中韓電視公益廣告表現(xiàn)要素的對(duì)比研究
發(fā)布時(shí)間：2018-08-31 11:33
【摘要】：自1986年中國(guó)推出第一條電視公益廣告《節(jié)約用水》以來(lái),中國(guó)電視公益廣告已經(jīng)走過(guò)三十多年歷程,公益廣告的制作能力和播出水平在不斷提升,2016年春節(jié)中韓首次合作推出電視公益廣告,不同文化伴隨著廣告產(chǎn)業(yè)合作而產(chǎn)生碰撞。在這種背景下,對(duì)兩國(guó)電視公益廣告的表現(xiàn)要素進(jìn)行對(duì)比分析,并探討其背后體現(xiàn)的文化價(jià)值新變化,不同于以往學(xué)界對(duì)異質(zhì)性強(qiáng)的東西方國(guó)家對(duì)比研究,選擇了同在東亞文化圈的中韓進(jìn)行對(duì)比,豐富了跨文化傳播的研究范疇。對(duì)中國(guó)央視公益網(wǎng)和韓國(guó)kobaco網(wǎng)在2006年至2016年間制作播出的電視公益廣告進(jìn)行抽樣對(duì)比和評(píng)析,針對(duì)不同的表現(xiàn)要素逐一進(jìn)行驗(yàn)證。以荷蘭心理學(xué)家吉爾特·霍夫斯泰德(Hofstede)的文化維度理論和美國(guó)跨文化傳播學(xué)奠基人愛(ài)德華·霍爾(Hall)的高低語(yǔ)境文化理論作為學(xué)理基礎(chǔ),采用內(nèi)容分析法、案例分析法、文獻(xiàn)資料法等多種研究方法,旨在探討兩國(guó)電視公益廣告中主題設(shè)計(jì)、創(chuàng)意戰(zhàn)略、文化價(jià)值的不同呈現(xiàn)及差異形成的影響因素剖析。通過(guò)對(duì)中韓電視公益廣告樣本的分析,發(fā)現(xiàn)中韓兩國(guó)的公益廣告在主題選擇、創(chuàng)意戰(zhàn)略、文化維度等方面相似處和相異處并存。在主題設(shè)置上,除了對(duì)公益廣告共性話題的關(guān)注外,中韓兩國(guó)的主題選擇具有顯著性差異,特別是在意識(shí)形態(tài)、節(jié)日慶祝、公共奉獻(xiàn)等主題上焦點(diǎn)不同。受到社會(huì)變遷因素影響,中韓電視公益廣告的主題往往與社會(huì)熱點(diǎn)話題和重大事件緊密相關(guān)。中韓兩國(guó)的創(chuàng)意戰(zhàn)略上存在相似之處,都受到高語(yǔ)境文化主導(dǎo),更傾向于使用感性訴求的創(chuàng)意戰(zhàn)略表現(xiàn)廣告內(nèi)容,驗(yàn)證了愛(ài)德華·霍爾的高低語(yǔ)境理論。兩國(guó)在文化價(jià)值上同樣存在異同點(diǎn),在集體主義、權(quán)力距離、不確定性規(guī)避維度上較為相似,在陽(yáng)剛氣質(zhì)和長(zhǎng)期導(dǎo)向上具有差異性,特別是中國(guó)電視公益廣告中呈現(xiàn)出高不確定性規(guī)避文化特征,兼具長(zhǎng)期導(dǎo)向和短期導(dǎo)向文化特征,與霍夫斯泰德的文化維度結(jié)論存在不一致的情況,兩國(guó)文化價(jià)值的差異表明在現(xiàn)代化進(jìn)程的催化下,中國(guó)和韓國(guó)后物質(zhì)主義形態(tài)已經(jīng)悄然崛起。
[Abstract]:Since 1986, when China launched its first television public service advertisement "Saving Water", China's television public service advertisement has gone through more than 30 years. The production ability and broadcasting level of public service advertisement are improving continuously. China and South Korea jointly launch TV public service advertisement for the first time in the Spring Festival of 2016. Different cultures collide with the advertising industry cooperation. In this context, this paper makes a comparative analysis of the performance elements of TV public service advertising in both countries, and discusses the new changes of cultural value embodied in the two countries, which are different from the previous comparative studies of the heterogeneous countries of the East and the West. Compared with China and South Korea in East Asian cultural circle, it enriches the scope of cross-cultural communication. This paper compares and evaluates the TV public service advertisements produced and broadcast by China Central Television Public interest Network and South Korea kobaco between 2006 and 2016, and verifies the different performance elements one by one. Based on the cultural dimension theory of Dutch psychologist Gilt Hofstedt (Hofstede) and the high and low context culture theory of Edward (Hall), the founder of American cross-cultural communication, this paper adopts the content analysis method and the case analysis method. The purpose of this paper is to discuss the different presentation of theme design, creative strategy, cultural value and the factors influencing the formation of the differences in TV public service advertisements between the two countries. Through the analysis of the sample of TV public service advertisement in China and Korea, it is found that there are similarities and differences in theme selection, creative strategy and cultural dimension between China and Korea. In terms of theme setting, apart from paying attention to the common topic of public service advertisement, there are significant differences between China and South Korea in the choice of theme, especially in ideology, festival celebration, public dedication and other themes. Influenced by social changes, the themes of TV public service advertisements in China and Korea are closely related to social hot topics and major events. There are similarities in creative strategies between China and South Korea, both of them are dominated by high context culture, and they tend to use perceptual creative strategies to express advertising content, which verifies Edward Hall's theory of high and low context. There are similarities