本文選題：男性形象　切入點(diǎn)：視頻廣告　出處：《湖北工業(yè)大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：最近幾年，，廣告中的男性形象成為跨文化領(lǐng)域研究的熱門(mén)話題之一。然而，關(guān)于視頻廣告中男性形象的對(duì)比研究卻很少，相關(guān)研究多數(shù)集中在對(duì)本國(guó)雜志或者是視頻廣告中男性想象這個(gè)話題，對(duì)中美視頻廣告中男性形象的研究以及男性形象的變化研究甚少。 本文通過(guò)對(duì)現(xiàn)在和過(guò)去關(guān)于化妝品、服飾、食品等行業(yè)非常流行的60則廣告進(jìn)行研究，證明在中美視頻廣告中出現(xiàn)的很多共同的男性形象可以在希臘神話中找到原型：有帥氣外表的宙斯型；有睿智從容的赫爾墨斯型；有勇敢無(wú)畏的阿忒拉斯型和健康陽(yáng)光的阿波羅型。 與此同時(shí)，中美視頻廣告中的男性形象也存在著明顯的差異，美國(guó)視頻廣告中男性形象在穿著和行為上更多地展示開(kāi)放的一面和獨(dú)立面，而中國(guó)的男性形象則相對(duì)保守和注重集體榮譽(yù)。隨著時(shí)間的變遷，中國(guó)視頻廣告中的男性形象也在發(fā)生著變化，美國(guó)也不例外。通過(guò)廣告所展示給大眾的男性形象更加注重家庭和孩子，并且出現(xiàn)在一些女性用品的廣告中。這表明男性的地位在當(dāng)今的社會(huì)正在發(fā)生著細(xì)微的變化，雖然這些變化不足以顛覆男性的主導(dǎo)地位，但這是人類文明的進(jìn)步。 中美視頻廣告男性形象的差異以及近幾年來(lái)的變遷是多種因素共同作用的結(jié)果。本文從經(jīng)濟(jì)、文化和歷史三個(gè)方面分析中美視頻廣告中男性形象的異同以及男性想象近幾年來(lái)產(chǎn)生變化的原因。基于霍夫斯泰德研究，中美是具有非常明顯的男性化的國(guó)家，這使中美視頻廣告中男性形象存在共同之處；不同文化和風(fēng)俗習(xí)慣使得中美視頻廣告中的男性形象又存在著差異。與此同時(shí)，經(jīng)濟(jì)全球化和不同的歷史也是造成兩個(gè)國(guó)家視頻廣告中男性形象的差異的原因之一。歷史文化的不同是導(dǎo)致中美視頻廣告中男性形象存在差異的主要原因。視頻廣告中男性形象更加鮮活，男性地位正在發(fā)生變化，與此同時(shí)，女性地位相對(duì)提高。通過(guò)借鑒本文的研究成果，廣告商可以設(shè)計(jì)更加滿足消費(fèi)者心理的廣告；同時(shí)本文的研究成果為中美之間文化的交流提供了資料。
[Abstract]:In recent years, male images in advertisements have become one of the hot topics in cross-cultural studies. However, there are few comparative studies on male images in video advertisements. Most of the related studies focus on the topic of male imagination in domestic magazines or video advertisements, but there are few studies on male images and changes in male images in Chinese and American video advertisements. This paper studies 60 advertisements that are very popular in cosmetics, clothing, food and other industries in the past and now. It is proved that many common male characters in Chinese and American video advertisements can be found in Greek mythology: Zeus with handsome appearance, Hermes with wisdom and ease; The brave Artemis and the healthy sunshine of Apollo. At the same time, there are also obvious differences in male images in Chinese and American video advertisements. In American video advertisements, male images show more openness and independence in dress and behavior. The male image in China is relatively conservative and focuses on collective honor. Over time, the male image in Chinese video advertisements is also changing. The United States is no exception. The male image that is presented to the public through advertising is more family-oriented and child-oriented, and appears in advertisements for some women's goods. This shows that the status of men is changing slightly in today's society. While these changes are not enough to subvert male dominance, they are progress in human civilization. The difference of male image in Chinese and American video advertisements and the changes in recent years are the result of the joint action of many factors. This paper analyzes the similarities and differences of male images in Chinese and American video advertisements from three aspects of culture and history, as well as the reasons for the changes in male imagination in recent years. Based on Hofstedt's research, China and the United States are obviously masculine countries. This makes the male images in Chinese and American video advertisements have something in common; different cultures and customs make the male images of Chinese and American video advertisements different again. At the same time, Economic globalization and different history are also one of the reasons for the difference of male image in video advertising between the two countries. The difference of history and culture is the main reason for the difference of male image in Chinese and American video advertising. The male image in the advertisement is more vivid, The status of men is changing, at the same time, the status of women is relatively improved. By referring to the research results of this paper, advertisers can design advertisements that satisfy consumers' psychology more. At the same time, the research results of this paper provide information for the cultural exchange between China and the United States.
【學(xué)位授予單位】：湖北工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：G122;G171.2

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