中西方公益广告跨文化对比研究ChineseandWesternPublicService Advertising fromCrossCultural Perspective文档格式.docx
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中西方公益广告跨文化对比研究ChineseandWesternPublicService Advertising fromCrossCultural Perspective文档格式.docx
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专业英语
年级2010级
学号2010020640707
学生季明
指导教师周宇
结稿日期2014年3月22日
四川外语学院重庆南方翻译学院教务处制
年月日填
摘要:
作为广告的分支,公益广告的主要目的是推广公众意识而非只进行商业产品推广。
如商业广告一样,公益广告也是文化的载体。
本文以Kluckhohn和Strodtbeck的五大价值取向理论、Hofstede的文化维度理论、Hall的高低语境理论为理论基础,通过跨文化视角对中西公益广告进行比较研究,采取实例分析,作者旨在发现中西方公益广告中文化的异同及其在公益广告中的具体体现。
作者发现普遍渗透于中国公益广告中的文化取向及观点一般有:
集体主义、过去时间取向、重视做人、与自然和睦相处、间接交流等,而反映在西方公益广告中的主要有:
个人主义、未来时间取向、重视行动、征服自然、直接交流。
作者同时也发现责任感、以人为本及道德皆在中英文公益广告中有所体现。
由于文化是历史、环境和宗教等的综合产物,所以作者希望能从这三个角度对所发现的文化差异进行说明。
本文通过中西公益广告的跨文化对比分析,旨在丰富从跨文化视角对公益广告的研究,为相关课题提供参考,并希望有助于跨文化交际的发展进程。
关键词:
中西公益广告;
跨文化角度;
文化维度;
文化异同
AComparativeStudyofChineseandWesternPublic
ServiceAdvertisingfromCross-CulturalPerspective
Abstract
Publicserviceadvertisingisaspecialtypeofadvertisingwhosemainpurposeistopromotepublicawarenessotherthanforcommerce.Thesameasthecommercialadvertising,publicserviceadvertisingalsocontainscultures.BasedonKluckhohnandStrodtbeck’svalueorientations,Hofstede’svaluedimensionsandHall’shighandlowcontextorientation,theauthordoesacomparativestudyofChineseandWesternPSAsfromcross-culturalperspectiveinordertofindthesimilaritiesanddifferencesbetweenthem.TheauthorfindsthatChinesePSAsreflectthesevalueorientationsandopinions:
harmonywithnature,past-orientation,beingorientation,collectivismandimplicationwhileWesternPSAsreflect:
masteryofnature,futureorientation,doingorientation,individualismanddirectness.Frombothofthem,wecanfindresponsibility,virtuesandhuman-centeredness.Becauseculturesareinfluencedbyhistory,environmentandreligions,theauthortrytofindanswersinthesethreefactors.
Theauthorhopesthatfindingsofthisthesiscanrichthecross-culturalcommunicationstudiesinPSAsandhopethiscanhelptothedevelopmentofinterculturalcommunication.
Keywords:
publicserviceadvertisementsinwestandChina;
cross-culturalperspective;
culturaldimensions;
culturalsimilaritiesanddifferences
Acknowledgements
MystudyatCHONGQINGNANFANGTRANSLATORSCOLLEGEwillsooncometoanend.Atthecompletionofmygraduationthesis,Iwouldliketoexpressmysinceregratitudetoallthosewhohavehelpedmeduringthewritingofthisthesis.Firstofall,IgratefullyacknowledgethehelpofmysupervisorProfessorZhouYu,whohasofferedmevaluablesuggestionsinmythesiswriting.Withoutherpatientinstruction,insightfulcriticismandexpertguidance,thecompletionofthisthesiswouldnothavebeenpossible.
Inthesecondplace,IfeelgratefultoalltheprofessorsandteachersoftheEnglishDepartmentofCHONGQINGNANFANGTRANSLATORSCOLLEGE,theyhaveofferedmevaluablecoursesandadvicesduringmyfouryears’studyinuniversity.
Thelastbutnottheleast,mythankswouldgotomybelovedfamilyfortheirsupportinmeallthroughtheseyears.Ialsoowemysinceregratitudetomyfriendsandmyfellowclassmateswhogavemetheirhelpinmystudyandkeptmecompanythroughallthedifficulties.
Contents
摘要i
Abstractii
Acknowledgementsiii
Introduction2
I.TheDefinitionofPublicServiceAdvertisementsandCross-culturalApproaches4
A.BriefIntroductiontoPublicServiceAdvertisements4
1.Advertising4
2.ClassificationofAdvertising4
3.PublicServiceAdvertisements5
B.Cross-culturalApproaches6
1.CultureandCommunication6
2.CulturalValue7
3.CultureDimensions7
II.ComparativeStudiesfromPerspectiveofCross-culturalApproach10
A.SimilaritiesinChineseandWesternPublicServiceAdvertising10
1.Responsibility10
2.Human-Centeredness11
3.Virtues12
B.DifferencesinChineseandWesternPublicServiceAdvertising13
1.HarmonywithNaturevs.DominanceofNature13
2.Beingvs.Doing14
3.PastOrientationvs.FutureOrientation15
4.Collectivismvs.Individualism15
5.Implicationvs.Directness16
III.CausesofDifferencesbetweenChineseandWesternPublicServiceAdvertisements18
A.HistoricalFactors18
B.EnvironmentalFactors19
C.ReligiousFactors19
Conclusion21
Notes22
Bibliography23
Introduction
Differentfromotherkindsofadvertising,publicserviceadvertising(orpublicserviceannouncement,hereinafterreferredasPSA)isaneffectivewayforstrengtheninggoodpublicawarenessandvaluesratherthanformarketingcommercialgoods.Nowadays,withthedevelopmentofworldeconomyandpeople’slivingstandard,somesocialproblemsbecomemoreandmoresevereandhowtoreducethesesocialproblemsbecomeahotissue.Publicserviceadvertisingisoneoftheindispensablewaystomarketgoodpublicawarenessandpersuadethepublictochangetheirwrongattitudesorbadbehaviors.PSAsfirstlyappearedinAmericainabout1940swhichwastoappealthepublictosupportwarswhilePSAsdidnotcomeintoexistenceinChinauntil1980swhenthefirstChinesePSAtitledas“节约用水”(WaterConservation)wasairedbyGuiyangTVstationin1986.In1987,theChinaCentralTelevisionStationlaunchedashortprogramcalled“广而告之”(AdvertiseBroadly).Afterthat,Chinahaswitnessedgreatgrowthandattractedpeople’sattentioninPSAsince1996.
