【摘要】：廣告作為一種傳播形態(tài),其內容和表現形式蘊含著各種文化信息諸如價值觀念、信仰等。廣告通過塑造一定的價值理想、提供一定的價值規(guī)范為社會文化的發(fā)展做出相應的價值引導,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為目的,它關注的對象是人及思想和行為,并以社會熱點為切入點,通過生動的形象和語言,借助現代化的媒體手段,宣揚傳統(tǒng)美德,匡扶正義,針砭時弊,從而為社會的文明進步做貢獻。所以說,公益廣告在淡化商業(yè)性的同時,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文化引導職能的。 隨著經濟全球化及多元化發(fā)展,環(huán)境問題也變成了一個全球的問題。環(huán)保公益廣告,旨在宣傳生態(tài)環(huán)境問題,喚醒公眾環(huán)保意識,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。價值觀念是文化的核心組成。因社會文化背景以及社會發(fā)展過程的不同,中國人和西方人有著不同的價值觀念。某些文化價值觀念也體現在中西方環(huán)保公益廣告中。 本文作者從雜志以及英特網上尋找環(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人與集體主義的對比,及克拉克洪和斯喬貝克提出五大價值取向中人與自然的關系、時間取向的文化價值觀,對中西方環(huán)保公益廣告所反映的文化價值觀的共同點與區(qū)別進行了細致的分析。作者發(fā)現責任感是包含在中西方環(huán)保公益廣告中的共同文化價值觀,而價值觀差異則體現在集體主義與個人主義、人與自然和諧相處與人類支配自然、過去時間取向與未來時間取向、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計出更好的環(huán)保公益廣告,借以提高大眾的環(huán)保意識,促進環(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.
【學位授予單位】：南京農業(yè)大學
【學位級別】：碩士
【學位授予年份】：2011
【分類號】：H052

【引證文獻】

相關期刊論文 前1條

1 張燕麗;;論環(huán)保公益廣告與特征[J];藝術科技;2013年05期

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本文編號：2245933