中美广告中性别符号的跨文化探析
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摘要
随着社会经济的发展,广告已成为社会生活中不可缺少的一部分,另外,由于物质生活的丰富,竞争日趋激烈,广告已不仅仅是一种经济活动,它富有更多的故事性和欣赏性,蕴含深刻的文化内涵。作为一种传播媒介,它向受众者传递价值观念和意识形态,因而现代广告已成为一种文化载体,它既受文化的影响,同时又以各种符号为载体,传播文化。从符号学的角度来说,广告就是一个复杂的符号系统,广告中的所有因素,诸如人物、事物、声音、场景等等,都可以看作符号。
人物符号是广告中最具有形象吸引力的传播符号,它相对于其他类型的符号更具有平易性和亲和力。人物符号从性别上来看,可以分为男性符号和女性符号,总称为性别符号。广告中的性别符号有什么指示意义;这些意义又是如何生成的;不同文化背景下的广告性别符号的应用有何不同及为何会有这些不同?本研究拟以性别符号为研究对象,以能指和所指为研究支撑,旨在揭示不同文化背景下广告符号系统内性别符号的意义生成机制,指示意义及其背后的文化因素。
符号学的能指与所指理论作为一门新的方法论和一个新的研究视角,在其他学科的研究中也具有较强的指导意义和广阔的应用前景,这一点尤其体现在文化艺术领域中。以能指和所指理论作为分析工具是符合广告发展规律的,广告制作者正是通过利用符号的能指和所指之间的关系完成对符号意义的建构,它们能够明晰事物关系,揭示事物所蕴含的深层意义。在符号学研究中,能指和所指概念占有非常重要的地位,它们共同构成了符号的框架结构,是符号学分析的基础和起点。
本研究以东西方无论是经济还是文化都极具代表性的中国和美国两国的商业广告为样本,以符号学方法分析中美商业广告中性别符号的意义生成机制及它们的指示意义,以对比分析法解析性别符号分别在中美商业广告中的独特表现,挖掘不同文化在性别符号运用上的差异,以内容分析法试图对中美广告中出现的性别符号所反映的文化价值观进行比较分析,以探究广告中性别符号与文化价值观之间的相互关系。
研究结果发现:
1)广告中性别符号的意义主要是由能指的各种构成因素的组合产生的,包括性别符号(如形象本身、面部表情、行为、着装)及其他因素(如环境、语言、字幕和画外音)等。
2)中美广告中性别符号的指示意义既有差异也有共同点。差异表现在,从表现手法上说,中国的广告性别符号的表现方式更含蓄,而美国更直白;在内容上,美国的性别符号的指示意义要比中国的更加多样化。相同点在于中美广告的男性和女性符号的指示意义存在两个极端。
3)中美广告中性别符号指示意义的差异的根源在于两国截然不同的文化,主要表现在集体主义与个人主义、和合与个性、权力观等的差异。
运用能指与所指理论对中美广告中的性别符号进行分析具有重要的理论及现实意义:一方面,可以丰富理论本身,拓展符号学思想理论运用领域,使其理论更加实用;另一方面,该研究有助于我们充实对广告人物符号的研究,同时,通过研究不同文化对性别符号的使用,探究不同文化背景下性别符号背后的文化内涵,为广告的跨文化传播提出一些启示,有助于冲破跨文化的广告传播障碍。
With the development of society and economy, advertisements have become an inseparable part of our life, furthermore, because of the affluent materials and the fierce competitions, advertisements are no longer merely an economic activity, they are more appreciative and narrative, and they also have been endowed with profound culture. As a communication media, advertisements also pass on the values and ideologies to the audience, as a result of which, the modern advertisements have become culture carriers which are influenced by culture, and meantime, transmit culture with various signs. From the semiotic perspective, advertisements are a complex system of signs, and all the elements in the advertisements can be regarded as signs, such as characters, objects, sounds and scenes.
