关于中美广告“面子”特点的比较研究
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摘要
本文应用了语用学中面子的相关理论,从跨文化交际的角度对中美广告的面子特点进行了分析研究。目的在于分析调查中美两国广告面子特点是否能够反映出两国不同的文化特点,架构以及价值观取向。
本文选取了35则美国广告以及35则中国广告作为研究样本,将面子特点分为三组,即积极面子和消极面子,个人面子和集体面子,自我面子和他人面子。与此同时,将这3对面子特点相结合产生8个综合面子特点,而后依据各自面子特点对样本进行分析研究。分析后得到的数据被仔细的比较和进一步概括总结,得出最后的研究结果。
根据上述理论和分类对中美广告的分析统计表明,中国广告反映了更多的积极面子,集体面子和自我面子的特点,与中国文化中强调的集体观念,差序社会结构和强交际环境相吻合。有一点值得注意的是,中国广告也开始更多的体现消极面子和个人面子的特点,这与改革开放后西方文化的大量涌入有着密切的关系。中国传统文化也慢慢的发生变化,更多的人可以接受西方文化,尤其是年轻一代更是有很多人开始推崇个人主意和实现自我价值。美国广告则体现了更多的消极面子,个人面子以及他人面子特点,这正与其重视个人主义,平等社会结构以及弱交际环境相吻合。
对于8个综合面子特点的研究结果表明,中国广告中最常应用的是消极面子/集体面子/自我面子策略和积极面子/集体面子/自我面子策略。而美国广告中比较常用的是消极面子/个人面子/他人面子,消极面子/集体面子/他人面子和积极面子/个人面子/他人面子。
这些关于中美广告面子特点的研究结果与中美文化结构和价值观差异相吻合。换而言之,广告在一定程度上也折射出了文化的差异和变化。本文的研究成果对于中国和美国的公司进行跨国和跨文化的广告宣传有一定的参考价值和借鉴意义。另一方面,本文有利于跨学科的知识应用,为其他有意于研究此领域的学者打下了一定的基础。
This research is from a cross-cultural perspective and applies the related theories of face in Pragmatics to analyze the face features between Chinese and American advertisements. Its purpose is to examine whether the face features of American and Chinese advertisements could completely reflect the difference on cultural characteristics, structure and value system in these two countries.
35 American and 35 Chinese advertisements are chosen as samples in this research. And the features have been classified in three couples, namely Positive face and Negative face, Individual face and Collective face, Self-face and Other-face and these features are regarded as supra-features. Meanwhile, each supra-feature contains two opposite face values, one of the face value is chosen with two others from the other two couples of face values will make up 8 sub-features. Then both the supra-features and sub-features would be analyzed to collect data and the data would be used for further conclusion and findings.
The findings in this research illustrates that Chinese advertisements contain more Positive face, Collective face and self-face concern, which correspond to the Chinese culture that emphasizing the concept of group and community meanwhile reflect the vertical social structure and high context of China. One thing needs noticing is that Chinese advertisements tends to use more Negative and Individual face strategies, which has a close relation with western cultures' flooding in after the reform and open of China. The traditional culture is changing bit by bit and more people could accept western culture, especially the young Chinese, some of whom even cherish individualism and materialism. As to American advertisements, more features of Negative face, Individual face and other-face concern are shown there, which reflect the western culture and its emphasis on individualism, equality and low context.
The findings of the eight face sub-features shows that Negative face/Collective face/Self-face concern and Positive face/Collective face/Self-face concern are the most frequently used strategies in Chinese advertisements while American advertisements often use Negative face/Individual face/Other-face concern, Negative face/Collective face/Other-face concern and Positive face/Individual face/Other-face concern. These findings generally go along with the cultural structure and value system of America and China. In other words, advertisements mirror cultural difference and change to some extent. The result of this research is expected to benefit advertisers and manufacturers in both China and America and offer something useful for their future reference. In addition, this research is a example of interdisciplinary study and has made a basis for further research in this field.
本文选取了35则美国广告以及35则中国广告作为研究样本,将面子特点分为三组,即积极面子和消极面子,个人面子和集体面子,自我面子和他人面子。与此同时,将这3对面子特点相结合产生8个综合面子特点,而后依据各自面子特点对样本进行分析研究。分析后得到的数据被仔细的比较和进一步概括总结,得出最后的研究结果。
根据上述理论和分类对中美广告的分析统计表明,中国广告反映了更多的积极面子,集体面子和自我面子的特点,与中国文化中强调的集体观念,差序社会结构和强交际环境相吻合。有一点值得注意的是,中国广告也开始更多的体现消极面子和个人面子的特点,这与改革开放后西方文化的大量涌入有着密切的关系。中国传统文化也慢慢的发生变化,更多的人可以接受西方文化,尤其是年轻一代更是有很多人开始推崇个人主意和实现自我价值。美国广告则体现了更多的消极面子,个人面子以及他人面子特点,这正与其重视个人主义,平等社会结构以及弱交际环境相吻合。
对于8个综合面子特点的研究结果表明,中国广告中最常应用的是消极面子/集体面子/自我面子策略和积极面子/集体面子/自我面子策略。而美国广告中比较常用的是消极面子/个人面子/他人面子,消极面子/集体面子/他人面子和积极面子/个人面子/他人面子。
这些关于中美广告面子特点的研究结果与中美文化结构和价值观差异相吻合。换而言之,广告在一定程度上也折射出了文化的差异和变化。本文的研究成果对于中国和美国的公司进行跨国和跨文化的广告宣传有一定的参考价值和借鉴意义。另一方面,本文有利于跨学科的知识应用,为其他有意于研究此领域的学者打下了一定的基础。
This research is from a cross-cultural perspective and applies the related theories of face in Pragmatics to analyze the face features between Chinese and American advertisements. Its purpose is to examine whether the face features of American and Chinese advertisements could completely reflect the difference on cultural characteristics, structure and value system in these two countries.
