中英化妆品广告语“时间取向”及文化差异对比研究

发布时间：2019-04-24 19:21

【摘要】：近些年化妆品已经成为新型消费热点,化妆品广告语在人类生中承担的角色越来越重要。国内外众多学者对化妆品广告语的研究分门别类,但从文化层面以“时间取向”这一深层文化内涵为视角专门对中英文化妆品广告语进行对比研究却为数不多。本文的创新之处在于运用“时间取向”这一体现深层文化内涵的理论,从现代语言学的角度分别对中英两种语言的化妆品广告语实例做对比分析,展示两者在时间取向上的种种差异,并探究造成时间取向差异的文化根源。时间作为文化深层次的一个重要部分,承载了人们深层意识的文化内涵,又与人们的日常生活密切关联,时间取向正在影响着人们的生活。本文的研究理论来源于霍尔的《无声的语言》和克拉克洪及斯多特贝克的《价值取向》中构建的四个对比框架理论：线性和环形时间取向,将来与过去时间取向,单向和多向时间取向,瞬时和持续时间取向。基于这四个对比框架理论,本文选取了中英文化妆品广告语中的104篇,通过对选取的中英文化妆品广告语的对比分析发现中英文化有着不同的时间取向差异:中国人倾向于环形、过去、多向、持续的时间取向。以美国作为代表的西方社会倾向于线形、未来、单向、瞬时的时间取向。而不同的思维模式、宗教信仰、哲学观念、审美情趣、社会制度、语言习惯等六方面的差异又是形成并影响中西文化的重要因素,这也成了中英文化妆品广告语的区别特征。本文以定性分析为主,语料分析为辅,综合演绎与归纳、描写与解释相结合的研究方法,运用“时间取向”这一深层文化内涵的相关理论,立足英汉双语语料,通过对中英文化妆品广告语实例的对比分析,来探讨不同时间取向带给中英文化妆品广告语的影响,加深对不同文化、不同时间取向以及中英文化妆品广告语特点的认识,加深对化妆品广告语和文化关系的认识,促进跨文化商业活动的开展和跨文化语言交流的进行,促进文化语言学研究与社会语言学研究的深入发展。
[Abstract]:Cosmetic has become a new consumption hot spot in recent years, cosmetic advertising plays an increasingly important role in human life. Many scholars at home and abroad have classified the research of cosmetic advertising language into different categories, but from the perspective of "time orientation", a deep cultural connotation, there are few contrastive studies on Chinese and English cosmetic advertising language. The innovation of this paper is to use the theory of "time orientation", which embodies the deep cultural connotation, to make a contrastive analysis of the examples of cosmetic advertising language in Chinese and English from the perspective of modern linguistics. Show the differences in time orientation, and explore the cultural roots of time orientation differences. Time, as an important part of deep cultural level, bears the cultural connotation of people's deep consciousness and is closely related to people's daily life. Time orientation is affecting people's life. The theory of this thesis is derived from the four contrastive frame theories constructed in Hall's silent language and Clarkhun and Scott Baker's value orientation: linear and circular time orientation, future and past time orientation, One-way and multi-directional time orientation, instantaneous and sustained time orientation. Based on these four contrastive framework theories, 104 Chinese and English cosmetic advertisements are selected in this paper. Through the contrastive analysis of the Chinese and English cosmetic advertisements, it is found that the Chinese and English cultures have different time orientations: the Chinese tend to be circular, past, multi-directional, and continuous time orientation. Western society represented by the United States tends to linear, future, one-way, instantaneous time orientation. The differences in different modes of thinking, religious beliefs, philosophical concepts, aesthetic interests, social systems, and language habits are also important factors in the formation and influence of Chinese and western cultures, which has also become the distinguishing feature of Chinese and English cosmetic advertising language. Based on the theory of "time orientation", this paper focuses on qualitative analysis, corpus analysis, comprehensive deduction and induction, description and interpretation, and is based on English-Chinese bilingual corpus, which is based on the theory of "time orientation", which is based on the deep cultural connotation of "time orientation". Through the comparative analysis of Chinese and English cosmetic advertising language, this paper discusses the influence of different time orientation on Chinese and English cosmetic advertising language, and deepens the understanding of different culture, different time orientation and characteristics of Chinese and English cosmetic advertising language. To deepen the understanding of the relationship between cosmetic advertising language and culture, to promote the development of cross-cultural business activities and cross-cultural language exchange, to promote the in-depth development of cultural linguistics and sociolinguistics research.
【学位授予单位】：扬州大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H152;H315

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