国产智能手机英文广告中的文化价值观诠释_英语论文

Interpretation of Cultural Values in English Advertisements of Domestic Smartphone 

摘要

当今智能手机行业发展迅速，其广告从注重产品信息的功能性广告发展到注重文化价值观的内涵式广告。国内许多学者主要基于高低语境文化理论、受众心理和广告语规范等方面对国产手机广告中的文化价值观诠释进行研究。然而，对国产智能手机英文广告的研究较少。本文主要结合间接言语行为理论、合作原则和广告诉求，以国产智能手机英文广告语为研究对象，探讨其中的文化价值观，诠释方式及其原因，旨在为国产智能手机品牌提高其国际知名度提供一定的参考。

论文分为三章。第一章从特点和传播方式两方面，对国产手机广告发展的四个阶段进行梳理；第二章结合实例，从字面意思和修辞手法方面分析文化价值观在国产智能手机英文广告中的显性体现，同时结合间接言语行为理论、合作原则及非语言诠释方式分析其隐形体现；第三章从广告的理性和情感诉求以及消费者心理需求等方面，着重分析内涵式广告注重文化价值观的原因。最后为结论段，得出以下结论：国产智能手机英文广告偏向使用明喻、暗喻和拟人等修辞手法，并结合音乐及色彩等非语言诠释方式，很好地诠释有关亲情和梦想的文化价值观，满足了消费者的心理需求，并增加了客户粘度。

关键词：广告；智能手机； 广告诉求；文化价值观

Abstract

Nowadays, the smartphone industry has developed rapidly. And the advertisements of smartphone have transferred from the functional advertisements emphasizing the product information into the connotative advertisements emphasizing the cultural values. Many domestic scholars have studied the interpretation of the cultural values in the advertisements of domestic smartphone based on the high and low context culture theory, audiences’ psychology, the norms of advertising language and so on. However, there are few researches about the English advertisements of domestic smartphone. With the Indirect Speech Act Theory, Cooperative Principles and advertising appeals, this paper focuses on the English advertising language of domestic smartphone. The cultural values in those advertisements, the ways of demonstration and the reasons are analyzed, which aims to offer some references to the brands of domestic smartphone in promoting their international reputation.

This paper includes three chapters. Chapter one sorts out the four stages of the development of advertisements of domestic mobile phone from advertising features and its ways of communicating; with examples, the second chapter analyzes the explicit demonstration of cultural values in the English advertisements of domestic smartphone from the perspectives of literal meaning and figures of speech. Meanwhile, its implicit demonstration is analyzed through the Indirect Speech Act Theory, Cooperative Principles and ways of non-linguistic interpretation; based on the rational and emotional appeals of advertisements and consumers’ psychological needs, the third chapter explores the reasons for the emphasis of cultural values in connotative advertisements. In the concluding part, the conclusion is drawn that the English advertisements of domestic smartphone prefer simile, metaphor and personification as well as the ways of non-linguistic interpretation, such as music and color. Through interpreting ways mentioned above, the cultural values concerning kinship and dream are well demonstrated, satisfying the consumers’ psychological needs and increasing the consumers’ viscosity.

Key words: Advertisement; Smartphone; Advertising Appeal; Cultural Values