede的个人集体主义和权利距离理论。通过对比分析中美两国的商业文本广告语，作者得出如下结论：1.中国已由集体主义价值取向向个人主义价值取向过度。2.中美两国商业文本广告语在权利距离这个价值取向上无变化。3.中国商业广告注重高语境文化，而美国商业广告则反映出更多的低语境文化。4.中美两国的商业文本广告语均为现在时间取向。本文为文化研究者提供了一个新的研究方向，同时，也为跨文化教师及学习者提供了一个全新的视角。最后，广告商也可以从本文了解中美两国的文化价值变化的新趋向，并将这些新的文化价值取向应用于他们的广告创作中，从而满足消费者的需要，提高其商品销售。
[Abstract]:The position of advertising in people's life is becoming more and more prominent. Nowadays, the rapid development of science and technology has promoted the rapid development of commodity economy. More and more people begin to pay attention to commercial advertising. The main task of commercial advertising is to promote the sale of goods. At the same time, commercial advertisements also shoulder another important duty, cultural communication. Commercial advertisements can be fast and accurate. The new direction of the cultural value of the country, which also comes from the commercial advertisements from different countries, reflects different cultural values. This paper makes a comparative analysis of the commercial text advertising language in China and the United States in recent years, and studies the new trend of cultural value changes between China and the United States.
This study is based on a question - what is the new orientation of the new cultural values reflected in the new changes in commercial text advertising in contemporary China and the United States? Based on this and the corresponding theory, the author puts forward four hypotheses. The author compares and analyses commercial text advertising language between China and the United States from four different cultural values. The latest trend of cultural value changes is reflected. The theory of cultural value of this article comes from the theory of time orientation value of Kluckhohn and Strodtbeck, the high and low context theory of Hall, and the theory of individual collectivism and right distance of Hofstede. By comparing and analyzing the commercial text advertising language between China and the United States, the author draws the following conclusion Theory: 1. China has been over the value orientation of collectivism to individualism.2.. The commercial text advertising language of China and the United States have no change in the value orientation of rights..3. Chinese commercial advertisements pay more attention to the high context culture, while American commercial advertisements reflect more low context culture.4. commercial text advertising language between China and the United States. It is the current time orientation.
This paper provides a new research direction for cultural researchers, and also provides a new perspective for cross-cultural teachers and learners. Finally, advertisers can also understand the new trends in cultural value changes between China and the United States and apply these new cultural values to their advertising creation. The consumer needs to improve the sale of its goods.
【学位授予单位】：西安工程大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H15;H315

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