中国电视商业广告文化价值模式研究
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摘要
本论文以实证研究的测量数据为研究平台，结合批判学派相关理论方法，构建了消费主义和普遍文化价值观的广告二元价值观模式，并在此基础上分析了这一模式对中国社会观念转型的影响。
本文系统梳理了西方广告文化批判的相关研究，总结了中国广告文化研究的历史和现状，指出中国广告文化研究起步较晚，撷取某种西方理论观点的偶发式论述往往呈现非系统、弥散和混乱的状态。认为本土化的中国广告文化研究颇具特色，但不系统，缺乏理论深度。
在选取分别代表当代中国电视商业广告、美国电视商业广告、中国电视商业旧广告、受众喜爱的电视商业广告的四个样本共800条电视商业广告之后，我们借用修改后的伯利广告文化价值测量框架进行了中国电视商业广告文化价值观的实证测量和数据分析。
根据测量数据，使用结构主义符号学分析方法和修辞学的零度与偏离理论，结合中国广告实践，描述了当代中国电视商业广告的文化价值观模式的形态和转化机制。从广告文本表面能指到表层文化价值元素再到深层文化价值观，经历了两层能指所指关系。表层文化价值元素呈现多元化的特征。深层文化价值观中，主控文化价值观是消费主义文化价值观，最优势的组合模式是由消费主义文化价值观与普遍文化价值观构成的二元模式。二元价值模式有相对复杂的零度和正负偏离状态，相互之间依读解主体的不同产生动态转换。
文章比较分析了中美广告文化价值观表现模式的差异。在验证中国广告价值观传播本土化与全球化两个趋势的同时，还进一步发现，发展中国家广告文化价值观的本土化趋势相对弱化，全球化趋势则相对强大，心态也更加开放。
文章总结了二元价值模式对中国社会观念转型的影响。针对中国电视商业广告的受众态度变迁可以划分为“高关注期”、“低关注期”和“潜移默化期”三个阶段。在二元价值模式传播的影响下，建立在超前消费的基础上的消费主义文化价值观在中国建立起来。二元模式中消费主义与普遍文化价值观纠结在一起，冲击和消解着传统的价值观念，促使传统文化价值观产生变形。
本文的研究具有指导广告实践的重要意义。二元价值模式的构建和跨文化广告价值模式的比较研究为广告主和广告创意者提供了选择文化价值元素的原则，同时提醒他们关注广告文化价值观对社会观念的影响，增强社会责任感，促使广告传播实现市场与社会价值的双赢。
On the platform of the data obtained by empirical research, this dissertation, applying the theories of related criticism, establishes the model of advertising dual values of consumerism and popular cultural values, and goes deeper to analyze the influence of this model on the transformation of social awareness in China.
The dissertation systematically lays out the Western related studies on advertising cultural criticism, summarizes China's study on advertising culture in the history and at present, and it points out that, since this study initiated relatively late in China, those occasional statements taken from this or that Western theory are usually unsystematic, dispersive, and chaotic, and that China's domestic study on advertising culture has its own special features but is not put in theoretical system.
Having taken 800 television commercials from the 4 samples which represent respectively contemporary Chinese television commercials, American television commercials, old Chinese television commercials and audience's favorite television commercials, we use the revised Polly's Measure Frame and carry out demonstration measurement and data analysis.
Based on these data and proceeding from Chinese advertising practice, we apply the theories of zero degree and deviation of rhetoric and thus describe both the model and its transformation of the cultural values of Chinese television commercials. There appear two layers of signifier-signified relationships from the signifier of the advertising text to the superficial elements of cultural values and then to cultural values in depth. The superficial elements of cultural values is characterized by diversity, while the cultural values in depth is decided by consumerist cultural values. The consumerist cultural values and popular cultural values combine into the best model-dual model, which has relatively complex mode, and transforms in accordance with different corpus.