35 American and 35 Chinese advertisements are chosen as samples in this research. And the features have been classified in three couples, namely Positive face and Negative face, Individual face and Collective face, Self-face and Other-face and these features are regarded as supra-features. Meanwhile, each supra-feature contains two opposite face values, one of the face value is chosen with two others from the other two couples of face values will make up 8 sub-features. Then both the supra-features and sub-features would be analyzed to collect data and the data would be used for further conclusion and findings.
The findings in this research illustrates that Chinese advertisements contain more Positive face, Collective face and self-face concern, which correspond to the Chinese culture that emphasizing the concept of group and community meanwhile reflect the vertical social structure and high context of China. One thing needs noticing is that Chinese advertisements tends to use more Negative and Individual face strategies, which has a close relation with western cultures' flooding in after the reform and open of China. The traditional culture is changing bit by bit and more people could accept western culture, especially the young Chinese, some of whom even cherish individualism and materialism. As to American advertisements, more features of Negative face, Individual face and other-face concern are shown there, which reflect the western culture and its emphasis on individualism, equality and low context.
The findings of the eight face sub-features shows that Negative face/Collective face/Self-face concern and Positive face/Collective face/Self-face concern are the most frequently used strategies in Chinese advertisements while American advertisements often use Negative face/Individual face/Other-face concern, Negative face/Collective face/Other-face concern and Positive face/Individual face/Other-face concern. These findings generally go along with the cultural structure and value system of America and China. In other words, advertisements mirror cultural difference and change to some extent. The result of this research is expected to benefit advertisers and manufacturers in both China and America and offer something useful for their future reference. In addition, this research is a example of interdisciplinary study and has made a basis for further research in this field.
引文
[1]Gu,Y.Politeness Phenomena in Modern Chinese.Journal of Pragmatics.1990,14:237-357.
[2]Goffman,Erving.Interaction Ritua.New York:Doubleday Anchor,1967.
[3]Brown P.& Levinson S.C.Politeness:Some Universals in Language Usage.Cambridge:Cambridge University Press,1978.
[4]Mao,Luming.Beyond Politeness Theory:'Face' Revisited and Renewed.Journal of Pragmatics.1994,21:451-486.
[5]Scollon,R and S.W.Scollon.Intercultural Communication:A Discourse Approach.Oxford:Blackwell Publishers Ltd,2000.
[6]Leech,Jeoffrey.Principles of Pragmatics.New York:Longman,1983.
[7]Wierzbicka,Anna.Cross-cultural Pragmatics:The Semantics of Human Interaction.Berlin:Mouton de Gruyter,1991.
[8]何兆雄.新编语用学概要.上海:上海外语教育出版社,2000.
[9]BTing-Toomey,S.Toward a Theory of Conflict and Culture.In:W.Gudykunst,L.Stewart,&S.Ting-Toomey.Communication,Culture,and Organizational Processes.Beverly Hills:Sage.1985:71-86.
[10]Yao,X.&Yi,C.Y.How to Develop the Appraisal of the Advertising Awards.Advertising Wonderlands.2005,7:1-30.
[11]J.H.McElroy.American Beliefs:What Keeps a Big Country and Diverse People United.Chicago,IL:Ivan R.Dee,1999.
[12]J.H.McElroy.Finding Freedom:American' s Distinctive Cultural Formation.Carbondale,IL:Southern Illinios University Press,1987.
[13]Larry A.Samovar,Richard E.Porter.Communication Between Cultures,5th Ed.Beijing:Peking University Press,2004.
[14]J.O.Yum.Confucianism and Interpersonal Relationships and Communication Patterns in East Asia.In:L.A.Samovar and R.E.Porter.Intercultural Communication:A Reader,9th ed.Belmont,CA:Wadsworth,2000:64-98.
[15]K.L.Woodward.2000 year of Jesus.Newsweek.1999,March 29.
[16]H.T.Blanche and C.M.Parkes.Christianity in Death and Bereavement Across Cultures.New York:Routlege,1997.
[17]H.Smith.The Illustrated World' s Religions:A Guide to Our Wisdom Traditions.New York:HarperCollins,1994.
