从广告看价值观转变与顺应-外国语言学与应用语言学专业论文 word格式.docx

些依然是消费者所关注的焦点。1981-1995 和 1996-2010 这两个阶段的广告反映出西方价值观多于中国传统价值观，但中国传统价值观的增长幅度大于西方价 值观。这说明改革开放以来，中国传统价值观的地位受到一些冲击，但核心传 统价值观在人们生活中仍然发挥着重要作用。经过分析调查，本文将最终得出 中国广告是东西方文化价值观的互融，它的发展正趋于全球化。关键词：平面广告；文化价值观；内容分析AbstractIt was the “Blue-sky Toothpaste’’ advertisement published on Tianjin News Daily that embarked on China’s commercial ads in media in 1979. As one of the four traditional media in China, the newspaper has been playing an essential role in keeping people informed of what has been going on in China in the past 30 years. While media have been developing in diversified ways today, the newspaper is still one of the most important carriers on which advertisers and manufacturers would like to get their advertisements published because of the factors characterized by high frequency of issuing, large coverage of readers and rapid circulation of information. Since the late 1970s when the economic reform and opening up programs started, China’s print advertisements have developed dramatically fast with revenue growing more than 1000 times today. Advertising is regarded by some scholars as a mirror reflecting what is happening in society, and therefore it has the commercial value and the cultural value as well. With China getting more and more involved in global interactions in various areas, cultural values reflected in advertising undertake changes accordingly.This thesis attempts to explore the transformation of cultural values and find out the dominant cultural values in today’s society by focusing on the analysis of newspaper advertisements in the past 30 years. It selects 33 east and west cultural values well categorized by some world-known scholars. And then one hundred and fifty advertisements are analyzed in terms of 33 indicators and cultural value theories to find out one or more cultural value(s) manifested in each advertisement collected from Yangcheng Evening News, five advertisements for each year from 1981 to 2010. After the cultural values have been determined,