跨文化视角下的中西公益广告文化价值观对比.docx
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跨文化视角下的中西公益广告文化价值观对比.docx
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跨文化视角下的中西公益广告文化价值观对比
Abstract
Valuesareimportantpartsinnationalcultures.Recently,communicationbetweencountriesisincreasinglyclose,soitisnecessaryforustostudythedifferentChineseandwesternculturalvalues.Althoughvaluesareabstractconcepts,theycanbeshownthroughadvertisements.Publicserviceadvertisementsareadvertisingcommunicationactivitieswhichaimtoprovideserviceforpublicaction,publicwelfareandtopromotethesocialmoralvalues,behaviornormsandideology.Duetothecharacteristicsandpurposesofpublicserviceads,thesenseofresponsibility,people-orientedvaluesandmoralareallshowedintheChineseandwesternpublicserviceads.BasedontheKluckhohnandStrodtbeckfiveculturalvalueorientations,thisthesisselectsaround60pieceofpublicserviceadsrandomlyinwhichChineseandwesterncoversabout30pieces.AnditintendstodiscussthesimilaritiesanddifferencesinculturalvaluesandthecausesofdifferencesthroughcomparingtheChineseandwesternculturalvaluesfromChineseandwesternpublicserviceads.
Thestudyfoundthattheculturalvaluesmainlyreflectinfouraspectsincludinghumannature,therelationshipbetweenhumanandnature,activityorientationandtimeorientation.ThesenseofresponsibilityandcrisisawarenessarethecommonculturalvaluesinChineseandwesternpublicserviceads.Whiledifferencesarewhetherhumansliveinharmonywithnatureornot,whetherpasttimeorientatesorfuturetimeorientates,whetheritisindirectordirect,whetheritiscollectiveorindividualandwhetheritishumorousandfree.Andthereasonsofthesedifferencesarehistorical,socialandreligiousfactors.
KeyWords:
KluckhohnandStrodtbeckvalues;Chineseandwesternpublicserviceadvertisements;culturevalues;contrastiveStudy
摘要
价值观是一个民族文化的重要组成部分。
当今社会,各国交往日益密切,对中西方不同文化下价值观的研究非常必要。
虽然价值观是一个抽象的概念,但它可以通过广告等表现出来。
公益广告是为公益行动、公益事业提供服务并以推广社会道德观念、行为规范和思想意识为目的的广告传播活动。
由于公益广告本身的特点及目的,这就决定了中西公益广告中必须体现一定价值观,比如社会责任性、人文性。
本文以Kluckhohn&Strodtbeck的五大价值取向为理论支撑,从网上随机挑选了60条公益广告,其中西各占一半,试图对中西公益广告中的文化价值观进行对比分析,探讨其文化价值观的异同点及其产生差异的原因。
研究发现,中西公益广告中的文化价值观主要体现人的本性,人与自然的关系,活动取向,时间取向这四个方面。
责任感与危机意识是包含在中西方公益广告中的共同文化价值观,而差异则体现在人与自然和谐相处与人类支配自然、过去时间取向与未来时间取向、含蓄与直接、集体主义与个体主义、幽默、自由这些方面。
同时,主要是历史、文化、信仰等因素造成了中西方之间的差异。
关键词:
中西公益广告;跨文化交际;文化价值观;对比研究
Contents
1Introduction
1.1ResearchBackground
FlorenceKluckhohnandFredStrdotbeck,twoAmericananthropologists,setouttooperationalizeatheoreticalapproachtothevaluesconcept.Theyanalyzedculturalpatterns.Afterexamininghundredsofcultures,KluckhohnandStrodtbeck(1961)reachedtheconclusionthatpeopleturntotheircultureforanswersinVariationsinValueOrientations.
FlorenceKluckhohnandFredStrodtbeckdevelopedatheorywhichincludedhumannature,therelationshipbetweenhumanandnature,activitiesorientation,timeorientation.
Publicserviceadsisanadvertisingcampaignwhichisnotforprofit,butforspreadinggoodsocialideas,thoughts,behavior,advertisingcampaigntothepublicbythetechniqueofexpressionofart.SinceLeechbeganstudyingadvertisinginthelate1960s,advertisingreceivedwidespreadattentionofwesternscholars.Butthereisahandfulresearchonpublicadvertising.Lynnexploredthepersuasiveeffectofpublicserviceadvertising.HackerreviewedthehistoryofthedevelopmentofpublicadvertisinginHongKong.PearsoandAppelstudiedthenature,originandeffectofpublicserviceadvertising.Itshowsthattheresultsofdomesticresearchaboutadvertisingarerich.ChenHuixingpointedoutthatalthoughthepublicserviceadsplayanimportantroleinthemodernsociety,theydidnotcauseenoughattentioninChineseacademicfield.Comparedwithcommercialadvertising,thestudyofpublicadvertisingisrelativelyweak.Fromtheperspectiveoflanguageandcultureonthestudyofpublicserviceads,thepaperismainfocusedonthecharacteristicsofpublicserviceadvertisementlanguage,rhetoricanddiscoursepattern.ThisthesisanalyzesthesimilaritiesanddifferencesbetweenChineseandwesternculturalvalueswhichreflectedbythepublicserviceadsbasedonKluckhohnandStrodtbeckculturalvalueorientations.Anditexplainsthereasonsforthesimilaritiesanddifferences.
