中西方環(huán)保公益廣告中價(jià)值觀的對(duì)比
發(fā)布時(shí)間：2018-09-17 12:32
【摘要】：廣告作為一種傳播形態(tài),其內(nèi)容和表現(xiàn)形式蘊(yùn)含著各種文化信息諸如價(jià)值觀念、信仰等。廣告通過(guò)塑造一定的價(jià)值理想、提供一定的價(jià)值規(guī)范為社會(huì)文化的發(fā)展做出相應(yīng)的價(jià)值引導(dǎo),由此承載了文化功能。公益廣告作為一種特殊的廣告形式,它不以塑造商品形象和推銷勞務(wù)為目的,它關(guān)注的對(duì)象是人及思想和行為,并以社會(huì)熱點(diǎn)為切入點(diǎn),通過(guò)生動(dòng)的形象和語(yǔ)言,借助現(xiàn)代化的媒體手段,宣揚(yáng)傳統(tǒng)美德,匡扶正義,針砭時(shí)弊,從而為社會(huì)的文明進(jìn)步做貢獻(xiàn)。所以說(shuō),公益廣告在淡化商業(yè)性的同時(shí),載體空間容納了更多的文化主題,是所有廣告形式中最能體現(xiàn)文化引導(dǎo)職能的。 隨著經(jīng)濟(jì)全球化及多元化發(fā)展,環(huán)境問(wèn)題也變成了一個(gè)全球的問(wèn)題。環(huán)保公益廣告,旨在宣傳生態(tài)環(huán)境問(wèn)題,喚醒公眾環(huán)保意識(shí),采取環(huán)保行為。作為公益廣告中的一類,必然也承載了文化信息。價(jià)值觀念是文化的核心組成。因社會(huì)文化背景以及社會(huì)發(fā)展過(guò)程的不同,中國(guó)人和西方人有著不同的價(jià)值觀念。某些文化價(jià)值觀念也體現(xiàn)在中西方環(huán)保公益廣告中。 本文作者從雜志以及英特網(wǎng)上尋找環(huán)保公益廣告并挑選了具有代表性的廣告,基于霍夫斯泰德的文化理論中個(gè)人與集體主義的對(duì)比,及克拉克洪和斯喬貝克提出五大價(jià)值取向中人與自然的關(guān)系、時(shí)間取向的文化價(jià)值觀,對(duì)中西方環(huán)保公益廣告所反映的文化價(jià)值觀的共同點(diǎn)與區(qū)別進(jìn)行了細(xì)致的分析。作者發(fā)現(xiàn)責(zé)任感是包含在中西方環(huán)保公益廣告中的共同文化價(jià)值觀,而價(jià)值觀差異則體現(xiàn)在集體主義與個(gè)人主義、人與自然和諧相處與人類支配自然、過(guò)去時(shí)間取向與未來(lái)時(shí)間取向、含蓄與直接、想象力、幽默這些方面。作者希望這些研究成果能夠有助于環(huán)保公益廣告制作者設(shè)計(jì)出更好的環(huán)保公益廣告,借以提高大眾的環(huán)保意識(shí),促進(jìn)環(huán)保行為。
[Abstract]:As a form of communication, advertising contains various cultural information such as values, beliefs and so on. By shaping a certain value ideal and providing a certain value norm, advertisement provides a corresponding value guidance for the development of social culture, which carries the cultural function. As a special form of advertising, public service advertising is not aimed at shaping the image of goods and promoting labor services. Instead, it focuses on people, ideas and behaviors, and takes social hot spots as the starting point through vivid images and languages. By means of modern media, the traditional virtues should be propagated, justice should be vindicated, and social civilization and progress would be contributed. Therefore, public service advertising in the desalination of commercial, the carrier space to accommodate more cultural themes, is all forms of advertising can best reflect the function of cultural guidance. With the development of economic globalization and diversification, environmental problems have become a global problem. The environmental protection public service advertisement aims to propagandize the ecological environment question, awaken the public environmental protection consciousness, takes the environmental protection behavior. As a kind of public service advertisement, it must also carry cultural information. Values are the core of culture. Chinese and Westerners have different values because of the different social cultural background and social development process. Some cultural values are also reflected in environmental protection public service advertisements in China and the West. The writer looks for environmental advertising in magazines and the Internet and selects representative ads based on the contrast between individual and collectivism in Hofstedt's cultural theory. The relationship between man and nature in five value orientations, the cultural values of time orientation, and the similarities and differences of cultural values reflected in environmental protection public service advertisements between China and the West are analyzed in detail. The author finds that the sense of responsibility is the common cultural value contained in the environmental protection public service advertisements in China and the West, and the differences of values are embodied in collectivism and individualism, the harmony between man and nature and the domination of nature by human beings. Past time orientation and future time orientation, implicit and direct, imagination, humor and so on. The author hopes that these research results will be helpful to the producer of environmental protection public service advertisement to design better environmental protection public service advertisement, in order to raise the public's environmental protection consciousness and promote the environmental protection behavior.
【學(xué)位授予單位】：南京農(nóng)業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：H052
本文編號(hào)：2245933
[Abstract]:As a form of communication, advertising contains various cultural information such as values, beliefs and so on. By shaping a certain value ideal and providing a certain value norm, advertisement provides a corresponding value guidance for the development of social culture, which carries the cultural function. As a special form of advertising, public service advertising is not aimed at shaping the image of goods and promoting labor services. Instead, it focuses on people, ideas and behaviors, and takes social hot spots as the starting point through vivid images and languages. By means of modern media, the traditional virtues should be propagated, justice should be vindicated, and social civilization and progress would be contributed. Therefore, public service advertising in the desalination of commercial, the carrier space to accommodate more cultural themes, is all forms of advertising can best reflect the function of cultural guidance. With the development of economic globalization and diversification, environmental problems have become a global problem. The environmental protection public service advertisement aims to propagandize the ecological environment question, awaken the public environmental protection consciousness, takes the environmental protection behavior. As a kind of public service advertisement, it must also carry cultural information. Values are the core of culture. Chinese and Westerners have different values because of the different social cultural background and social development process. Some cultural values are also reflected in environmental protection public service advertisements in China and the West. The writer looks for environmental advertising in magazines and the Internet and selects representative ads based on the contrast between individual and collectivism in Hofstedt's cultural theory. The relationship between man and nature in five value orientations, the cultural values of time orientation, and the similarities and differences of cultural values reflected in environmental protection public service advertisements between China and the West are analyzed in detail. The author finds that the sense of responsibility is the common cultural value contained in the environmental protection public service advertisements in China and the West, and the differences of values are embodied in collectivism and individualism, the harmony between man and nature and the domination of nature by human beings. Past time orientation and future time orientation, implicit and direct, imagination, humor and so on. The author hopes that these research results will be helpful to the producer of environmental protection public service advertisement to design better environmental protection public service advertisement, in order to raise the public's environmental protection consciousness and promote the environmental protection behavior.
【學(xué)位授予單位】：南京農(nóng)業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：H052
【引證文獻(xiàn)】
相關(guān)期刊論文 前1條
1 張燕麗;;論環(huán)保公益廣告與特征[J];藝術(shù)科技;2013年05期
，本文編號(hào)：2245933
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