本文選題：文化　切入點：廣告語　出處：《復(fù)旦大學(xué)》2008年碩士論文　論文類型：學(xué)位論文

【摘要】： 1992年,韓國和中國正式建立大使級外交關(guān)系,這成為增進韓中兩國經(jīng)濟文化的踏板。經(jīng)過10多年的共同努力,中韓兩國成為很密切的友邦國家,文化也得到了迅速的發(fā)展和深層次的交流。中國和韓國都屬于亞洲,文化傳統(tǒng)相近,但又有著不同的社會心理、歷史、習(xí)俗、文化等。 因此,本文從文化語言學(xué)的角度出發(fā),研究韓中兩國的廣告語言,通過這份研究,要進一步了解兩個國家的文化。廣告是社會文化文明的一種產(chǎn)物,是反映現(xiàn)代社會特點的一門綜合藝術(shù)。在廣告里面可以最快、最大地反映出各種社會現(xiàn)象,同時,比起別的文化產(chǎn)物如音樂、繪畫等,它能更快地表現(xiàn)出社會成員的心理。廣告語言是廣告的核心內(nèi)容,它蘊含并反映著社會文化。因此,通過廣告語言我們既可以研究一個民族的語言,也可以理解一個國家的文化。 筆者在韓國和中國兩個國家的雜志中,選出了同樣的國際廣告,然后進行了實證研究。本文總共分為五章: 第一章說明了研究目的、研究方法、語料來源、分析方法及內(nèi)容。 第二章論述了當(dāng)前對韓中廣告的研究概況,介紹了韓國和中國各自的韓中廣告語言比較研究的成果。 第三章論述了廣告和文化的關(guān)系,廣告能迅速反映出民族文化和該民族的文化心理。 第四章分析了收集的語料,分為六節(jié):商品名稱位置不同、擬聲擬態(tài)詞的使用、四字格的使用、外來詞的使用、情感訴求、使用本土文化色彩的廣告。 第五章說明了得出的結(jié)論,主要有六點: 一、在韓國的廣告語中,商標名稱放在廣告的最后面,而中國的廣告則把產(chǎn)品名稱置于廣告開頭。這反映出了韓國人和中國人在認知、文化上的巨大差異。 二、在同樣的廣告里,韓國的采用了擬聲擬態(tài)詞來形容事物,而中國的沒有采用。韓國語利用表音文字特點,讓廣告語更加生動、新鮮。 三、102對例子中,中國的廣告語里有31條采用了四字格式,占30.3%。四字格式在中國是很常用的一種格式,這次分析也證明了其在漢語中的地位。 四、韓國語是表音文字,可以直接用韓語拼音將外來詞直接表達出來;而中國語是表意文字,利用音譯、意譯、音譯加表意、音譯和意譯結(jié)合等方法來接受外來詞。這也是和兩國國家的文化有密切的關(guān)系。 五、在韓國和中國廣告當(dāng)中情感訴求方法的使用率的差異不大,即兩者比西方國家都更多地使用情感訴求的方法。 六、在中國廣告當(dāng)中,多使用具有中國獨特文化色彩的廣告語。在國際化廣告當(dāng)中,這樣本土化的做法更容易貼近中國消費者,取得他們的信任。
[Abstract]:In 1992, South Korea and China formally established diplomatic relations at the ambassadorial level, which has become the pedal to enhance the economic and cultural relations between the two countries. After more than 10 years of joint efforts, China and South Korea have become very close friendly countries. Both China and Korea belong to Asia, and their cultural traditions are similar, but they have different social psychology, history, custom, culture and so on. Therefore, from the perspective of cultural linguistics, this paper studies the advertising languages of Korea and China. Through this study, we should further understand the cultures of the two countries. Advertising is a product of social and cultural civilization. It is a comprehensive art that reflects the characteristics of modern society. In advertising, it can be the fastest and the largest reflection of all kinds of social phenomena. At the same time, compared with other cultural products such as music and painting, It can express the psychology of social members more quickly. Advertising language is the core content of advertising, it contains and reflects social culture. Therefore, through advertising language, we can study the language of a nation. You can also understand the culture of a country. In the magazines of Korea and China, the author selects the same international advertisements, and then carries out an empirical study. This paper is divided into five chapters:. The first chapter explains the research purpose, research method, corpus source, analysis method and content. The second chapter discusses the current research situation of Korean and Chinese advertising, and introduces the results of Korean and Chinese advertising language comparison between Korea and China. The third chapter discusses the relationship between advertising and culture, advertising can quickly reflect the national culture and the national cultural psychology. Chapter 4th analyzes the collected corpus, which is divided into six sections: different commodity names, the use of onomatopoeia, the use of four characters, the use of loanwords, the appeal of emotion, and the use of native cultural advertisements. Chapter 5th illustrates the conclusions drawn, with six main points:. First, in the Korean advertising language, the trademark name is placed at the bottom of the advertisement, while the Chinese advertisement puts the product name at the beginning of the advertisement, which reflects the huge difference between Korean and Chinese in cognition and culture. Second, in the same advertisement, South Korea uses onomatopoeia to describe things, but China does not. Korean uses phonetic characters to make advertising more vivid and fresh. Three hundred and ten two pairs of examples, 31 of the Chinese advertising language used a four-character format, accounting for 30.3a four-character format in China is a very common format, this analysis also proved its position in the Chinese language. Fourth, Korean is a phonetic character, which can be directly expressed in Korean Pinyin, while Chinese is ideographic, using transliteration, free translation, transliteration and ideographic meaning. The combination of transliteration and free translation to accept loanwords is also closely related to the cultures of the two countries. Fifth, there is no significant difference in the usage of affective appeal methods between Korea and China, that is, they both use affective appeal methods more than western countries. Sixth, in Chinese advertising, more use of Chinese unique cultural color advertising language. In international advertising, it is easier to get closer to Chinese consumers and gain their trust.
【學(xué)位授予單位】：復(fù)旦大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：H55

【引證文獻】

相關(guān)期刊論文 前1條

1 李明達;;中韓外來品牌名稱翻譯比較析論[J];延邊大學(xué)學(xué)報(社會科學(xué)版);2012年01期

相關(guān)碩士學(xué)位論文 前1條

1 周展;漢越廣告語言與文化特點對比研究[D];廣西民族大學(xué);2013年

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本文編號：1592905