跨文化交际视角中的中英幽默广告比较

论文摘要

广告和幽默都有着悠久的历史,二者的结合产生了幽默广告。作为一种特殊的文体体裁,广告能给人们带来轻松快乐,帮助人们减轻压力。广告在人们的日常生活中无处不在,扮演着重要的不可取代的角色。因此,世界各地的广告商纷纷在广告中添加幽默元素来吸引消费者的眼球,从而达到促销的目的。但在广告宣传过程中却出现了问题：本国消费者眼中的幽默广告却被外国观众认为不幽默,甚至还会产生歧义、误解及反感。这是由幽默的文化特性造成的。鉴于此,非常有必要从跨文化的角度对中英广告幽默进行对比研究,以便观众能更好地理解广告幽默,并且可以体会广告幽默带来的审美享受。本文着重分析了中英幽默广告的相同点及其差异,并解释了差异背后的文化根源,旨在帮助人们在理解、鉴赏异国广告的同时,也对广告所宣传的物品作出正确的选择。具体说来,中英幽默广告在运用幽默策略方面有许多共同之处；但中英广告的差异则体现在两者对幽默话题及嘲笑对象的选择方面。研究表明,中西方不同的价值观以及历史文化背景是造成这种差异的主要原因。文本还提出了有助于受众更好理解并欣赏中英幽默广告的策略：了解中西方的文化差异、培养同感以及考虑幽默广告的语境。随着世界经济全球化的不断加剧,广告的跨文化传播闩益蓬勃发展。因此广告商在进行广告本土推广时’,不得不考虑当地的文化因素,以免产生误解而导致广告推广的效果适得其反。希望本文能对此有所启发。

论文目录

• 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