中英广告语言中的文化差异——以可口可乐与耐克广告为例

摘要

广告是为了适应人类某种需求而产生，即是一种经济现象，又是一种文化现象。作为经济现象，广告是广告商用于推销商品或服务，诱导消费者进行消费，从而达到提高销售额度，获取利润的一种手段。就文化现象而言，广告是一种文化传播方式，以文化为导向，并反映一个民族及该族人民的价值观及文化偏好。广告以广告语言为最重要的表现形式，并通过广告语言表现一个社会的大致趋向。广告语言不同于日常语言，它具有独特的文体特征及表征形式，因而具有研究价值。本文结合语言学及跨文化交际理论，以可口可乐及耐克的广告为实例，揭示中美广告语言中的文化差异。
　　 文化是广告创作的基本源泉。结合文化创造广告，不仅能够丰富广告的符号内涵，而且有助于赢得更多消费者。广告以广告语言为主要表征形式。通过广告语言，人们感知不同文化的差异，并把握其具体特征。本文通过跨文化分析发现中美不仅在文化价值方面差异显著，表达方式也相去甚远。文化价值间的差异极大地影响人们对广告及广告语言的创作及理解，文化因素在商业领域及跨文化交际中具有重要作用，广告人必须提高其跨文化意识。通过跨文化分析中美广告语言，本文得出文化价值差异是中美文化最显著的差异，也是影响广告及广告语言创作和表现的主要因素。

目录

Abstract

摘要

Contents

Chapter One Introduction

1．1 Background of the Study

1．2 Purpose and Significance of the Study

1．3 Methodology and Structure of the Study

Chapter Two Literature Review and Theoretical Foundations

2．1 Advertising

2．1．1 Definition of Advertising

2．1．2 Classification of Advertising

2．1．3 Formation of Advertising

2．1．4 Function of Advertising

2．2 Advertising，Advertising Language and Culture

2．2．1 Advertising and Culture

2．2．2 Advertising Language and Culture

2．3 Previous Studies on Advertising Language

2．3．1 Studies on Advertising Language Abroad

2．3．2 Studies on Advertising Language at Home

2．4 Features of Advertising Language

2．4．1 Lexical Features

2．4．2 Syntactic Features

2．4．3 Rhetorical Features

2．5 Cultural Values and Advertising

2．6 Comparison of Chinese and American Cultural Values

2．6．1 Collectivism vs．Individualism

2．6．2 High Power Distance vs．Low Power Distance

2．6．3 Long-term Orientation vs．Short-term Orientation

2．7 High-context Culture and Low-context Culture

Chapter Three Contrastive Analysis of Cultural Differences in Advertising and Its Language：Two Cases Study

3．1 Case one：Coca-Cola’s Study

3．1．1 Introduction of Coca-Cola

3．1．2 Coca-Cola and American Culture

3．2 Coca-Cola’s Chinese Advertising

3．2．1．Three Periods of Coca-Cola’s Chinese Advertising

3．2．2 Coca-Cola’s “Chinese New Year’’ Advertising

3．2．3 The Effect of “Chinese New Year” Advertising

3．3 Case two：Nike’s Study

3．3．1 Introduction of Nike

3．3．2 Nike’s “Chamber of Fear’’Advertising

3．3．3 The Effect of “Chamber of Fear’’ Advertising

3．4 Discussions

3．4．1 “Chinese Elements” Used in the Two Cases

3．4．2 Influence of Chinese Cultural Values on the Decoding of Advertising

Chapter Four Conclusion

4．1 Major Findings of the Research

4．2 Limitations and Suggestions for Further Research

Bibliography

Acknowledgements

声明