肢体语言在英语视频广告中的应用_英语论文

Application of Body Language in English Video Advertisements

摘要

当今，文化区域化现象仍然存在。同时，广告文化的同质化现象也越来越普遍。广告作为一种特殊的文化交流形式，应该能够被来自不同语言文化背景的人们所理解。在这个方面，肢体语言意义非凡，因为与言语语言相比，肢体语言造成的交流障碍更少。这篇论文分析了肢体语言在英语视频广告中的应用，试图为打破广告文化的同质化和区域化现象提供一些建议。

本文首先介绍了肢体语言的定义与分类，以及肢体语言作为一种广告元素的背景信息。接着本文介绍了肢体语言在英语视频广告中的三个具体功能。肢体语言能更加直观地表达主题，也能增强广告的趣味性从而激发消费者的购买欲望。更重要的是，广告设计中的肢体语言能够表达出人文关怀。本文还进一步分析了肢体语言在英语视频广告中的具体应用，包括面部肢体语言的应用，手势的应用和姿势的应用。最后，本文建议人们从多元的角度去理解和赏析英语视频广告。

关键词：面部表达；手势；姿势；视频广告

Abstract

Nowadays, the regionalization of culture still remains. At the same time, the homogenization of advertising culture is more and more common. As a special form of cultural communication, advertisements are supposed to be universally understood by people from different languages and cultures backgrounds. In this regard, body language plays a significant role due to the fact that body language involves fewer communication barriers compared with the verbal language. This thesis analyzes the application of body language in English video advertisements in order to offer suggestions for breaking through the homogenization and regionalization of advertising culture.

The thesis firstly introduces the definition and the classification of body language, and the background of body language as an advertising element. Then the thesis introduces three specific functions of body language in English video advertisement. It can express advertisement theme more intuitively, and enhance the interest of advertisement to arouse the consumers’ desire to make purchases. More importantly, body language in advertising design can express the humanistic care. The thesis further discusses the specific application of body language in English video advertisement, including the application of the facial body language, gesture and posture. Finally, the thesis suggests that people should learn to understand and appreciate English video advertisements from multiple perspectives. 

Key words: facial expressions; gestures; postures; video advertisements