中英公益广告语言中的中西文化异同初探.docx

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1、学号：2014xxxx天津商业大学毕业论文中英公益广告语言中的中西方文化异同初探TheSimi1aritiesandDifferencesbetweenChineseandWesternCu1tureinthePub1ic-ServiceAnnouncement1anguage二级学院：外国语学院教学系：英语系专业班级：英语14-X学生姓名：姓名指导教师：姓名职称2018年5月TheSimi1aritiesandDifferencesbetweenChineseandWesternCu1tureinthePub1ic-ServiceAnnouncement1anguageAThesisPres

2、entedtoSchoo1ofForeign1anguagesTianjinUniversityofCommerceInPartia1Fu1fi11mentoftheRequirementsfortheDegreeofBache1orofArtsXXXMay2018ContentsAbstractI健1 .Introduction12 ConceptandsignicanceofPub1ic-ServiceAnnouncement13 Ana1ysisandcomparisonofChineseandwesternforPub1ic-ServiceAnnouncementWithadverti

3、singcases24 Thesimi1aritiesanddifterencesbetweenChineseandwesternPub1ic-ServiceAnnouncementfbrcu1turefactors54.1 Cu1tura1FactorsinChinesePub1ic-ServiceAnnouncement54.2 Cu1tura1DominanceOfWfestempub1icserviceadvertising55 SuggestionsfbrChinesePub1ic-ServiceAnnouncementdeve1opmentinthefuture6Conc1usio

4、n7WorksCited9Acknow1edgements10AbstractWiththedeve1opmentofthewor1dPub1ic-ServiceAnnouncement.,someonea1soenteredthec1imaxtothestudyofthetheoryofthepub1icsendeeads.ForEng1ish1anguageresearchers,ThedifferencesbetweenChineseandwesterncu1tureforthepresentationofpub1icadvertisinghasanimportantinf1uence.

5、ThispaperhasdiscussedthedifferencesbetweenChineseandwesternpub1icserviceadvertisementsfromtheperspectiveofcu1ture.Advertisingasameansofcommunication,itoftenhasnativeCu1tura1characteristics.ThePub1ic-ServiceAnnouncementasoneofspecia1formsofadvertising,notforthepurposeofse11inggoodsbutinsocia1hotissue

6、stowakeuptheattentionwiththehumannaureandmora1behaviorIta1sohasthepurposetoadvocatetheharmonyofsocia1civi1ization.Inaword,thePub1ic-ServiceAnnouncementisaimtop1aydownthecommercia1qua1ityandintegratemoree1ementsofcu1ture.Keywords:Pub1icserviceadvertising;ChineseandWestern;Cu1ture;differences随着世界范围内公益

7、广告的兴起对于公益广告的理论研究也进入了高潮,对于英语语言研究者来说中西方文化的差异对于公益广告的呈现方式有着重要的影响。本文从文化比较的角度探讨了中西方公益广告的差异。广告作斤种传播手段其承载的信息往往具有本国的文化烙卬,公益广告作为其中一种1殊的广告形式不是以出售商品为目的,而是以社会热点现象为切入点,呼吁人们关注人性或者品德行为,倡导社会的文明和谐为目的。可以说公益广告在淡化了商业性质的同时更融入了更多文化的元素。学者陈辉兴曾指出“由于受不同的文化背景和社会发展进程的影响公益广告在不同的社会和不同的国家中呈现出不同的发展道路，各个国家的公益广告发展水平也存在着差异。因此对中英公益广告进行

8、比较就显得尤为必要。”本文试图从文化角度对中英的公益广告语言进行对比分析，旨在发现其中所蕴含的文化差异并希望对今后的公益广告事1唆展有所帮助,从而唤醒公众意识,维持社会的持缝定与和谐。特胴：公告；中西方；文化；甥1 IntroductionThescho1arwhonamedHuixingChen(2007)hadpointedoutthat44duetothedifferentcu1tura1backgroundandsocia1deve1opmentprocess,thedifferentcountrieshavemoredifferenceofpub1icserviceadsofsty1

9、e.Thedeve1opment1eve1ofpub1icserviceadsfroma11countriesa1soexistdifferences.Therefore,itisnecessarytocompareChineseandwesternPub1ic-ServiceAnnouncement,.(Hofstede,G.1991.)Thisartic1eattemptstoana1yzethepub1icserviceads1anguagefromthehandofcu1ture.Aimedtofindthecu1tura1differencesandmaketheuseforrefe

10、renceofthefuturedeve1opmentofcommonwea1advertisement.Tbawakenthepub1icconsciousness,andmaintainthesocia1harmoniousdeve1opment2 ConceptandsignificanceofPub1ic-ServiceAnnouncementPub1ic-ServiceAnnouncementasakindofspecia1form,itisnotforthepurposeofshapingagoodimageandmarketingservicebutfocusesonpeop1e

11、smindandtoinf1uencetheirbehaviorsthroughthevividimageand1anguage.Withtheaidofmodemtechnica1p1atformtopromotehuman,straditiona1virtues.Kress,G.&1eeuwensaidthatita1socanjusticetheunhea1thytendenciesofsocia1environment,thusmakethecontributetothesocia1civi1izationprogress.(Kress,G.&1eeuwen,TV2006.)There

12、fore,pub1icserviceadsp1ayeddownthecommercia1charactersandcontainsmorecu1tura1themes.Itisthebestwhichoneref1ectsandguidingfunctionsfora11formsofadvertisingcu1ture.Asaproductofhumancivi1ization,undertheconditionofcertaincu1ture,ithasproducedbyaparticu1arpersonintraditioncu1ture.Thesecu1tureonthewho1ef

13、oraparticu1arsocia1formofphi1osophy,art,mora1s,re1igion,va1uestandardofjudgment,SUmmaryandsoonwi11inf1uenceandrestrictthePub1ic-ServiceAnnouncementcontendistributionandproductionetc.Pub1icserviceadswiththedeepconcernforsocia1rea1ity1ifehasthecharacteristicsofashortformandtransformpeop1e,semotionsand

14、hadtomakefu11p1aytoitsimportantro1e,standuptohe1ppeop1eestab1ishasuitab1enewva1uethatsuitagesneed.Ibadvocateanewcodeofconductandcrdinatevariousre1ationshipswithhumans.Promotingthebroaderhea1thofsociety.SuchastheCentra1Civi1izationOfficeandMinistriesandcommissionsjoint1yoanizedwithadvocatethethemeofE

15、ightHonorsandEightShamesonNationa1te1evisionpub1icserviceadvertisingcompetitionintherecent.Itisaimtomakethesocietywithafu11be11ycounse1swe11;goodbehaviorandfosterhea1thysocia1conduct.Second1y,pub1icserviceadvertisingisasymbo1ofsocia1harmony.ThePub1ic-ServiceAnnouncementisfocusondeve1opmentofhumanhar

16、mony;peop1eandsociety;humanandnatureetc.Thedeve1opmentofthesocietyneedsPub1ic-ServiceAnnouncement.Ita1soasanorientedtowardsinthewho1esociety.Thepub1icserviceadshavethefunctiontopromotepeop1esqua1ityof1ife,socia1civi1izationandcreateaharmonious1ivingenvironmentforthepub1ic,tosumup,thepub1icserviceadsiscomp1ete1yfitwiththesocia1deve1opmentandref1ectsthe1eve1ofsocia1deve1op