and differences in cultural values between the two countries. They are similar in the dimensions of collectivism, power distance, uncertainty avoidance, and have differences in masculinity and long-term guidance. In particular, the Chinese TV public service advertising shows the cultural characteristics of high uncertainty avoidance, both long-term and short-term orientation, which is inconsistent with Hofstede's cultural dimension conclusion. The difference of cultural values between the two countries shows that the post-materialistic forms of China and Korea have emerged quietly under the catalysis of modernization.
【學(xué)位授予單位】：河南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F713.8;G229.1
[Abstract]:Since 1986, when China launched its first television public service advertisement "Saving Water", China's television public service advertisement has gone through more than 30 years. The production ability and broadcasting level of public service advertisement are improving continuously. China and South Korea jointly launch TV public service advertisement for the first time in the Spring Festival of 2016. Different cultures collide with the advertising industry cooperation. In this context, this paper makes a comparative analysis of the performance elements of TV public service advertising in both countries, and discusses the new changes of cultural value embodied in the two countries, which are different from the previous comparative studies of the heterogeneous countries of the East and the West. Compared with China and South Korea in East Asian cultural circle, it enriches the scope of cross-cultural communication. This paper compares and evaluates the TV public service advertisements produced and broadcast by China Central Television Public interest Network and South Korea kobaco between 2006 and 2016, and verifies the different performance elements one by one. Based on the cultural dimension theory of Dutch psychologist Gilt Hofstedt (Hofstede) and the high and low context culture theory of Edward (Hall), the founder of American cross-cultural communication, this paper adopts the content analysis method and the case analysis method. The purpose of this paper is to discuss the different presentation of theme design, creative strategy, cultural value and the factors influencing the formation of the differences in TV public service advertisements between the two countries. Through the analysis of the sample of TV public service advertisement in China and Korea, it is found that there are similarities and differences in theme selection, creative strategy and cultural dimension between China and Korea. In terms of theme setting, apart from paying attention to the common topic of public service advertisement, there are significant differences between China and South Korea in the choice of theme, especially in ideology, festival celebration, public dedication and other themes. Influenced by social changes, the themes of TV public service advertisements in China and Korea are closely related to social hot topics and major events. There are similarities in creative strategies between China and South Korea, both of them are dominated by high context culture, and they tend to use perceptual creative strategies to express advertising content, which verifies Edward Hall's theory of high and low context. There are similarities and differences in cultural values between the two countries. They are similar in the dimensions of collectivism, power distance, uncertainty avoidance, and have differences in masculinity and long-term guidance. In particular, the Chinese TV public service advertising shows the cultural characteristics of high uncertainty avoidance, both long-term and short-term orientation, which is inconsistent with Hofstede's cultural dimension conclusion. The difference of cultural values between the two countries shows that the post-materialistic forms of China and Korea have emerged quietly under the catalysis of modernization.
【學(xué)位授予單位】：河南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F713.8;G229.1
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