中美幽默广告的比较研究  

A Comparative Study on Chinese and American Humorous Advertisements

作　　者：李伟娟[1] 尹丹阳 林升栋 Li Weijuan;Yin Danyang;Lin Shengdong

机构地区：[1]厦门大学新闻传播学院 [2]上海体育学院运动科学学院 [3]中国人民大学新闻学院

出　　处：《新闻与传播研究》2022年第2期111-125,128,共16页Journalism & Communication

摘　　要：作为“万国语言”的笑,在传播中能发挥显著作用。广告业借此进行幽默广告的创作,通过制造笑点来取得良好效果。但是受众的“笑”本身极具文化属性,故而在跨文化交流中可能面临文化折扣问题。为了深入探究幽默广告的跨文化传播效果,论文以中美幽默广告和中美受众深度访谈为研究材料,研究发现,中美幽默广告在广告创作技巧和承载幽默的文化上存在显著不同,文化路径的不同限制了构建笑点的场景和受众的欣赏理解,但双方受众在解读部分创作技巧时不存在跨文化的理解障碍。As the“language of all nations’’,laughter can play a significant role in communication.The advertising industry uses it to create humorous advertisements and achieve good results by making jokes.However,the audience’s‘‘laughter”itself is very cultural,so it may face the problem of cultural discount in cross-cultural communication.To delve into advertising humor’s cross-cultural communication effect,this paper uses humorous ads and audience in-depth interviews as research material.It finds that Chinese and American advertising humor differ significantly in creative skills and humorous culture.Different cultural paths limit the scenarios where jokes can be built and understood,though some creative skills are universally understood.This study aims to contribute to the cross-cultural creation and dissemination of humorous advertisements by exploring the jokes and interpretations of humorous advertisements.

关 键 词：中美 幽默广告 跨文化 对比研究 

分 类 号：F713.8[经济管理—广告]