The dissertation contrasts and analyzes the differences in the models of Chinese and American advertising cultural values. While confirming that the trend of the communication of Chinese advertising values is localization and globalization, the dissertation states that the trend of localization of developing countries, which are more open-minded now, is relatively weakened whereas the trend of globalization is relatively strengthened.
The dissertation summarizes the influence of this dual model on the transformation of social awareness in China. The changes of the audience's attitudes
towards Chinese television commercials can be divided into three phases, namely, "highly focusing phase" ,"lowly focusing phase", and "pervading phase". Influenced by the communication of the dual value model, consumerist cultural values based on advanced consuming has been established in China. The consumerist and popular cultural values are woven together, which has been giving a negative impact on and dissolving the traditional values and thus urges the traditional cultural values to distortion.
The study demonstrated in this dissertation is important in directing advertising practice. The formation of dual value model and the comparative research of the model of intercultural advertising values is supposed to offer advertisers and advertisement creators principles of choosing elements of cultural values and remind them to pay much attention to the influence of advertising cultural values on social views, shoulder social responsibility and therefore achieve a win-win game in advertising communication between market and social values.
本文系统梳理了西方广告文化批判的相关研究，总结了中国广告文化研究的历史和现状，指出中国广告文化研究起步较晚，撷取某种西方理论观点的偶发式论述往往呈现非系统、弥散和混乱的状态。认为本土化的中国广告文化研究颇具特色，但不系统，缺乏理论深度。
在选取分别代表当代中国电视商业广告、美国电视商业广告、中国电视商业旧广告、受众喜爱的电视商业广告的四个样本共800条电视商业广告之后，我们借用修改后的伯利广告文化价值测量框架进行了中国电视商业广告文化价值观的实证测量和数据分析。
根据测量数据，使用结构主义符号学分析方法和修辞学的零度与偏离理论，结合中国广告实践，描述了当代中国电视商业广告的文化价值观模式的形态和转化机制。从广告文本表面能指到表层文化价值元素再到深层文化价值观，经历了两层能指所指关系。表层文化价值元素呈现多元化的特征。深层文化价值观中，主控文化价值观是消费主义文化价值观，最优势的组合模式是由消费主义文化价值观与普遍文化价值观构成的二元模式。二元价值模式有相对复杂的零度和正负偏离状态，相互之间依读解主体的不同产生动态转换。
文章比较分析了中美广告文化价值观表现模式的差异。在验证中国广告价值观传播本土化与全球化两个趋势的同时，还进一步发现，发展中国家广告文化价值观的本土化趋势相对弱化，全球化趋势则相对强大，心态也更加开放。
文章总结了二元价值模式对中国社会观念转型的影响。针对中国电视商业广告的受众态度变迁可以划分为“高关注期”、“低关注期”和“潜移默化期”三个阶段。在二元价值模式传播的影响下，建立在超前消费的基础上的消费主义文化价值观在中国建立起来。二元模式中消费主义与普遍文化价值观纠结在一起，冲击和消解着传统的价值观念，促使传统文化价值观产生变形。
本文的研究具有指导广告实践的重要意义。二元价值模式的构建和跨文化广告价值模式的比较研究为广告主和广告创意者提供了选择文化价值元素的原则，同时提醒他们关注广告文化价值观对社会观念的影响，增强社会责任感，促使广告传播实现市场与社会价值的双赢。
On the platform of the data obtained by empirical research, this dissertation, applying the theories of related criticism, establishes the model of advertising dual values of consumerism and popular cultural values, and goes deeper to analyze the influence of this model on the transformation of social awareness in China.
The dissertation systematically lays out the Western related studies on advertising cultural criticism, summarizes China's study on advertising culture in the history and at present, and it points out that, since this study initiated relatively late in China, those occasional statements taken from this or that Western theory are usually unsystematic, dispersive, and chaotic, and that China's domestic study on advertising culture has its own special features but is not put in theoretical system.
