【作者】 李隽芝；

【导师】 金定海；

【作者基本信息】 华东师范大学 ， 文学与传媒， 2008， 硕士

【副题名】以《IAI中国广告作品年鉴》（2005年至2007年）为分析对象

【摘要】 随着经济地位的提升,中华文化对世界的影响也越来越显著。近来年,在全球化背景下,有关“中国元素”的呼声愈演愈烈,由于各行各业对“中国元素”的解读各有侧重,本文将立足于广告业,以《IAI中国广告作品年鉴》(2005年至2007年)作为研究文本,从广告学的角度来解读“中国元素”的定义,分析“中国元素”的表达模式。全文总共分为五部分。绪论部分,通过梳理目前国内外讨论“中国元素”的文献,形成本文试图研究的问题指向。同时,对本文的文本分析对象——《IAI中国广告作品年鉴》(2005年至2007年)进行资料选取的说明和介绍。第一章通过对“中国元素”一般定义与广告学定义的不同解读,从宽泛性、包容性、多角度性以及符号性、文化性等不同视角,给出“中国元素”概念在不同的思维与视域层面上的表现特征,提出了笔者理解中的“中国元素”定义。第二章主要以2005年、2006年、2007年的《IAI中国广告作品年鉴》中所收入的作品为研究对象,择取部分典型作品,从生活经验调动、历史文化认知、价值观念诉求三方面,加以单独剖析作品中对“中国元素”的表达模式,凸显在“中国元素”定义语境下这种表达模式的广告学意义。第三章根据笔者对“中国元素”定义的诠释,以1577件广告作品为统计对象,把“中国元素”分为十七个类型,按照类型、区域、行业三个方面对“中国元素”的表达进行量化研究,并结合单年数据和三年趋势走向进行统计分析。论文的结语,是笔者对全球化背景下广告创作中“中国元素”表达的展望。研究方法上,本文避免停留在理论层面的宏大叙事,而是从具体作品出发,在详细解读文本分析对象的基础上,通过文献梳理、定义概括、数据统计和个案分析等方法,实现本论文提出的研究宗旨。论文通过对“中国元素”表达的分析,给出了“中国元素”的广告学定义。论文认为,由于中国现代广告理论和实践起步较晚,标准缺失,在广告作品中,“中国元素”的表达呈现出视听符号遥遥领先,文化关注视野较窄的局面。从表达方法来看,利于展现视听符号的生活经验调动得到普遍青睐,表达方式丰富多样,需要深入构思的历史文化认知及价值观念诉求则相对较弱,表现较为单一。从数据统计来看,视听符号集中的元素类型和善于挖掘视听符号的行业,在“中国元素”表达上优势明显。以形象类为代表的符号元素和以概念宣传为代表的行业在“中国元素”的表达上颇为积极。而元素表达与区域历史文化的关系也十分紧密。当然,仅以近三年的1577件广告作品为研究对象,不能概括现代广告在华发展的全貌,但大致可以分析出中国广告在经历了起步、效仿,探索阶段后的本土化表达现状。更多还原

【Abstract】 With the advance of economic, Chinese culture has stronger influence around the world. In recent years, more and more voices have come on "Chinese elements". Different industries have different definations. The dissertation will be established in advertising, based on IAI Chinese Advertising Pieces Yearbook (2005～2007) , try to define "Chinese elements" from the view of advertising, as well as analyze the expression of it.The dissertation will be divided into five parts. The exordium part try to set up a research flat in order to bring forward the question. Meanwhile, it will make introduction and explanation on the picked pieces. The first chapter mainly talks about the definations of "Chinese elements", not only in general idea, but also the advertising conception. The characteristics such as fargoing, comprehensive and diversiform, as well as symbolic and cultural will be discussed so as to support the defination. The second chapter focuses on the meaning and expression of "Chinese elements" under advertising situation in aspects of life experience mobilization, culture history cognition and concept value collimation via picking typical works from IAI Chinese Advertising Pieces Yearbook (2005～2007). The third chapter moves to data statistic which will classify "Chinese elements" into seventeen sorts object to 1577 pieces in total from three views, sorts, region and industry. The analyzing will cover both one year data and trends of three years. The last part,epilogue, gives an expectation on the furture expression.As for the research method, the dissertation will back to each pieces instead of grand narrative discussion around theories, start from the documents carding, concept defining, data statistic and cases analyzing in order to meet the research aim of the dissertation.According to the dissertation, the author gives an unique defination of "Chinese elements". And it believes that because of the late time step on modern advertising and lack of criterion, audio visual signs cover the most part of "Chinese elements" expression, while culture concerns only show a little. Looking on the methods, life experience mobilization is the most popular way on carrying out "Chinese elements", also with plentiful modes, while culture history cognition and concept value collimation which require deep conceiving are not very well expressed. Looking on the data, the elements sorts with variety audio visual signs and industries with strong signs excavation demonstrate obviously dominate. That is to say, typical signs of images, and industries of consemption propaganda work actively. Meanwhile, regions with long history and culture perform well.For sure, 1577 pieces within three years couldn’t generalize the whole current Chinese modern advertising developping situation, but briefly can figure out the localization expression in the quest process of Chinese advertising, after its initial and emulation steps.更多还原