本文選題：廣告標語 + 廣告訴求�。� 參考：《對外經(jīng)濟貿(mào)易大學(xué)》2007年碩士論文

【摘要】： 作為一種特殊的語言形式,廣告語言是一個民族價值觀、傳統(tǒng)、宗教信仰的綜合反映。通過各種媒體,例如電視、廣播、雜志、報紙和廣告牌,廣告兜售價值觀和生活理念,同時也塑造大眾行為。標語是應(yīng)用在政治、商業(yè)、宗教以及其他語言背景下一種重復(fù)性表達觀點或意圖的易記句子或短語。廣告標語被認為是一種展示產(chǎn)品特點的最有效的廣告語言,尤其是在宣傳產(chǎn)品上層的質(zhì)地,回味無窮的口味,低廉的價位以及豐富的營養(yǎng)等方面。廣告標語不僅為潛在的消費者打開了購買產(chǎn)品的方便之門,而且提供了解決問題的有效途徑。 根據(jù)蓋博的研究,廣告訴求出現(xiàn)的頻率同一個國家在霍夫泰德價值體系中的得分成相對的正向和反向的關(guān)系。廣告訴求可以使產(chǎn)品對消費者更具吸引力,所以產(chǎn)品廣告十分強調(diào)廣告訴求。然而,廣告訴求并不一定反映產(chǎn)品的特點,也無法與實際的產(chǎn)品相連接。事實上,廣告訴求的應(yīng)用是創(chuàng)造一種氛圍或者是作為一種與目標消費者連接的紐帶。正因如此,廣告訴求被運用到廣告中,并且設(shè)計成代表目標消費群體的假定價值觀。很顯然并非每個人都有同樣的價值觀,廣告訴求也并非吸引目標消費群體中的每個人,但是它通常被認為是代表目標消費者的整體價值觀。本文通過對比性的研究中美著名廣告標語中的廣告訴求,中美文化價值觀的差異在一定的程度上得以體現(xiàn)。中國的廣告標語反映了一種相對高的集體主義、較高不確定防范和權(quán)力意識,以及高度的男性文化;美國的廣告標語則體現(xiàn)了一種較高的個人主義、相對低的不確定防范和權(quán)力意識,以及低度的男性文化。 中美廣告標語反映出的文化價值觀既有區(qū)別又有相似之處;其中文化價值觀的差異有深刻的文化背景和原因。成功的廣告是反映文化價值和信仰的一面鏡子;同時文化價值和信仰對廣告也有十分深遠的影響。無論是國內(nèi)廣告的國際化,還是國際廣告的本土化,文化的差異都是需要考慮的至關(guān)重要的因素之一。
[Abstract]:As a special language form, advertising language is a comprehensive reflection of national values, traditions and religious beliefs. Through a variety of media, such as television, radio, magazines, newspapers and billboards, advertising to sell values and life ideas, but also shape public behavior. A slogan is a memorable sentence or phrase used in political, commercial, religious, and other linguistic contexts to repeatedly express opinions or intentions. Advertising slogans are considered to be the most effective advertising language to display the characteristics of the product, especially in the promotion of the top texture of the product, aftertaste, low price and rich nutrition. Advertising slogans not only open the door for potential consumers to buy products, but also provide an effective way to solve problems. According to Gable's research, the frequency of advertising appeals is a relative positive and reverse relationship with the country's score in Hoftad's value system. Advertising appeals can make products more attractive to consumers, so product advertisements emphasize advertising appeals. However, advertising appeal does not necessarily reflect the characteristics of the product, nor can it be linked to the actual product. In fact, the application of advertising appeal is to create an atmosphere or as a link with the target consumer. As a result, advertising claims are applied to advertising and designed to represent the assumed values of the target consumer group. Obviously, not everyone has the same values, and advertising appeal is not attractive to everyone in the target consumer group, but it is usually considered to represent the overall values of the target consumer. Based on a comparative study of advertising appeals in famous advertising slogans in China and the United States, the differences in cultural values between China and the United States can be reflected to a certain extent. Advertising slogans in China reflect a relatively high level of collectivism, a higher awareness of uncertainty and power, and a high degree of male culture, while in the United States advertising slogans reflect a higher level of individualism. Relatively low awareness of uncertainty and power, and a low level of male culture. Chinese and American advertising slogans reflect both differences and similarities in cultural values, in which the differences in cultural values have profound cultural background and reasons. Successful advertising is a mirror reflecting cultural values and beliefs, while cultural values and beliefs also have a profound impact on advertising. Whether the internationalization of domestic advertising or the localization of international advertising, cultural differences are one of the most important factors to be considered.
【學(xué)位授予單位】：對外經(jīng)濟貿(mào)易大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2007
【分類號】：H05

【引證文獻】

相關(guān)期刊論文 前1條

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相關(guān)碩士學(xué)位論文 前3條

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3 劉俊;以《南方周末》為例看報紙廣告中文化價值觀的變遷（1987～2007）[D];暨南大學(xué);2008年

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本文編號：2048753