Having taken 800 television commercials from the 4 samples which represent respectively contemporary Chinese television commercials, American television commercials, old Chinese television commercials and audience's favorite television commercials, we use the revised Polly's Measure Frame and carry out demonstration measurement and data analysis.
Based on these data and proceeding from Chinese advertising practice, we apply the theories of zero degree and deviation of rhetoric and thus describe both the model and its transformation of the cultural values of Chinese television commercials. There appear two layers of signifier-signified relationships from the signifier of the advertising text to the superficial elements of cultural values and then to cultural values in depth. The superficial elements of cultural values is characterized by diversity, while the cultural values in depth is decided by consumerist cultural values. The consumerist cultural values and popular cultural values combine into the best model-dual model, which has relatively complex mode, and transforms in accordance with different corpus.
The dissertation contrasts and analyzes the differences in the models of Chinese and American advertising cultural values. While confirming that the trend of the communication of Chinese advertising values is localization and globalization, the dissertation states that the trend of localization of developing countries, which are more open-minded now, is relatively weakened whereas the trend of globalization is relatively strengthened.
The dissertation summarizes the influence of this dual model on the transformation of social awareness in China. The changes of the audience's attitudes
towards Chinese television commercials can be divided into three phases, namely, "highly focusing phase" ,"lowly focusing phase", and "pervading phase". Influenced by the communication of the dual value model, consumerist cultural values based on advanced consuming has been established in China. The consumerist and popular cultural values are woven together, which has been giving a negative impact on and dissolving the traditional values and thus urges the traditional cultural values to distortion.
The study demonstrated in this dissertation is important in directing advertising practice. The formation of dual value model and the comparative research of the model of intercultural advertising values is supposed to offer advertisers and advertisement creators principles of choosing elements of cultural values and remind them to pay much attention to the influence of advertising cultural values on social views, shoulder social responsibility and therefore achieve a win-win game in advertising communication between market and social values.
引文
1 冯建三、孙秀蕙《广告文化》，台湾扬智文化事业股份有限公司1998年，第19页。
2 《1990-1995年中国广告业数据统计》，《广告参考资料》，1996年第2期。
3 《中国广告20年》，武警音像出版社2000年。
4 端木义万主编《美国传媒文化》，北京大学出版社2001年，第199页、211页。
5 Potter, David. People of Plenty(2nd ed.). Chicago: University of Chicago Press, 1969:167.
6 同4，第225页。
7 戴维·波普诺《社会学》，刘云德、王戈译，辽宁人民出版社1987年，第97页。
8 Rokeach, Milton J. (1973), The Nature of Human Valures.NY: Free Press. P.5.
9 Antthony Giddens, Sociology. Cambridge, UK: Polity Press,1989,p.31.
10 Srikandath Sivaram (1991) Culture values depicted in India televison advertising. Gazette:The International Journal for mass communication Studies, 48, 165—176.
11 [法]路易·多洛《个体文化与大众文化》，黄建华译，上海人民出版社，1987年，第122页。
2 《1990-1995年中国广告业数据统计》，《广告参考资料》，1996年第2期。
3 《中国广告20年》，武警音像出版社2000年。
4 端木义万主编《美国传媒文化》，北京大学出版社2001年，第199页、211页。
5 Potter, David. People of Plenty(2nd ed.). Chicago: University of Chicago Press, 1969:167.
6 同4，第225页。
7 戴维·波普诺《社会学》，刘云德、王戈译，辽宁人民出版社1987年，第97页。
8 Rokeach, Milton J. (1973), The Nature of Human Valures.NY: Free Press. P.5.
9 Antthony Giddens, Sociology. Cambridge, UK: Polity Press,1989,p.31.
10 Srikandath Sivaram (1991) Culture values depicted in India televison advertising. Gazette:The International Journal for mass communication Studies, 48, 165—176.
11 [法]路易·多洛《个体文化与大众文化》，黄建华译，上海人民出版社，1987年，第122页。