中英广告幽默的跨文化比较.pdfVIP

Acknowledgement First and for most, I would like to express my greatest gratitude to my supervisor, Professor Wang Shijing, who impressed me deeply with his cultural insights, rigorous attitude towards research as well as his amiable character. Without his continuous encouragement and painstaking supervision, this thesis could never have been produced. Meanwhile, I am also indebted to the professors in the School of Foreign Language at East China Normal University. During my three-year MA study, I have learned a lot of from them. Their profound expertise in culture, linguistics and literature as well as their devotion to research have dramatically influenced me in my further study and teaching career. Last but not least, I am also grateful to my colleagues at College English Department at ECNU, who offered me much valuable advice with great patience. v 内容摘要 幽默，作为一种特殊的文学体裁，在人们的日常生活中扮演着重要的角色。它 能给人们带来轻松欢乐，帮助人们减轻压力，可以说是在生活中无处不在。鉴于 此特点，世界各地的广告商也纷纷运用幽默这一表现手法来吸引观众的眼球。但 同时人们也发现：某一个国家的幽默广告对另一个国家的观众来说并不十分有 趣，相反有时会带来误解甚至是反感。这是由于幽默的文化特性所造成的。 为了能使观众更好地理解和欣赏广告幽默，有必要从跨文化的角度对中英广告 幽默进行对比研究。本文着重比较了中英广告幽默的相同与不同之处，并且探讨 了导致其差异产生的文化根源，旨在帮助人们更好地欣赏源于异国文化的广告幽 默，同时在购物时也能做出明智的选择。在功能和技巧方面，中英广告幽默表现 出基本相同；而在幽默话题和嘲笑对象方面，中英广告幽默则表现出了不同。通 过研究表明：中西方不同的价值观，思维模式，历史与文化背景是造成其不同的 主要原因。了解中西方文化之间的差异，站在对方的角度思考以及广告幽默的语 境化对于理解和欣赏异国的幽默广告能有一定的帮助。 随着经济发展的全球化，广告的跨文化传播变得不可避免。因此对于广告商来 说，在进行广告本土推广的同时，当地的文化因素是不得不考虑的。希望本文在 这方面能够起到一些启发作用。 关键词：中英广告幽默；相似；差异；跨文化交际 vi ABSTRACT Humor, as a special genre, plays an important role in people’s daily life. It can create friendly liveliness, bring f