從文化價值觀角度分析中西方化妝品廣告中的體態(tài)語
發(fā)布時間：2019-05-17 17:24
【摘要】：以往對于廣告的跨文化研究相對寬泛，而且側(cè)重于文化價值觀的對比，缺少對體態(tài)語的研究。 為了補(bǔ)充中國廣告領(lǐng)域的跨文化研究，本文采用頻次分析和內(nèi)容分析相結(jié)合的研究方法，從文化價值觀的角度，對中西方化妝品廣告中的體態(tài)語進(jìn)行分析，并深入闡述其文化內(nèi)涵。 本研究發(fā)現(xiàn)，在中國化妝品廣告中，面部表情、身體姿勢和體觸等體態(tài)語使用較為頻繁；中國傳統(tǒng)的文化價值因素，，如家庭、美觀、歡迎度等在廣告中的影響程度不斷減弱，而西方文化價值因素，如冒險刺激、個性化、獨特性、愉悅性，甚至是性等因素越來越多地滲入到中國的化妝品廣告中來。 由此可推測，中國化妝品廣告短期內(nèi)發(fā)展的新趨勢表現(xiàn)為：在保留中國主要文化價值因素的前提下，表現(xiàn)風(fēng)格會更多地吸納西方的文化價值因素，逐漸形成“中西合璧”的表現(xiàn)形式。全球化是產(chǎn)生這一趨勢的主要原因，在全球化過程中產(chǎn)生了文化融合及文化適應(yīng)現(xiàn)象，這是產(chǎn)生此趨勢的文化根源。
[Abstract]:In the past, the cross-cultural research on the advertisement is relatively broad and focuses on the comparison of the cultural values, and lacks the study of the body language. In order to supplement the cross-cultural research in the field of advertising in China, this paper uses the method of frequency analysis and content analysis to analyze the body language in the advertisement of Chinese and western cosmetics from the angle of the cultural values, and expounds the culture of the culture. The study found that in Chinese cosmetic advertising, the use of facial expressions, body posture and body touch is more frequent; the influence of Chinese traditional cultural value factors, such as family, beauty, popularity and so on in the advertisement, has been weakened, while the western cultural value Value factors, such as risk-taking, individuation, uniqueness, pleasure, and even sex, are increasingly penetrating into China's cosmetics On the premise of retaining the main cultural value of China, the performance style will absorb the western cultural value more and gradually form the "the combination of Chinese and Western". Globalization is the main cause of this trend, and cultural integration and cultural adaptation have been created in the process of globalization, which is the trend
【學(xué)位授予單位】：哈爾濱工程大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：H026.3
本文編號：2479284
[Abstract]:In the past, the cross-cultural research on the advertisement is relatively broad and focuses on the comparison of the cultural values, and lacks the study of the body language. In order to supplement the cross-cultural research in the field of advertising in China, this paper uses the method of frequency analysis and content analysis to analyze the body language in the advertisement of Chinese and western cosmetics from the angle of the cultural values, and expounds the culture of the culture. The study found that in Chinese cosmetic advertising, the use of facial expressions, body posture and body touch is more frequent; the influence of Chinese traditional cultural value factors, such as family, beauty, popularity and so on in the advertisement, has been weakened, while the western cultural value Value factors, such as risk-taking, individuation, uniqueness, pleasure, and even sex, are increasingly penetrating into China's cosmetics On the premise of retaining the main cultural value of China, the performance style will absorb the western cultural value more and gradually form the "the combination of Chinese and Western". Globalization is the main cause of this trend, and cultural integration and cultural adaptation have been created in the process of globalization, which is the trend
【學(xué)位授予單位】：哈爾濱工程大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：H026.3
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本文編號：2479284
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