浅析中美品牌广告幽默元素的运用比较开题报告

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1、北京工商大学本科毕业论文（设计）开题报告学生姓名学　号学院（系）班　级论文（设计）题目AComparisonofHumorbetweenChineseandAmericanBrandAdvertising指导老师姓名职称指导老师研究方向一、论文（设计）选题的依据（Rationale）1.Whyhaveyouchosenthetopic?Withthedevelopmentofmaterialprosperity,advertisementshavebecomemoreandmoreimportantinourdailylife.Advertisementsgivelatestinfo

2、rmationaboutproducts.Iftherewerenoadvertising,consumerscouldnotknowaboutgoodsintheirlocalshops.Advertisinghelpsselltoabiggermarket.Therefore,asmoregoodsaresoldtheyarecheaper.Advertisementsalsoprovidemoneyfornewspapers,magazines,radiosandTVstations,etc..Atthesametime,wealsonoticethattherearemany

3、differencesbetweenChineseandAmericanadvertisements.UndertheinfluenceofdifferentChineseandAmericancultureandideology,differentelementsareusedinChineseandAmericanadvertisement.AnoticeabledifferencebetweenChineseandAmericanadvertisementisthattheyusedifferenthumorelementsinadvertisingandtheyhavedif

4、ferentinterpretationofhumor.Therefore,astudyonthistopicwillrevealthecausesforthisphenomenonandbetterfacilitatecross-culturalcommunicationbetweenChinaandAmerica.2.Whatisthebackgroundtothetopicwithinthecontextofaknownacademicorprofessionaldebate?Nowadays,cross-culturalcommunicationhasbeenahottopi

5、cforscholars.ComparativestudybetweenChineseandAmericanculturehasbeennumerous.AdvertisersandresearchershavelongbeenfascinatedbythepeculiaritiesandcommonalitiesinadvertisingappealsbetweenWesternandEasternsocieties.Withinthisinterestarea,onestreamofresearchfocusesontheculturalvaluesconveyedinadver

6、tisements,whileanotherconcentratesonthenarrativestyleseffectiveinthecontextsofdifferentsocieties.Forcomparativepurposes,wechosetheUnitedStatesandChinatorepresenttwotypesofculturesthatwereoftheoreticalimporttothisstudy,thatis,individualisticversuscollectivisticcultures.Theselectionprocessalsotoo

7、kintoaccountthephonologicalandlogographicnatureoftheEnglishandChineselanguages.Inaddition,thetwocountriesrepresentedtwoextremesintermsofadvertisingmaturity.二、论文（设计）的主要研究内容及预期目标(Researchissuesandaims)1.Researchissues(whatdoyouexpec