The character signs in advertisements are the most figurative and attractive communicating signs and compared with other types of signs, they are more amiable and compatible. According to the feature of gender, the character signs can be divided into female signs and male signs, which together can be called gender signs. Then what are the referential meanings of the gender signs; how are the meanings generated; what differences are there on the application of gender signs in different cultural contexts and why are there such differences? Based on Signifier and Signified Theory, the present study chooses gender signs as the research object and aims at exploring the meaning generative mechanism, the referential meaning of the gender signs in advertising system and the cultural values on different cultural contexts.
The signifier and signified theory, as a new methodology as well as a new aspect, has the practical significance in other fields, especially in advertisements and other cultural and artistic phenomenon. The study is on the basis of the signifier and signified theory which is in conformity with the advertising characteristic, and what the advertisers are focusing on is to construct the meaning of the sign by the relationship between signifier and signified. The concepts of signifier and signified can clarify the relationships of objects and reveal the deep meaning implied in objects. They play an important role and work in tandem to form the framework of a sign, which is the foundation and starting point of the semiotic analysis.
In the study, we choose some commercial advertisements in China and America which are the representatives in both economy and culture as the sample; we analyze the meaning generative mechanism and the referential meanings of the gender signs in the two culture contexts with the semiotic approach; and with the comparative method, we try to find the unusual manifestations of the gender signs in the two nations, and explore the differences on the application of the gender signs. And moreover we attempt to make a comparison of the cultural values underlying the gender signs in the two nations by content analysis.
The research has yielded some significant findings as follows:
First, the meaning of gender signs in advertisements is generated by the combination of the constituents of signifier including the gender signs (such as the whole image, the facial expression, behaviors, and dressings) and other elements (such as environment, language, script and voice out of screen) and so on.
Second, there are some differences and similarities on the referential meaning of the gender signs in Chinese and American advertisements. As to the differences, on the matter of manifestation, the Chinese are more reserved while the American are more explicit; on the matter of content, the American are more various than the Chinese. And the similarity lies in that there are two extremes in the application of female signs and male signs.
Third, there are some cultural values that influence the application of gender signs in Chinese and American advertisements, such as collectivism and individualism, harmony and freedom, hierarchy and so on.
The significance of this study is evident. On one hand, the study can extend the application of the theory, making the theories more practical; on the other hand, the study is helpful to enrich the studies on the character signs, and by the studies on the gender signs and the exploration of the cultural values of the gender signs in different cultural contexts, we can make some suggestions on the intercultural advertising which can help to break down the obstacles in intercultural communication.
人物符号是广告中最具有形象吸引力的传播符号,它相对于其他类型的符号更具有平易性和亲和力。人物符号从性别上来看,可以分为男性符号和女性符号,总称为性别符号。广告中的性别符号有什么指示意义;这些意义又是如何生成的;不同文化背景下的广告性别符号的应用有何不同及为何会有这些不同?本研究拟以性别符号为研究对象,以能指和所指为研究支撑,旨在揭示不同文化背景下广告符号系统内性别符号的意义生成机制,指示意义及其背后的文化因素。
符号学的能指与所指理论作为一门新的方法论和一个新的研究视角,在其他学科的研究中也具有较强的指导意义和广阔的应用前景,这一点尤其体现在文化艺术领域中。以能指和所指理论作为分析工具是符合广告发展规律的,广告制作者正是通过利用符号的能指和所指之间的关系完成对符号意义的建构,它们能够明晰事物关系,揭示事物所蕴含的深层意义。在符号学研究中,能指和所指概念占有非常重要的地位,它们共同构成了符号的框架结构,是符号学分析的基础和起点。
本研究以东西方无论是经济还是文化都极具代表性的中国和美国两国的商业广告为样本,以符号学方法分析中美商业广告中性别符号的意义生成机制及它们的指示意义,以对比分析法解析性别符号分别在中美商业广告中的独特表现,挖掘不同文化在性别符号运用上的差异,以内容分析法试图对中美广告中出现的性别符号所反映的文化价值观进行比较分析,以探究广告中性别符号与文化价值观之间的相互关系。
研究结果发现:
1)广告中性别符号的意义主要是由能指的各种构成因素的组合产生的,包括性别符号(如形象本身、面部表情、行为、着装)及其他因素(如环境、语言、字幕和画外音)等。
2)中美广告中性别符号的指示意义既有差异也有共同点。差异表现在,从表现手法上说,中国的广告性别符号的表现方式更含蓄,而美国更直白;在内容上,美国的性别符号的指示意义要比中国的更加多样化。相同点在于中美广告的男性和女性符号的指示意义存在两个极端。
3)中美广告中性别符号指示意义的差异的根源在于两国截然不同的文化,主要表现在集体主义与个人主义、和合与个性、权力观等的差异。
