廣告和幽默都有著悠久的歷史,二者的結(jié)合產(chǎn)生了幽默廣告。作為一種特殊的文體體裁,廣告能給人們帶來輕松快樂,幫助人們減輕壓力。廣告在人們的日常生活中無處不在,扮演著重要的不可取代的角色。因此,世界各地的廣告商紛紛在廣告中添加幽默元素來吸引消費(fèi)者的眼球,從而達(dá)到促銷的目的。但在廣告宣傳過程中卻出現(xiàn)了問題：本國消費(fèi)者眼中的幽默廣告卻被外國觀眾認(rèn)為不幽默,甚至還會(huì)產(chǎn)生歧義、誤解及反感。這是由幽默的文化特性造成的。鑒于此,非常有必要從跨文化的角度對中英廣告幽默進(jìn)行對比研究,以便觀眾能更好地理解廣告幽默,并且可以體會(huì)廣告幽默帶來的審美享受。本文著重分析了中英幽默廣告的相同點(diǎn)及其差異,并解釋了差異背后的文化根源,旨在幫助人們在理解、鑒賞異國廣告的同時(shí),也對廣告所宣傳的物品作出正確的選擇。具體說來,中英幽默廣告在運(yùn)用幽默策略方面有許多共同之處；但中英廣告的差異則體現(xiàn)在兩者對幽默話題及嘲笑對象的選擇方面。研究表明,中西方不同的價(jià)值觀以及歷史文化背景是造成這種差異的主要原因。文本還提出了有助于受眾更好理解并欣賞中英幽默廣告的策略：了解中西方的文化差異、培養(yǎng)同感以及考慮幽默廣告的語境。隨著世界經(jīng)濟(jì)全球化的不斷... 

【文章來源】：南京師范大學(xué)江蘇省 211工程院校

【文章頁數(shù)】：80 頁

【學(xué)位級別】：碩士

【文章目錄】：
中文摘要
Abstract
Chapter One Introduction
    1.1 Research Objective
    1.2 Significance of the Research
    1.3 Methodology
    1.4 General Organization
Chapter Two Literature Review
    2.1 Studies on Humor Abroad and at Home
    2.2 Studies on Humorous Advertisements Abroad and at Home
    2.3 Features of Humor
        2.3.1 Definitions of Humor
        2.3.2 Classifications of Humor
        2.3.3 Characteristics of Humor
    2.4 Features of Humor in Advertising
    2.5 Some Related Theories of Cross-cultural Communication
        2.5.1 A Brief Review of Individualism-Collectivism
        2.5.2 Cultural Values of China and Western Countries
        2.5.3 Humor and its Cultural Relevance
        2.5.4 Humor and Cross-cultural Communication
Chapter Three Comparison between Chinese and EnglishHumorous Advertisements
    3.1 Similarities between Chinese and English Humorous Advertisements
        3.1.1 Similarities in Objectives of Humorous Advertisements
        3.1.2 Similarities in Strategies in Humorous Advertisements
    3.2 Differences between Chinese and English Humorous Advertisements
        3.2.1 Differences in Choices of Topics for Humorous Advertisements
        3.2.2 Differences in Preference for Joking Objects in Humorous Advertisements
Chapter Four Cultural Reasons for Differences betweenChinese and English Humorous Advertisements
    4.1 Cultural Reasons for the Differences in Choices of Topics
        4.1.1 Cultural Reasons for Choices of Topics Preferred by Chinese Humorous Advertisements
        4.1.2 Cultural Reasons for Choices of Topics Preferred by English Humorous Advetisements
        4.1.3 Discussion of Different Preference in Choices of Topics
    4.2 Cultural Reasons for the Differences in Joking Objects Preferred by Chinese and English Humorous Advertisements
        4.2.1 Cultural Reasons for Joking Objects Preferred by Chinese Humorous Advertisements
        4.2.2 Cultural Reasons for Joking Objects Preferred by English Humorous Advertisements
        4.2.3 Discussion of the Different Preference in Joking Objects
Chapter Five Conclusion
    5.1 Major Conclusions
    5.2 Suggestious for Understanding Humorous Advertisements form the Cross-cultural Perspective
    5.3 Implications
    5.4 Limitations and Suggestions for Further Studies
Bibliography
Acknowledgements


【參考文獻(xiàn)】：
期刊論文
[1]美國幽默廣告研究[J]. 郭虹.  現(xiàn)代傳播-北京廣播學(xué)院學(xué)報(bào). 1997(02)
[2]隱私權(quán)研究[J]. 張新寶.  法學(xué)研究. 1990(03)

碩士論文
[1]中英廣告幽默的跨文化比較[D]. 吳瑾.華東師范大學(xué) 2009
[2]幽默平面廣告中的幽默信息分析[D]. 鄭啟航.對外經(jīng)濟(jì)貿(mào)易大學(xué) 2006
[3]漢英幽默的跨文化研究[D]. 沈丹.蘇州大學(xué) 2006
[4]中美電視廣告中幽默元素運(yùn)用的比較[D]. 李聰.對外經(jīng)濟(jì)貿(mào)易大學(xué) 2004



本文編號：3570033