[18]C.Murphy.The Bible According to Eve.U.S.News and World Report.1998,August 10:104-163.
[19]Zhang,Y.Indirectness in Chinese requesting.In:Kasper,G.Pragmatics of Chinese as Native and Target Language.Honolulu:Second Language Teaching and Curriculum Center,University of Hawaii Press,1995:69-118.
[20]Watts,Richard J.,Sachiko Ide,Konrad Ehlich.Politeness in Language:Studies in Its History,Theory and Practice.Berlin:Mouton de Gruyter,1992.
[21]Janny,Richard,Arndt Horst.Universality and Relativity in Cross-cultural Politeness Research:A Historical Perspective.Multilingua.1993,12(1):13-50.
[22]汪文格.英语广告语与礼貌原则的和谐与冲突.武汉科技大学学报.2002,6:86-88.
[23]冯柱英.“面子理论”及英汉维护面子策略对比.内肛科技.2007,4:15-17.
[24]许伟杰,胡颖琳.中西方思维差异在电视广告中的体现.新闻界.2007,2:111-112.
[25]崔佳佳,杨春红.汉英文化中的面子及礼貌.四川教育学院学报.2008,7:83-85.
[26]刘静.面子:中西文化差异探讨.成都大学学报.2007,2:123-125.
[27]章礼霞.从广告语的角度看中西方文化的差异与交融.外语与外语教学.2000,11:61-62.
[2]Goffman,Erving.Interaction Ritua.New York:Doubleday Anchor,1967.
[3]Brown P.& Levinson S.C.Politeness:Some Universals in Language Usage.Cambridge:Cambridge University Press,1978.
[4]Mao,Luming.Beyond Politeness Theory:'Face' Revisited and Renewed.Journal of Pragmatics.1994,21:451-486.
[5]Scollon,R and S.W.Scollon.Intercultural Communication:A Discourse Approach.Oxford:Blackwell Publishers Ltd,2000.
[6]Leech,Jeoffrey.Principles of Pragmatics.New York:Longman,1983.
[7]Wierzbicka,Anna.Cross-cultural Pragmatics:The Semantics of Human Interaction.Berlin:Mouton de Gruyter,1991.
[8]何兆雄.新编语用学概要.上海:上海外语教育出版社,2000.
[9]BTing-Toomey,S.Toward a Theory of Conflict and Culture.In:W.Gudykunst,L.Stewart,&S.Ting-Toomey.Communication,Culture,and Organizational Processes.Beverly Hills:Sage.1985:71-86.
[10]Yao,X.&Yi,C.Y.How to Develop the Appraisal of the Advertising Awards.Advertising Wonderlands.2005,7:1-30.
[11]J.H.McElroy.American Beliefs:What Keeps a Big Country and Diverse People United.Chicago,IL:Ivan R.Dee,1999.
[12]J.H.McElroy.Finding Freedom:American' s Distinctive Cultural Formation.Carbondale,IL:Southern Illinios University Press,1987.
[13]Larry A.Samovar,Richard E.Porter.Communication Between Cultures,5th Ed.Beijing:Peking University Press,2004.
[14]J.O.Yum.Confucianism and Interpersonal Relationships and Communication Patterns in East Asia.In:L.A.Samovar and R.E.Porter.Intercultural Communication:A Reader,9th ed.Belmont,CA:Wadsworth,2000:64-98.
[15]K.L.Woodward.2000 year of Jesus.Newsweek.1999,March 29.
[16]H.T.Blanche and C.M.Parkes.Christianity in Death and Bereavement Across Cultures.New York:Routlege,1997.
[17]H.Smith.The Illustrated World' s Religions:A Guide to Our Wisdom Traditions.New York:HarperCollins,1994.
[18]C.Murphy.The Bible According to Eve.U.S.News and World Report.1998,August 10:104-163.
[19]Zhang,Y.Indirectness in Chinese requesting.In:Kasper,G.Pragmatics of Chinese as Native and Target Language.Honolulu:Second Language Teaching and Curriculum Center,University of Hawaii Press,1995:69-118.
[20]Watts,Richard J.,Sachiko Ide,Konrad Ehlich.Politeness in Language:Studies in Its History,Theory and Practice.Berlin:Mouton de Gruyter,1992.
[21]Janny,Richard,Arndt Horst.Universality and Relativity in Cross-cultural Politeness Research:A Historical Perspective.Multilingua.1993,12(1):13-50.
[22]汪文格.英语广告语与礼貌原则的和谐与冲突.武汉科技大学学报.2002,6:86-88.
[23]冯柱英.“面子理论”及英汉维护面子策略对比.内肛科技.2007,4:15-17.
[24]许伟杰,胡颖琳.中西方思维差异在电视广告中的体现.新闻界.2007,2:111-112.
[25]崔佳佳,杨春红.汉英文化中的面子及礼貌.四川教育学院学报.2008,7:83-85.
[26]刘静.面子:中西文化差异探讨.成都大学学报.2007,2:123-125.
[27]章礼霞.从广告语的角度看中西方文化的差异与交融.外语与外语教学.2000,11:61-62.