中英食品广告中的文化价值观对比研究
发布时间：2019-04-26 07:08
【摘要】：随着全球经济的不断发展，国家之间贸易往来不断深入，广告作为人们生活中的一个重要组成部分也变得更加多样化。同时，广告作为文化传播手段之一，从方式到内容都蕴含着深刻的文化因素。民以食为天，中西方的饮食文化有很大的不同。因此，本文选取当代中英文食品广告进行分析来探究中西方文化价值观具有广泛的代表性。 本文以跨文化交际为视角，作者以Hofstede的文化价值维度和Pollay的广告诉求理论为理论框架，采用SPSS17.0对选取的150条中英文食品广告中广告诉求进行数据分析。根据该结果对中英文广告中的异同点进行分析，尝试性地分析和解释中英文食品广告中的差异产生的来源以及对跨文化交际产生的影响。 该研究表明，中英文食品广告在广告诉求的使用上既有相同之处又有各自的特点。第一，Healthy, Enjoyment, Effective, Natural四个诉求在中英文食品广告中出现的频率都较高，它们的频繁使用说明这四个诉求是食品广告的基本诉求,同时这些诉求也符合食品广告的特点。第二，，中文广告在Tradition, Status,affiliation等诉求的使用上与英文广告存在显著差异，这与Hofstede的文化价值维度中中国的文化价值观是吻合的，即集体主义，权力距离指数高，对不确定因素回避程度高，阴柔气质文化社会。第三，英文广告在Technological,Independence, Adventure等诉求的使用上与中文广告存在显著差异，这些差异在一定程度上也印证了其背后的文化价值体系。同时，不同的文化价值观会对人们的交际风格以及书面语和口语表达产生一定的影响。
[Abstract]:With the continuous development of the global economy and the deepening of trade between countries, advertising, as an important part of people's lives, has become more diversified. At the same time, advertising as one of the means of cultural communication, from the way to the content contains profound cultural factors. The people take food as the day, the Chinese and the western food culture has the very big difference. Therefore, this paper selects contemporary Chinese and English food advertising to explore the cultural values of China and the West has a wide range of representative. From the perspective of cross-cultural communication, the author takes the cultural value dimension of Hofstede and the advertising appeal theory of Pollay as the theoretical framework, and uses SPSS17.0 to analyze the data of advertising claims in 150 Chinese and English food advertisements. According to the results, this paper analyzes the similarities and differences in Chinese and English advertisements, and tries to analyze and explain the origin of the differences between Chinese and English food advertisements as well as the influence on cross-cultural communication. The research shows that Chinese and English food advertisements have their own characteristics as well as similarities in the use of advertising appeals. The first four demands of, Healthy, Enjoyment, Effective, Natural appear frequently in Chinese and English food advertisements, and their frequent use shows that these four demands are the basic demands of food advertisements, and these demands accord with the characteristics of food advertisements. Second, the use of Chinese advertisements in Tradition, Status,affiliation and other claims is significantly different from that of English advertisements, which is consistent with the cultural values of Hofstede in China, namely collectivism and high power distance index. The degree of avoidance of uncertain factors is high, and the cultural society of Yin-soft temperament. Third, there are significant differences between English advertisements and Chinese advertisements in the use of Technological,Independence, Adventure and other claims, which to some extent confirm the cultural value system behind them. At the same time, different cultural values will have a certain impact on people's communicative style and written and spoken expressions.
【学位授予单位】：河南科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H315;H15
本文编号：2465855
[Abstract]:With the continuous development of the global economy and the deepening of trade between countries, advertising, as an important part of people's lives, has become more diversified. At the same time, advertising as one of the means of cultural communication, from the way to the content contains profound cultural factors. The people take food as the day, the Chinese and the western food culture has the very big difference. Therefore, this paper selects contemporary Chinese and English food advertising to explore the cultural values of China and the West has a wide range of representative. From the perspective of cross-cultural communication, the author takes the cultural value dimension of Hofstede and the advertising appeal theory of Pollay as the theoretical framework, and uses SPSS17.0 to analyze the data of advertising claims in 150 Chinese and English food advertisements. According to the results, this paper analyzes the similarities and differences in Chinese and English advertisements, and tries to analyze and explain the origin of the differences between Chinese and English food advertisements as well as the influence on cross-cultural communication. The research shows that Chinese and English food advertisements have their own characteristics as well as similarities in the use of advertising appeals. The first four demands of, Healthy, Enjoyment, Effective, Natural appear frequently in Chinese and English food advertisements, and their frequent use shows that these four demands are the basic demands of food advertisements, and these demands accord with the characteristics of food advertisements. Second, the use of Chinese advertisements in Tradition, Status,affiliation and other claims is significantly different from that of English advertisements, which is consistent with the cultural values of Hofstede in China, namely collectivism and high power distance index. The degree of avoidance of uncertain factors is high, and the cultural society of Yin-soft temperament. Third, there are significant differences between English advertisements and Chinese advertisements in the use of Technological,Independence, Adventure and other claims, which to some extent confirm the cultural value system behind them. At the same time, different cultural values will have a certain impact on people's communicative style and written and spoken expressions.
【学位授予单位】：河南科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H315;H15
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