本文選題：幽默廣告 + 廣告比較　； 參考：《遼寧大學(xué)》2011年碩士論文

【摘要】：美國學(xué)者特魯說過:“幽默是一種能力,一種了解并表達(dá)幽默的能力;幽默力量是一種藝術(shù),一種運(yùn)用幽默和幽默感來增進(jìn)你與他人的關(guān)系,并改善你對(duì)自己作真誠評(píng)價(jià)的一種藝術(shù)”。幽默是人的一種情感需求,不論在工作中還是生活中,我們常常需要幽默營造快樂輕松的氣氛,它總能夠給我們帶來心靈上和情感上的放松。而廣告這種行為,不論是作為一種產(chǎn)品或服務(wù)的銷售手段,還是作為企業(yè)或者公益形象建立的途徑,如果能搭上“幽默列車”,便如同騰云駕霧,可以達(dá)到事半功倍的宣傳效果。 幽默廣告的作用與價(jià)值越來越受到社會(huì)各界人士重視和推崇�？v觀全球五大知名廣告獎(jiǎng)項(xiàng)的獲獎(jiǎng)作品,幽默廣告所占比重絕不占少數(shù)。近幾屆戛納廣告節(jié)獲獎(jiǎng)作品大部分是以利用單純鮮明、一目了然的幽默情節(jié)而取勝的幽默廣告,其他的獲獎(jiǎng)作品中也有近三分之一運(yùn)用了幽默手法。我國的影視廣告和平面廣告也不乏幽默元素,而且幽默廣告產(chǎn)生的巨大效果也越來越為國內(nèi)廣告創(chuàng)作人員所重視。但由于國內(nèi)廣告起步較晚及國內(nèi)外文化有差異等原因,在中國傳統(tǒng)文化影響下的國內(nèi)幽默廣告并沒有達(dá)到高水準(zhǔn),與國外幽默廣告相比還存在一定的差距。 本文站在前人對(duì)國內(nèi)外幽默廣告研究的基礎(chǔ)上,試圖通過比較國內(nèi)外商業(yè)幽默廣告作品,從中發(fā)現(xiàn)國內(nèi)外幽默廣告具體差距所在,全文分為三個(gè)部分,第一部分從中外幽默廣告對(duì)幽默自身因素認(rèn)知角度進(jìn)行比較,第二部分從幽默廣告的廣告內(nèi)涵角度進(jìn)行比較,第三部分從幽默廣告的廣告外延角度比較。本文期望通過比較總結(jié)出中外幽默廣告有差異的地方,能對(duì)國內(nèi)廣告創(chuàng)作人員有所幫助,從而為國內(nèi)幽默廣告的創(chuàng)作添磚加瓦。
[Abstract]:"humor is a kind of ability, a ability to understand and express humor; humor power is an art, a use of humor and sense of humor to enhance your relationship with others," said Tru, an American scholar. And improve the art of your sincere evaluation of yourself. Humor is a kind of emotional need of human beings. We often need humor to create a happy and relaxed atmosphere in both work and life. It can always bring us spiritual and emotional relaxation. Advertising, whether as a means of selling a product or a service, or as a way to establish a corporate or public image, is like flying the clouds if you can get on the "train of humor". Can achieve twice the effect of publicity with half the effort. The function and value of humorous advertisement are paid more and more attention and praise by people from all walks of life. Throughout the world five well-known advertising awards winning works, humor advertising is not a minority. In recent years, most of the winning works of Cannes Advertising Festival are humorous advertisements that use simple and clear humorous plots. Among the other winning works, nearly 1/3 have also used humor techniques. There are also many humorous elements in film and television advertisements and print advertisements in our country, and the great effect of humorous advertisements is paid more and more attention by domestic advertisement creators. However, due to the late start of domestic advertising and the differences between domestic and foreign cultures, the domestic humor advertising under the influence of Chinese traditional culture has not reached a high level, and there is still a certain gap compared with foreign humor advertising. Based on the previous researches on humor advertising at home and abroad, this paper tries to find out the specific gap between domestic and foreign commercial humor advertising works by comparing domestic and foreign commercial humor advertising works. The full text is divided into three parts. The first part makes a comparison between Chinese and foreign humorous advertisements from the perspective of cognition of humor itself, the second part from the perspective of the advertising connotation of humor advertising, and the third part from the perspective of the advertising extension of humor advertising. This paper hopes to sum up the differences between Chinese and foreign humorous advertisements, which can be helpful to the domestic advertising creators, thus contributing to the creation of domestic humorous advertisements.
【學(xué)位授予單位】：遼寧大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：H15;H315

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本文編號(hào)：1808984