中国传统自然观在房地产广告中的呈现  

Reflection and Evolution of Chinese Traditional Value of Nature in Real Estate Advertising

作　　者：周雨[1] 李静环[1] 

机构地区：[1]厦门大学新闻传播学院,中国厦门361005

出　　处：《现代广告》2012年第21期32-39,31,共9页Modern Advertising

基　　金：中央高校基本科研业务费专项资金资助项目《台湾商业广告的诉求及审蔓表现研究》（2010221091）.

摘　　要：本文应用内容分析法统计了《2010房地产广告年鉴（精华本）》中广告作品使用自然元素与自然诉求的总体态势。在此基础上，使用符号学分析法进行文本分析，以探求广告中的天人关系与传统自然观的异同。结果发现：（1）自然元素在大多数房地产广告作品中都有体现，且中国房地产广告偏爱使用西方自然元素。（2）呈现中西方自然元素的广告体现了不一样的人与自然关系。使用西方自然元素的广告多数不体现明确的人与自然关系，而展现东方自然元素的广告绝大多数都体现出和谐相处的天人关系。（3）广告中呈现的三种人与自然关系中，人与自然和谐相处关系能观照到传统的道禅自然观——回归自然和儒家自然观——自然比德。人征服自然关系的广告展示了借助科技改造自然和利用自然的两种观念，显示了现代文化的影响。人服从自然的关系则鲜见。这些昭示了传统自然观在现代社会文化中的演变之势。The author makes content analysis of the advertisements in ＂2010 Yearbook of Real estate Advertisement＂ and find out the overall situations of natural elements and natural appeals. Then, advertisements with obvious orientation of ＂relation between human and nature＂ are picked out and analyzed by the method of symbolic textual analysis. The main conclusions are as follows： （1） Natural elements exist in most of the real estate advertisements, and Chinese real estate ads prefer western natural elements. （2） There exist big differences between advertisements of western natural elements with those eastern ones. Most of the advertisements with eastern natural elements show the relationship of ＂human being harmonious with nature＂. However, the relationship of human and nature in advertisements with western natural elements are not obvious. （3） Three types of relationship between man and nature can all be reflected in advertisements. ＂Harmony with nature＂ relationship is in accordance with Chinese traditional Zen, Taoism and Confucianism, while ＂mastery over nature＂ relationship reflect the ideas of transforming and utilizing nature influenced by modern culture. ＂Obedience to nature＂ relationship is uncommon. Those findings declare subtle variations of traditional value of nature in modern society.

关 键 词：房地产广告 传统自然观 人与自然 

分 类 号：F713.8[经济管理—广告]