Dissertation > Language, writing > Chinese > Writing,rhetoric

The Comparison and Analysis of "Humor Advertising" between Chinese and Western

Author ZhangDi
Tutor YiHongChuan
School Guangzhou University
Course Linguistics and Applied Linguistics
Keywords Chinese and foreign humor advertising compare and analyze theprospect reference and merges Chinese elements
Type Master's thesis
Year 2011
Downloads 174
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For the particular phenomenon of “humor advertising”, Chinese and westernhave different and all kinds of performance. Many people are also conducted in-depthresearch. However, viewing the predecessors, we may find that these studies eitherbased on concrete cases or based on analytical skills, someone seldomly to explain thecontents by an abstract, summarization and summarized. It lacks of unity from theAngle of comparison. Strictly speaking, someone seldomly to issue by system andin-depth discussion, mostly just take the iceberg, lack of “depth” and “breadth”, letalone to compared all of these related perspectives.In fact,“humor advertising” is a phenomenon which is rich in lots of meanings,containing“aesthetics”、“literature” and “advertising communication”, and thesefactors exist each other between crossing and penetration. This articleconsider“humor advertising” as the research object, analyzed and compared thedifference between Chinese and foreign “humor advertising”, including the differenceof ideology and values, cultural difference and the way of thinking and other refinedform of difference and so on. And in the specific process of analysis, blend in sometypical examples between Chinese and foreign “humor advertising” as evidence. Inthe chapter of the reference and fusion between Chinese and foreign “humoradvertising”, add attentions in second language acquisition teaching practice,etc.This paper, on the whole can divide into three steps: the first step is comparingChinese and western“humor advertising”in ideology and values and culture and modeof thinking;The second step is to select the typical advertising cases, by specific ads cases between chinese and western humor advertising to reflect the mutual referenceand fusion process in teaching Chinese as a foreign language, and explain the actionin the process of reference and fusion which we should pay attention to. The third stepis to outlook the traditional elements which are subversived in Chinese humoradvertising.

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