高低语境视角下中美广告语言对比研究

发布时间：2018-02-20 22:19

本文关键词： 高低语境广告语言中美广告语言对比研究　出处：《东北财经大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着经济全球化及世界一体化进程的不断推进,各国间各领域的交流也在不断扩大和加深。作为文化的重要组成部分,广告越来越受到各国学者的重视。因此对广告的研究也涉及到多个领域和学科,广告学、传播学、交际学、民族学、社会学及语言学等都对广告进行了分析和研究。但从高低语境的角度对广告语言进行对比分析的还为数不多,为此本文拟以高低语境理论为基础对中美广告语言进行对比研究。高低语境理论最早是由美国人类学家爱德华·霍尔在其著作《超越文化》中提出的。霍尔根据人们在交流过程中对语境依赖程度的高低将语境划分为高语境和低语境,虽然这两种语境都存在于各种文化当中,但不同的文化对这两种语境有着不同的偏重与喜好。中国是高语境文化代表国之一,其特点是人们在交流中更加依赖于所处的语境,大多数的交流信息已通过语境体现出来,只有极少的信息需要通过清晰的语言来传达,因此人与人之间的交流就比较含蓄和隐晦；与此相反,美国是低语境文化的代表,人们在交流过程中多数信息需要通过清晰编码的语言来传达,他们对语境的依赖程度比较低,因此人与人之间的交流是直接而坦率的。中美两国交流方式的迥异必然会体现在广告语言上。所谓的广告语言,简单来讲就是广告中所使用的语言,它是广告最基本也是最重要的表现形式,它是应用语言学与社会语言学的交叉学科,它在很大程度上体现了社会生活各个方面对语言的使用。由于中美两国属于不同的语境文化,因此在广告当中所使用的语言也会有所不同。本文总共包含五个部分。第一部分是绪论,简要地介绍了研究的目的、意义、方法。第二部分是文献综述,简要介绍了广告语言及国内外对广告语言所做的研究,其中包括对广告语言定义的理解、广告语言的特点、广告语言的功能及国内外专家学者从不同角度对广告语言的研究分析。第三部分是本文的理论基础,为下文的进一步论述提供了理论支持,内容包括对高低语境的定义以及以中国为代表的高语境文化的特点和以美国为代表的低语境文化的特点。第四部分是本文的主体部分,分别从词汇、句式和修辞的角度通过举例说明的方式对中美广告语言进行对比分析。第五部分是结论部分,阐明了本文的主要结论、本文的理论和实践意义、本文的局限及对今后研究的启示。
[Abstract]:With the continuous advancement of economic globalization and the process of world integration, exchanges between countries in various fields are also expanding and deepening. As an important part of culture, More and more scholars from all over the world pay more and more attention to advertising. Therefore, the study of advertising also involves many fields and disciplines, advertising, communication, communication, ethnology, etc. Sociology and linguistics have carried on the analysis and research to the advertisement, but few have carried on the contrast analysis to the advertising language from the angle of the high and low context, therefore this paper intends to carry on the contrast research to the Chinese and American advertising language based on the high and low context theory. The theory of high and low context was first put forward by American anthropologist Edward Hall in his book beyond Culture. Hall divided context into high context and low context according to the degree of dependence on context in the process of communication. Although these two contexts exist in various cultures, different cultures have different preferences and preferences for the two contexts. China is one of the representative countries of high-context culture, which is characterized by the fact that people rely more on the context in which they communicate. Most of the communication information has been reflected in context, only very little information needs to be conveyed through clear language, so the communication between people is more implicit and obscure; on the contrary, the United States is the representative of low-context culture. Most of the information that people communicate needs to be conveyed in a clearly coded language, and they are less dependent on context. Therefore, the communication between people is direct and frank. The different communication methods between China and the United States will inevitably be reflected in the advertising language. The so-called advertising language, in short, is the language used in advertising. It is the most basic and the most important form of expression of advertising, it is the interdiscipline of applied linguistics and sociolinguistics. To a great extent, it reflects the use of language in all aspects of social life. Because China and the United States belong to different contextual cultures, the languages used in advertisements will also be different. This paper consists of five parts. The first part is the introduction, which briefly introduces the purpose, significance and methods of the research. The second part is the literature review, briefly introduces the advertising language and the research on advertising language at home and abroad. It includes the understanding of the definition of advertising language, the characteristics of advertising language, the function of advertising language and the research and analysis of advertising language from different angles by experts and scholars at home and abroad. The third part is the theoretical basis of this paper. It provides theoretical support for further discussion, including the definition of high and low context, the characteristics of high-context culture represented by China and the characteristics of low-context culture represented by the United States. Part 4th is the main part of this paper. From the perspective of vocabulary, sentence structure and rhetoric, this paper makes a contrastive analysis of Chinese and American advertising language by means of illustrative methods. Part 5th is the conclusion part, which illustrates the main conclusions of this paper, the theoretical and practical significance of this paper. The limitations of this paper and its implications for future research.
【学位授予单位】：东北财经大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H05

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