中韩电视公益广告表现要素的对比研究
发布时间：2018-08-31 11:33
【摘要】：自1986年中国推出第一条电视公益广告《节约用水》以来,中国电视公益广告已经走过三十多年历程,公益广告的制作能力和播出水平在不断提升,2016年春节中韩首次合作推出电视公益广告,不同文化伴随着广告产业合作而产生碰撞。在这种背景下,对两国电视公益广告的表现要素进行对比分析,并探讨其背后体现的文化价值新变化,不同于以往学界对异质性强的东西方国家对比研究,选择了同在东亚文化圈的中韩进行对比,丰富了跨文化传播的研究范畴。对中国央视公益网和韩国kobaco网在2006年至2016年间制作播出的电视公益广告进行抽样对比和评析,针对不同的表现要素逐一进行验证。以荷兰心理学家吉尔特·霍夫斯泰德(Hofstede)的文化维度理论和美国跨文化传播学奠基人爱德华·霍尔(Hall)的高低语境文化理论作为学理基础,采用内容分析法、案例分析法、文献资料法等多种研究方法,旨在探讨两国电视公益广告中主题设计、创意战略、文化价值的不同呈现及差异形成的影响因素剖析。通过对中韩电视公益广告样本的分析,发现中韩两国的公益广告在主题选择、创意战略、文化维度等方面相似处和相异处并存。在主题设置上,除了对公益广告共性话题的关注外,中韩两国的主题选择具有显著性差异,特别是在意识形态、节日庆祝、公共奉献等主题上焦点不同。受到社会变迁因素影响,中韩电视公益广告的主题往往与社会热点话题和重大事件紧密相关。中韩两国的创意战略上存在相似之处,都受到高语境文化主导,更倾向于使用感性诉求的创意战略表现广告内容,验证了爱德华·霍尔的高低语境理论。两国在文化价值上同样存在异同点,在集体主义、权力距离、不确定性规避维度上较为相似,在阳刚气质和长期导向上具有差异性,特别是中国电视公益广告中呈现出高不确定性规避文化特征,兼具长期导向和短期导向文化特征,与霍夫斯泰德的文化维度结论存在不一致的情况,两国文化价值的差异表明在现代化进程的催化下,中国和韩国后物质主义形态已经悄然崛起。
[Abstract]:Since 1986, when China launched its first television public service advertisement "Saving Water", China's television public service advertisement has gone through more than 30 years. The production ability and broadcasting level of public service advertisement are improving continuously. China and South Korea jointly launch TV public service advertisement for the first time in the Spring Festival of 2016. Different cultures collide with the advertising industry cooperation. In this context, this paper makes a comparative analysis of the performance elements of TV public service advertising in both countries, and discusses the new changes of cultural value embodied in the two countries, which are different from the previous comparative studies of the heterogeneous countries of the East and the West. Compared with China and South Korea in East Asian cultural circle, it enriches the scope of cross-cultural communication. This paper compares and evaluates the TV public service advertisements produced and broadcast by China Central Television Public interest Network and South Korea kobaco between 2006 and 2016, and verifies the different performance elements one by one. Based on the cultural dimension theory of Dutch psychologist Gilt Hofstedt (Hofstede) and the high and low context culture theory of Edward (Hall), the founder of American cross-cultural communication, this paper adopts the content analysis method and the case analysis method. The purpose of this paper is to discuss the different presentation of theme design, creative strategy, cultural value and the factors influencing the formation of the differences in TV public service advertisements between the two countries. Through the analysis of the sample of TV public service advertisement in China and Korea, it is found that there are similarities and differences in theme selection, creative strategy and cultural dimension between China and Korea. In terms of theme setting, apart from paying attention to the common topic of public service advertisement, there are significant differences between China and South Korea in the choice of theme, especially in ideology, festival celebration, public dedication and other themes. Influenced by social changes, the themes of TV public service advertisements in China and Korea are closely related to social hot topics and major events. There are similarities in creative strategies between China and South Korea, both of them are dominated by high context culture, and they tend to use perceptual creative strategies to express advertising content, which verifies Edward Hall's theory of high and low context. There are similarities and differences in cultural values between the two countries. They are similar in the dimensions of collectivism, power distance, uncertainty avoidance, and have differences in masculinity and long-term guidance. In particular, the Chinese TV public service advertising shows the cultural characteristics of high uncertainty avoidance, both long-term and short-term orientation, which is inconsistent with Hofstede's cultural dimension conclusion. The difference of cultural values between the two countries shows that the post-materialistic forms of China and Korea have emerged quietly under the catalysis of modernization.
【学位授予单位】：河南大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8;G229.1
[Abstract]:Since 1986, when China launched its first television public service advertisement "Saving Water", China's television public service advertisement has gone through more than 30 years. The production ability and broadcasting level of public service advertisement are improving continuously. China and South Korea jointly launch TV public service advertisement for the first time in the Spring Festival of 2016. Different cultures collide with the advertising industry cooperation. In this context, this paper makes a comparative analysis of the performance elements of TV public service advertising in both countries, and discusses the new changes of cultural value embodied in the two countries, which are different from the previous comparative studies of the heterogeneous countries of the East and the West. Compared with China and South Korea in East Asian cultural circle, it enriches the scope of cross-cultural communication. This paper compares and evaluates the TV public service advertisements produced and broadcast by China Central Television Public interest Network and South Korea kobaco between 2006 and 2016, and verifies the different performance elements one by one. Based on the cultural dimension theory of Dutch psychologist Gilt Hofstedt (Hofstede) and the high and low context culture theory of Edward (Hall), the founder of American cross-cultural communication, this paper adopts the content analysis method and the case analysis method. The purpose of this paper is to discuss the different presentation of theme design, creative strategy, cultural value and the factors influencing the formation of the differences in TV public service advertisements between the two countries. Through the analysis of the sample of TV public service advertisement in China and Korea, it is found that there are similarities and differences in theme selection, creative strategy and cultural dimension between China and Korea. In terms of theme setting, apart from paying attention to the common topic of public service advertisement, there are significant differences between China and South Korea in the choice of theme, especially in ideology, festival celebration, public dedication and other themes. Influenced by social changes, the themes of TV public service advertisements in China and Korea are closely related to social hot topics and major events. There are similarities in creative strategies between China and South Korea, both of them are dominated by high context culture, and they tend to use perceptual creative strategies to express advertising content, which verifies Edward Hall's theory of high and low context. There are similarities and differences in cultural values between the two countries. They are similar in the dimensions of collectivism, power distance, uncertainty avoidance, and have differences in masculinity and long-term guidance. In particular, the Chinese TV public service advertising shows the cultural characteristics of high uncertainty avoidance, both long-term and short-term orientation, which is inconsistent with Hofstede's cultural dimension conclusion. The difference of cultural values between the two countries shows that the post-materialistic forms of China and Korea have emerged quietly under the catalysis of modernization.
【学位授予单位】：河南大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8;G229.1
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4 赵t熪，
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