跨文化交际视角中的中英幽默广告比较
发布时间：2022-01-05 07:41
广告和幽默都有着悠久的历史,二者的结合产生了幽默广告。作为一种特殊的文体体裁,广告能给人们带来轻松快乐,帮助人们减轻压力。广告在人们的日常生活中无处不在,扮演着重要的不可取代的角色。因此,世界各地的广告商纷纷在广告中添加幽默元素来吸引消费者的眼球,从而达到促销的目的。但在广告宣传过程中却出现了问题：本国消费者眼中的幽默广告却被外国观众认为不幽默,甚至还会产生歧义、误解及反感。这是由幽默的文化特性造成的。鉴于此,非常有必要从跨文化的角度对中英广告幽默进行对比研究,以便观众能更好地理解广告幽默,并且可以体会广告幽默带来的审美享受。本文着重分析了中英幽默广告的相同点及其差异,并解释了差异背后的文化根源,旨在帮助人们在理解、鉴赏异国广告的同时,也对广告所宣传的物品作出正确的选择。具体说来,中英幽默广告在运用幽默策略方面有许多共同之处；但中英广告的差异则体现在两者对幽默话题及嘲笑对象的选择方面。研究表明,中西方不同的价值观以及历史文化背景是造成这种差异的主要原因。文本还提出了有助于受众更好理解并欣赏中英幽默广告的策略：了解中西方的文化差异、培养同感以及考虑幽默广告的语境。随着世界经济全球化的不断...
【文章来源】：南京师范大学江苏省 211工程院校
【文章页数】：80 页
【学位级别】：硕士
【文章目录】：
中文摘要
Abstract
Chapter One Introduction
1.1 Research Objective
1.2 Significance of the Research
1.3 Methodology
1.4 General Organization
Chapter Two Literature Review
2.1 Studies on Humor Abroad and at Home
2.2 Studies on Humorous Advertisements Abroad and at Home
2.3 Features of Humor
2.3.1 Definitions of Humor
2.3.2 Classifications of Humor
2.3.3 Characteristics of Humor
2.4 Features of Humor in Advertising
2.5 Some Related Theories of Cross-cultural Communication
2.5.1 A Brief Review of Individualism-Collectivism
2.5.2 Cultural Values of China and Western Countries
2.5.3 Humor and its Cultural Relevance
2.5.4 Humor and Cross-cultural Communication
Chapter Three Comparison between Chinese and EnglishHumorous Advertisements
3.1 Similarities between Chinese and English Humorous Advertisements
3.1.1 Similarities in Objectives of Humorous Advertisements
3.1.2 Similarities in Strategies in Humorous Advertisements
3.2 Differences between Chinese and English Humorous Advertisements
3.2.1 Differences in Choices of Topics for Humorous Advertisements
3.2.2 Differences in Preference for Joking Objects in Humorous Advertisements
Chapter Four Cultural Reasons for Differences betweenChinese and English Humorous Advertisements
4.1 Cultural Reasons for the Differences in Choices of Topics
4.1.1 Cultural Reasons for Choices of Topics Preferred by Chinese Humorous Advertisements
4.1.2 Cultural Reasons for Choices of Topics Preferred by English Humorous Advetisements
4.1.3 Discussion of Different Preference in Choices of Topics
4.2 Cultural Reasons for the Differences in Joking Objects Preferred by Chinese and English Humorous Advertisements
4.2.1 Cultural Reasons for Joking Objects Preferred by Chinese Humorous Advertisements
4.2.2 Cultural Reasons for Joking Objects Preferred by English Humorous Advertisements
4.2.3 Discussion of the Different Preference in Joking Objects
Chapter Five Conclusion
5.1 Major Conclusions
5.2 Suggestious for Understanding Humorous Advertisements form the Cross-cultural Perspective
5.3 Implications
5.4 Limitations and Suggestions for Further Studies
Bibliography
Acknowledgements
【参考文献】：
期刊论文
[1]美国幽默广告研究[J]. 郭虹. 现代传播-北京广播学院学报. 1997(02)
[2]隐私权研究[J]. 张新宝. 法学研究. 1990(03)
硕士论文
[1]中英广告幽默的跨文化比较[D]. 吴瑾.华东师范大学 2009
[2]幽默平面广告中的幽默信息分析[D]. 郑启航.对外经济贸易大学 2006
[3]汉英幽默的跨文化研究[D]. 沈丹.苏州大学 2006
[4]中美电视广告中幽默元素运用的比较[D]. 李聪.对外经济贸易大学 2004
本文编号：3570033
【文章来源】：南京师范大学江苏省 211工程院校
【文章页数】：80 页
【学位级别】：硕士
【文章目录】：
中文摘要
Abstract
Chapter One Introduction
1.1 Research Objective
1.2 Significance of the Research
1.3 Methodology
1.4 General Organization
Chapter Two Literature Review
2.1 Studies on Humor Abroad and at Home
2.2 Studies on Humorous Advertisements Abroad and at Home
2.3 Features of Humor
2.3.1 Definitions of Humor
2.3.2 Classifications of Humor
2.3.3 Characteristics of Humor
2.4 Features of Humor in Advertising
2.5 Some Related Theories of Cross-cultural Communication
2.5.1 A Brief Review of Individualism-Collectivism
2.5.2 Cultural Values of China and Western Countries
2.5.3 Humor and its Cultural Relevance
2.5.4 Humor and Cross-cultural Communication
Chapter Three Comparison between Chinese and EnglishHumorous Advertisements
3.1 Similarities between Chinese and English Humorous Advertisements
3.1.1 Similarities in Objectives of Humorous Advertisements
3.1.2 Similarities in Strategies in Humorous Advertisements
3.2 Differences between Chinese and English Humorous Advertisements
3.2.1 Differences in Choices of Topics for Humorous Advertisements
3.2.2 Differences in Preference for Joking Objects in Humorous Advertisements
Chapter Four Cultural Reasons for Differences betweenChinese and English Humorous Advertisements
4.1 Cultural Reasons for the Differences in Choices of Topics
4.1.1 Cultural Reasons for Choices of Topics Preferred by Chinese Humorous Advertisements
4.1.2 Cultural Reasons for Choices of Topics Preferred by English Humorous Advetisements
4.1.3 Discussion of Different Preference in Choices of Topics
4.2 Cultural Reasons for the Differences in Joking Objects Preferred by Chinese and English Humorous Advertisements
4.2.1 Cultural Reasons for Joking Objects Preferred by Chinese Humorous Advertisements
4.2.2 Cultural Reasons for Joking Objects Preferred by English Humorous Advertisements
4.2.3 Discussion of the Different Preference in Joking Objects
Chapter Five Conclusion
5.1 Major Conclusions
5.2 Suggestious for Understanding Humorous Advertisements form the Cross-cultural Perspective
5.3 Implications
5.4 Limitations and Suggestions for Further Studies
Bibliography
Acknowledgements
【参考文献】：
期刊论文
[1]美国幽默广告研究[J]. 郭虹. 现代传播-北京广播学院学报. 1997(02)
[2]隐私权研究[J]. 张新宝. 法学研究. 1990(03)
硕士论文
[1]中英广告幽默的跨文化比较[D]. 吴瑾.华东师范大学 2009
[2]幽默平面广告中的幽默信息分析[D]. 郑启航.对外经济贸易大学 2006
[3]汉英幽默的跨文化研究[D]. 沈丹.苏州大学 2006
[4]中美电视广告中幽默元素运用的比较[D]. 李聪.对外经济贸易大学 2004
本文编号：3570033
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