运用能指与所指理论对中美广告中的性别符号进行分析具有重要的理论及现实意义:一方面,可以丰富理论本身,拓展符号学思想理论运用领域,使其理论更加实用;另一方面,该研究有助于我们充实对广告人物符号的研究,同时,通过研究不同文化对性别符号的使用,探究不同文化背景下性别符号背后的文化内涵,为广告的跨文化传播提出一些启示,有助于冲破跨文化的广告传播障碍。
With the development of society and economy, advertisements have become an inseparable part of our life, furthermore, because of the affluent materials and the fierce competitions, advertisements are no longer merely an economic activity, they are more appreciative and narrative, and they also have been endowed with profound culture. As a communication media, advertisements also pass on the values and ideologies to the audience, as a result of which, the modern advertisements have become culture carriers which are influenced by culture, and meantime, transmit culture with various signs. From the semiotic perspective, advertisements are a complex system of signs, and all the elements in the advertisements can be regarded as signs, such as characters, objects, sounds and scenes.
The character signs in advertisements are the most figurative and attractive communicating signs and compared with other types of signs, they are more amiable and compatible. According to the feature of gender, the character signs can be divided into female signs and male signs, which together can be called gender signs. Then what are the referential meanings of the gender signs; how are the meanings generated; what differences are there on the application of gender signs in different cultural contexts and why are there such differences? Based on Signifier and Signified Theory, the present study chooses gender signs as the research object and aims at exploring the meaning generative mechanism, the referential meaning of the gender signs in advertising system and the cultural values on different cultural contexts.
The signifier and signified theory, as a new methodology as well as a new aspect, has the practical significance in other fields, especially in advertisements and other cultural and artistic phenomenon. The study is on the basis of the signifier and signified theory which is in conformity with the advertising characteristic, and what the advertisers are focusing on is to construct the meaning of the sign by the relationship between signifier and signified. The concepts of signifier and signified can clarify the relationships of objects and reveal the deep meaning implied in objects. They play an important role and work in tandem to form the framework of a sign, which is the foundation and starting point of the semiotic analysis.
In the study, we choose some commercial advertisements in China and America which are the representatives in both economy and culture as the sample; we analyze the meaning generative mechanism and the referential meanings of the gender signs in the two culture contexts with the semiotic approach; and with the comparative method, we try to find the unusual manifestations of the gender signs in the two nations, and explore the differences on the application of the gender signs. And moreover we attempt to make a comparison of the cultural values underlying the gender signs in the two nations by content analysis.
The research has yielded some significant findings as follows:
First, the meaning of gender signs in advertisements is generated by the combination of the constituents of signifier including the gender signs (such as the whole image, the facial expression, behaviors, and dressings) and other elements (such as environment, language, script and voice out of screen) and so on.
Second, there are some differences and similarities on the referential meaning of the gender signs in Chinese and American advertisements. As to the differences, on the matter of manifestation, the Chinese are more reserved while the American are more explicit; on the matter of content, the American are more various than the Chinese. And the similarity lies in that there are two extremes in the application of female signs and male signs.
Third, there are some cultural values that influence the application of gender signs in Chinese and American advertisements, such as collectivism and individualism, harmony and freedom, hierarchy and so on.
The significance of this study is evident. On one hand, the study can extend the application of the theory, making the theories more practical; on the other hand, the study is helpful to enrich the studies on the character signs, and by the studies on the gender signs and the exploration of the cultural values of the gender signs in different cultural contexts, we can make some suggestions on the intercultural advertising which can help to break down the obstacles in intercultural communication.
引文
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