1.2Purpose
Valueisanimportantpartofnationalculture.Inmodernsociety,thecommunicationbetweencountriesissoclosethatthestudyofChineseandwesternvaluesunderdifferentculturebackgroundbecomesnecessary.Althoughvalueisanabstractconcept,itcanbeshownthroughadvertising.Publicserviceadvertisementsasakindofspecialformfocusonpeople'sthoughtandbehavior,promotingtraditionalvirtues.Inpractice,thequantityandqualityofourcountrypublicserviceadsistoobadandlacksofflexibility.Anditssustainabilityispoor.Soitcannotgiveadeepimpressiononthepublicmind.Alsoitisnotliterally.Therolewhichpublicserviceplayedislimited.Foreignpublicserviceadsstartintheearlyyears,sotheyarerelativelymature,morecompleteinoperatingmechanism.ItleadstothedifferencesbetweenChineseandwesternculturalvalues.Mediausingandgovernment’soperationareveryimpotantinadvertising.Theyhavecertainguidingsignificance.Atfirst,thethesisanalyzestheembodimentoftheChineseandwesternadvertisementculturevalues.ThenitgivesacomparativestudyofChineseandwesternpublicserviceadvertisingculturalvalues.Atlast,itsstudiesthecausesbasedonKluckhohnandStrodtbeckculturalvalueorientations.
1.3Significance
Publicserviceadvertisements,asaconceptual,havequiteasocialsenseofresponsibility.Theyreflectthecurrenturgentsignificantsocialproblems,andcanproducegoodsocialeffect.ValueisanimportantperformanceofChineseandwesternpublicserviceads.ThisthesislooksforpublicserviceadsandchoosestherepresentativeofadvertisingfromthemagazinesandtheInternet.Throughthisthesis,itishopedtomakepeopleunderstandthedifferentmodeofpublicserviceadvertisementsunderthecrossculturebetweenChineseandwesterncountries.Atthesametime,itcanalsomakeusunderstandthedifferencesofpeople’scognitivestyleunderdifferentculturebackground.
Throughknowingtheculturalsimilaritiesanddifferencesbetweendifferentcountries,wecangraspandapplyknowledgebetter.Andwehopethattheresultsofthisstudycanhelpthepublicserviceadvertisementproducersdesignbetterpublicserviceadssothatitcanimprovethepublic'smoralconsciousness,promotemoralbehavior.
2LiteratureReview
2.1Kluckhohn&StrodtbeckCulturalValueOrientations
Becausepublicserviceadsmostlyfocusonpeople,therelationshipbetweenmanandnature,manandsociety,andpeople'sbehaviorway,sothisthesisstudiesKluckhohn&Strodthecktheoryofvalueorientationandtheexternalnaturalenvironment,theirrelationswithothersinpeople'sminds,humanactivitiesleadingtothreeaspects,analyzestheChineseandwesternpublicserviceadvertisementofsimilaritiesanddifferencesbetweentheculturalvaluesofthetwocountries.Valuesofrightandwrongforpeopleisapersistentbelief,orabeliefwiththeorderinaccordancewiththeimportancedegreeofthesystem.Socialindividualshavetheirownvalues,differentculturesoftheindividualsofaparticularworldoutlookandoutlookonlifehasformedtheuniquenationalculturalvalues.
FlorenceKluckhohn(1961)onthevariationoftheValueorientation(VariationsinValueOrientations,1961),theauthorputsforwardsixkindsofValueorientationinthemodel,namelytheviewofhumannature,therelationshipbetweenhumanandenvironment,peopleorientation,spaceconcept,timeorientation,peopleviewoftheirrelationshipwithothers.ForthefirsttimeinthebookKluckhohnproposedthedefinitionofvalueorientation.Shepointsoutthatvalueorientationreferstotheso-called"principleofcomplexbutsuremodeled,linkedtosolvecommonhumanproblems,playsaninstructioninhumanbehaviorandthoughtandguidingrole"(KluckhohnandStrodtbeck,1961).Obviously,theconceptofthedifferencesofculturevaluesforsubsequentresearchlaidthefoundation.
Inthe'60s,Chinabegantoresearchonthevalues.Chineseresearchersbasedondifferenttheorieshadmanyexplorationcontentclassificationofvalues.
2.2RelatedStudiesofPublicServiceAdvertisements
Publicserviceads,asthecarrierofculturalvalues,causetheattentionofmanyscholars.Publicserviceadsfirstappearedintheearly1940sinUnitedStatesinAmericanwartimeadvertisingtheWACCouncil(WarAdvertisingCouncil),aimedtohelpthegovernmenttopassemergencymessage.Itisconsideredastheprototypeofthemodernpublicwelfareadvertisement.Forthestudyofpublicadvertising,theyalsograduallyenterthegeneraladvertisingscholar'sschedule.Thestudiesonthedefinitionofpublicserviceads,characteristics,developmentstatusandtheoperationmechanism,theroleandfunction,media,creativeandperformancetechniques,themesappears.
O'KeefeandReid(1990)emphasizedtheimportanceofintegratingtheoreticalmodelsintopublicservicecampaigns,annotatingthatrecentsuccessfulPSAcampaignshaveincorporatedtheoreticalmodelsofcommunicationorpersuasionintheirdevelopment.Theyalsostressedtheimportanceofexamininghowindividualdifferencescouldaffectpsychologicalmodesofinformationprocessing,asPSAstargetdifferentaudiencesfromotherformsofadvertising.Atkin(2001)revie}tedthepreviousresearchexploringeffects.
Roberta,EllenPearson(1998)inhisbook,AComprehensiveStudyoftheNature,OriginsandtheEffectsofTelevisedPublicServiceAdvertisinginPublicServicead
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- 关 键 词:
- 文化 视角 中西 公益广告 价值观 对比
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