跨文化传播中的中西方文化价值观差异研究--以饮食广告为例

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1、密级：学校代码：１００６９１２０１５０１３７类型：学号：ＴＩＡＮＪＩＮＵＮＩＶＥＲＳＩＴＹＯＦＣＯ天津商业大学硕士学位论文跨文化传播中的中西方文化价值观差异研究—以饮食广告为例ＤｉｆｆｅｒｅｎｔＣｕｌｔｕｒａｌＶａｌｕｅｓｉｎＩｎｔｅｒｃｕｌｔｕｒａｌＡｄｖｅｒｔｉｓｉｎｇＣｏｍｍｕｎｉｃａｔｉｏｎ—ＡＣａｓｅＳｔｕｄｏｆＦｏｏｄａｎｄＤｒｉｎｋＡｄｖｅｒｔｉｓｉｎｙｇ研究生：司乐园专业名称：外国语言学及应用语言学指导教师：王永祥副教授

2、二〇一八年六月天津商业大学硕士学位论文跨文化传播中的中西方文化价值观差异研究—以饮食广告为例DifferentCulturalValuesinInterculturalAdvertisingCommunication—ACaseStudyofFoodandDrinkAdvertising研究生姓名：司乐园专业名称：外国语言学及应用语言学指导教师姓名：王永祥副教授论文提交日期：二O一八年五月学位授予单位：天津商业大学ABSTRACTWiththeintensificationofeconomicglo

3、balizationandtherapiddevelopmentofmultinationalcompanies,cross-culturaladvertising,asancrucialmeansofinterculturalcommunication,hasbecomemoreandmorerecognizedbythesociety.Thisthesisattemptstoprobeintotheculturaldifferencesininterculturalfood-and-drinkadver

4、tisingcommunication.FromGuoYouxianandHaoDongheng’sChineseElementsandAdvertisementsandYangHaijun’sChineseandForeignAdvertisingHistory,thewriterhasselected53foodanddrinkadvertisementsforresearchobjects.Furthermore,thewriterhasusedGeertHofstede’snationalcultu

5、raldimensionstheory,respectivelyIndividualismversusCollectivism;UncertaintyAvoidance;PowerDistance;MasculinityversusFemininity；Long-termversusShort-term；IndulgenceversusRestraint.Then,thewriteradoptedtwomethodsforanalysis,namely,literatureanalysismethodand

6、comparativeresearchmethod.Intheprocessofeconomiccommunication,multinationalcompaniespropagandizeproducts,transfercommercialinformationandprovideservicesthroughcross-culturaladvertising.Theyhopenotonlytocatchtheeyesoftheaudiencesbythenoveltyandcreativityoft

7、heirads,butalsotoarousethedesiretobuytheirproducts.Therefore,basedontheculturaldimensionstheory,thestudyanalysesChineseandWesternculturaldifferencesandtheirinfluencesoninterculturaladvertisingtransmissionfromtheaspectsoflanguage,culturalvalues,religion,pra

8、gmaticfailures,artconsumptionpsychology,artisticaesthetics,lawsandregulations.Byreviewingmanytypicalfoodanddrinkadvertisingtexts,wecanseethespecificmanifestationofculturalconflicts,theattitudesoftheaudiencesa