本文選題：環(huán)保廣告 + 文化差異��； 參考：《湘潭大學(xué)》2011年碩士論文

【摘要】：隨著環(huán)境污染和生態(tài)破壞日趨嚴重,人們開始以各種方式參與到環(huán)保的行列之中。環(huán)保廣告作為一種宣傳環(huán)境保護知識、提高公眾環(huán)保意識的有效形式,越來越受到全社會的關(guān)注。因此,國內(nèi)外學(xué)者從不同角度對環(huán)保廣告進行了不同程度的研究,主要集中在語言學(xué)、修辭學(xué)、社會學(xué)等學(xué)科領(lǐng)域,而從跨文化交際學(xué)角度進行對比研究的實屬罕見。環(huán)保廣告不僅是社會生活中獨特的語言現(xiàn)象,而且也是一種重要的社會文化現(xiàn)象。從跨文化的視角來揭示中美環(huán)保廣告中的文化意蘊和文化差異,有著重要的學(xué)術(shù)價值和實際價值。 本研究試圖結(jié)合霍夫斯泰德的文化價值理論和霍爾的高低語境理論,參考前人對環(huán)保廣告的研究,對中美環(huán)保廣告(以平面廣告為主)進行跨文化比較分析,以求能夠論證文化背景對環(huán)保廣告的影響,探究成功的中國環(huán)保廣告所應(yīng)具備的重要元素,并創(chuàng)造性地給環(huán)保廣告創(chuàng)作人一些十分有益的策略�；舴蛩固┑碌奈幕瘍r值理論和霍爾的高低語境理論是學(xué)術(shù)界用來分析文化差異的重要理論,因此為本文提供了很好的理論依據(jù)。 通過對收集到的中美環(huán)保廣告語料進行分析研究,我們可以得出結(jié)論:(1)中美環(huán)保廣告所蘊含的文化差異在集體主義/個人主義、不確定規(guī)避性、權(quán)力距離和高低語境四個方面均有體現(xiàn),而在在男性化/女性化這一維度尚無體現(xiàn);(2)就整體而言,我國環(huán)保廣告在設(shè)計制作上還存在著一些問題,主要體現(xiàn)在內(nèi)容單調(diào)乏味,缺少廣告創(chuàng)意。因此本文認為順從中國文化價值體系,融入傳統(tǒng)文化元素,借鑒發(fā)達國家先進的廣告創(chuàng)作經(jīng)驗將對提高環(huán)保廣告創(chuàng)作水平大有裨益。 本文希望通過對中美環(huán)保廣告的跨文化比較研究,從理論上豐富環(huán)保廣告的文化對比研究,從實際上提高公眾對環(huán)保廣告的關(guān)注和理解,并給環(huán)保廣告人一些有益的啟示。
[Abstract]:As environmental pollution and ecological destruction become more and more serious, people begin to participate in the ranks of environmental protection in various ways. As an effective form of publicizing environmental protection knowledge and raising public awareness of environmental protection, environmental advertisement has attracted more and more attention of the whole society. Therefore, scholars at home and abroad have carried out different degrees of research on environmental advertising from different angles, mainly focusing on linguistics, rhetoric, sociology and other disciplines, but the comparative study from the perspective of cross-cultural communication is rare. Environmental advertising is not only a unique language phenomenon in social life, but also an important social and cultural phenomenon. It is of great academic and practical value to reveal the cultural connotation and cultural differences in environmental protection advertisements between China and America from the perspective of cross-culture. Based on Hofstedt's cultural value theory and Hall's high and low context theory, this study attempts to make a cross-cultural comparative analysis of environmental protection advertising between China and the United States (mainly in print advertising), referring to previous studies on environmental protection advertising. In order to demonstrate the influence of the cultural background on the environmental protection advertisement, to explore the important elements of the successful environmental protection advertisement in China, and to creatively give some very beneficial strategies to the creator of the environmental protection advertisement. Hofstedt's theory of cultural value and Hall's theory of high and low context are the important theories used by academic circles to analyze cultural differences, so it provides a good theoretical basis for this paper. Through the analysis and study of the environmental protection advertising materials collected from China and the United States, we can draw the following conclusions: (1) the cultural differences contained in the environmental protection advertisements between China and the United States are in collectivism / individualism, which is uncertain and evasive. Power distance and high and low context are embodied in four aspects, but not in the dimension of masculinity / feminization. (2) on the whole, there are still some problems in the design and production of environmental protection advertisements in China, which are mainly reflected in the monotonous content. Lack of creative advertising. Therefore, this paper argues that conforming to the Chinese cultural value system, incorporating traditional cultural elements, and drawing lessons from the advanced advertising creation experience of developed countries will be of great benefit to improving the level of environmental protection advertising creation. This paper hopes to enrich the cultural comparative study of environmental protection advertising in theory through the cross-cultural comparative study of environmental protection advertising between China and the United States, to enhance the public's concern and understanding of environmental protection advertising in practice, and to give some beneficial enlightenment to the environmental protection advertisers.
【學(xué)位授予單位】：湘潭大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2011
【分類號】：H315;H152

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本文編號：2077304