中美广告中的幽默对比研究_英语论文.doc

资料分类:英语论文 上传会员:白鲸 更新时间:2017-11-07
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Abstract: Humor plays an important role in our daily life. It can bring people pleasure and help them to reduce stress. In business, advertisers also prefer to make use of humor to draw viewers’ attention. However, owing to the cultural differences, sometimes people from different cultures can not understand advertisements properly in other counties. This study intends to investigate the effects humor brings to advertisements by the extensive collection of advertisements in China and America. Then, analyzes the differences and similarities of humor between Chinese and American advertisements from a cross-culture perspective and summarizes their own features. At last this paper suggests that Chinese advertisements learn from American advertisements, and use more humor or humor strategies in advertising.

Key words: humor; advertisement; cross-culture

 

CONTENTS

Abstract

摘要

1. Introduction1

2. Theories of Advertisement and Humor .2

  2.1 Advertising

2.1.1Origin of Advertisement

2.1.2 Theories of Advertisement

  2.2 Humor

2.2.1 Classification of Humor

2.2.2 Characteristics of Humor

3. Advertisement Humor in China and America5

  3.1 Cases of Chinese Commercial Samples

 3.1.1 Nanjiren Thermal Underwear

 3.1.2 Libai Detergent

 3.1.3 Shineway Ham

  3.2 Cases of American Commercial Samples

 3.2.1 Best Buy

 3.3.2 Audi S6

 3.3.3 OREO Biscuit

4. Comparative Analyses of Advertisement humor in Chinese and American advertisements8  

  4.1 Similarities between Chinese and American Advertisements Humor

  4.2 Differences between Chinese and American Advertisements Humor

  4.3. Suggestions on Chinese Advertisements

5. Conclusion

Bibliography.

Acknowledgements

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上传会员 白鲸 对本文的描述:本文通过广泛收集中美两国广告,研究幽默给广告所带来的效果和影响,然后从跨文化的角度分析比较中美两国广告中幽默的异同点,总结其各自的特点。同时也指出中国广告应学习美......
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