本文關(guān)鍵詞： 高低語境 廣告語言 中美廣告語言 對(duì)比研究　出處：《東北財(cái)經(jīng)大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著經(jīng)濟(jì)全球化及世界一體化進(jìn)程的不斷推進(jìn),各國間各領(lǐng)域的交流也在不斷擴(kuò)大和加深。作為文化的重要組成部分,廣告越來越受到各國學(xué)者的重視。因此對(duì)廣告的研究也涉及到多個(gè)領(lǐng)域和學(xué)科,廣告學(xué)、傳播學(xué)、交際學(xué)、民族學(xué)、社會(huì)學(xué)及語言學(xué)等都對(duì)廣告進(jìn)行了分析和研究。但從高低語境的角度對(duì)廣告語言進(jìn)行對(duì)比分析的還為數(shù)不多,為此本文擬以高低語境理論為基礎(chǔ)對(duì)中美廣告語言進(jìn)行對(duì)比研究。 高低語境理論最早是由美國人類學(xué)家愛德華·霍爾在其著作《超越文化》中提出的。霍爾根據(jù)人們?cè)诮涣鬟^程中對(duì)語境依賴程度的高低將語境劃分為高語境和低語境,雖然這兩種語境都存在于各種文化當(dāng)中,但不同的文化對(duì)這兩種語境有著不同的偏重與喜好。中國是高語境文化代表國之一,其特點(diǎn)是人們?cè)诮涣髦懈右蕾囉谒幍恼Z境,大多數(shù)的交流信息已通過語境體現(xiàn)出來,只有極少的信息需要通過清晰的語言來傳達(dá),因此人與人之間的交流就比較含蓄和隱晦；與此相反,美國是低語境文化的代表,人們?cè)诮涣鬟^程中多數(shù)信息需要通過清晰編碼的語言來傳達(dá),他們對(duì)語境的依賴程度比較低,因此人與人之間的交流是直接而坦率的。中美兩國交流方式的迥異必然會(huì)體現(xiàn)在廣告語言上。所謂的廣告語言,簡單來講就是廣告中所使用的語言,它是廣告最基本也是最重要的表現(xiàn)形式,它是應(yīng)用語言學(xué)與社會(huì)語言學(xué)的交叉學(xué)科,它在很大程度上體現(xiàn)了社會(huì)生活各個(gè)方面對(duì)語言的使用。由于中美兩國屬于不同的語境文化,因此在廣告當(dāng)中所使用的語言也會(huì)有所不同。 本文總共包含五個(gè)部分。第一部分是緒論,簡要地介紹了研究的目的、意義、方法。第二部分是文獻(xiàn)綜述,簡要介紹了廣告語言及國內(nèi)外對(duì)廣告語言所做的研究,其中包括對(duì)廣告語言定義的理解、廣告語言的特點(diǎn)、廣告語言的功能及國內(nèi)外專家學(xué)者從不同角度對(duì)廣告語言的研究分析。第三部分是本文的理論基礎(chǔ),為下文的進(jìn)一步論述提供了理論支持,內(nèi)容包括對(duì)高低語境的定義以及以中國為代表的高語境文化的特點(diǎn)和以美國為代表的低語境文化的特點(diǎn)。第四部分是本文的主體部分,分別從詞匯、句式和修辭的角度通過舉例說明的方式對(duì)中美廣告語言進(jìn)行對(duì)比分析。第五部分是結(jié)論部分,闡明了本文的主要結(jié)論、本文的理論和實(shí)踐意義、本文的局限及對(duì)今后研究的啟示。
[Abstract]:With the continuous advancement of economic globalization and the process of world integration, exchanges between countries in various fields are also expanding and deepening. As an important part of culture, More and more scholars from all over the world pay more and more attention to advertising. Therefore, the study of advertising also involves many fields and disciplines, advertising, communication, communication, ethnology, etc. Sociology and linguistics have carried on the analysis and research to the advertisement, but few have carried on the contrast analysis to the advertising language from the angle of the high and low context, therefore this paper intends to carry on the contrast research to the Chinese and American advertising language based on the high and low context theory. The theory of high and low context was first put forward by American anthropologist Edward Hall in his book beyond Culture. Hall divided context into high context and low context according to the degree of dependence on context in the process of communication. Although these two contexts exist in various cultures, different cultures have different preferences and preferences for the two contexts. China is one of the representative countries of high-context culture, which is characterized by the fact that people rely more on the context in which they communicate. Most of the communication information has been reflected in context, only very little information needs to be conveyed through clear language, so the communication between people is more implicit and obscure; on the contrary, the United States is the representative of low-context culture. Most of the information that people communicate needs to be conveyed in a clearly coded language, and they are less dependent on context. Therefore, the communication between people is direct and frank. The different communication methods between China and the United States will inevitably be reflected in the advertising language. The so-called advertising language, in short, is the language used in advertising. It is the most basic and the most important form of expression of advertising, it is the interdiscipline of applied linguistics and sociolinguistics. To a great extent, it reflects the use of language in all aspects of social life. Because China and the United States belong to different contextual cultures, the languages used in advertisements will also be different. This paper consists of five parts. The first part is the introduction, which briefly introduces the purpose, significance and methods of the research. The second part is the literature review, briefly introduces the advertising language and the research on advertising language at home and abroad. It includes the understanding of the definition of advertising language, the characteristics of advertising language, the function of advertising language and the research and analysis of advertising language from different angles by experts and scholars at home and abroad. The third part is the theoretical basis of this paper. It provides theoretical support for further discussion, including the definition of high and low context, the characteristics of high-context culture represented by China and the characteristics of low-context culture represented by the United States. Part 4th is the main part of this paper. From the perspective of vocabulary, sentence structure and rhetoric, this paper makes a contrastive analysis of Chinese and American advertising language by means of illustrative methods. Part 5th is the conclusion part, which illustrates the main conclusions of this paper, the theoretical and practical significance of this paper. The limitations of this paper and its implications for future research.
【學(xué)位授予單位】：東北財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：H05

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本文編號(hào)：1520184