PSAsbenefitthesocietyalot:
theyarousepublicawareness,promotepositivebeliefsandencouragepeopletotakeactiontoimprovesomesituation.Theyareconsideredasthemirrorofculturesinthatitaffectsandisaffectedbytheculturalvalues,nationalcharactersandcertainattitudesofsociety(LuoXiaoxiao,2008).Asonetypeofadvertising,PSAalsocontainscultures,nationalcharactersandcertainattitudes.Duetodifferentsocialandculturalbackgroundsandprocessesofsocialdevelopment,PSAshowsdifferentwaysofdevelopmentindifferentsocietiesandcountries.Therefore,itisparticularlyessentialtoconductacomparativestudyonChineseandWesternPSAs.TheauthorofthisthesiswillfocusoncomparativestudyofChineseandWesternPSAsfromtheangleofcross-culture.
Althoughatremendousamountofresearcheshavebeenconductedonwestadvertisingformdifferentperspectives.Mostofthescholarshaveconcentratedtheirattentiononcommercialadvertisements,whilefewresearchersfocusonthestudyofthepublicadvertising.SomeofthestudiesonPSAshavebasedontheperspectiveoflinguistic,semiotic,functionalandvalues’perspective.However,asaculturalcarrier,ithadnotbeengivenitsdueimportanceinstudiesfromtheangleofculture.AcomparativestudybetweenChineseandWesternPSAsisparticularlyessential.Therefor,thepurposeofthisstudyistocomparethesimilaritiesanddifferencesofculturalvaluesreflectedinWesternandChinesePSAs.Itisexpectedthatthefindingsofthisthesiscanhelpfacilitatecross-culturalcommunicationanddoitsowncontributiontothestudyofPSAsbothinChinaandWest.
Basedonpreviousstudies,thispaperintendstoanalyzeandcomparethepublicserviceadvertisementsinWesternandChineseintheangleofcross-cultureinordertofindtheirsimilaritiesanddifferencesandthecausesofthosedifferences.Thisthesisconsistsoffivechapters.ChapterOnedescribesthebackground,purposeandsignificanceofthisstudyandintroducesthestructureofthewholethesis.InChapterTwo,theliteraturereviewofadvertising,PSA,culture,culturevalueandculturevaluedimensionsaswellaspreviousresearchreviewoffersatheoreticalsupport.ChapterThreeisaboutthecomparativestudiesfromperspectiveofcross-culturalapproach.ChapterFourtriestofindthecausesofthosedifferencesinPSAsinWestandChina.ChapterFivedrawsaconclusionandputforwardsomelimitationsofthisstudyandrecommendationsforthefuturestudy.Asacommonpartofourlife,itcanoftenbeseenitinourdailylife.AlotofscholarshavestudiedPSAsfromdifferentperspectives.TheauthorhopestomakeacomparativestudybetweenWesternandChinesePSAsfromacross-culturalangleandwishesthisstudycanhelptopromotethedevelopmentofinterculturalcommunication
I.TheDefinitionofPublicServiceAdvertisementsandCross-culturalApproaches
A.BriefIntroductiontoPublicServiceAdvertisements
1.Advertising
TheEnglishword“advertising”originatedfromtheLatinword“advertere”,whichcontainedameaningofcatchingpeople’sattention.Duringthemedievaltimes,thewordturnedto“advertise”,whichmeaned“toinformsomebodysomethingandcatchhisattention”.Withthedevelopmentofcommerce,notuntiltheendof17thcenturydidtheword“advertising”becamepopularandobtainthemeaningof“tospreadcommercialinformation”.InChina,theequivalentwordis“广告”,whichmeans“widelyannounce”.
ThedefinitionputforwardbyAmericanMarketingAssociationismorespecificinmeaning:
“Advertisingisanypaidformofnon-personalpresentationandpromotionofideas,goods,orservicesbyanidentifiedsponsor.”ThemostwidelyciteddefinitionproposedbyBoveeandArensdefinesadvertisingas“thenon-personalcommunicationofinformation,usuallypaidforandusuallypersuasiveinnature,aboutproducts(goods,andservices)orideasbyidentifiedsponsorsthroughvariousmedia.”1
2.ClassificationofAdvertising
Tomaketheconceptofadvertisingclearer,weshoulddiscusstheclassificationofadvertising.Advertisingcanbecategorizedintovarioussortsfromdifferentcriteriaandstandards.Forexample,basedongeographicarea,advertisingfallsi
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