生态位视阈下中美广告话语的态度资源对比研究

Attitude Resources in Chinese and American Advertising Discourse from the Perspective of Ecological Niche

本文结合态度系统和语言生态位理论,对比分析中国小米以及美国Nest旗下智能家居广告话语中态度资源生态性的异同、成因及其影响。研究表明,双方态度资源的使用兼具不平衡性,其生态内涵呈现方式多样,且带有较为强烈的人类中心主义色彩。但是,美方品牌受情感因子影响较大,倾向于以逻辑性强、直接的方式构建人与物的情感联结;中方品牌则受社会因子影响较大,着重以谨慎、权威的话语增强"科技改造自然"的可能。这些差异根植于中美不同的思维方式、商业文化背景,并对两国的生态实践起到重要的影响。

This study,combining Attitude System and Niche Theory as the theoretical framework,compares the ecological properties in advertising discourse of the Chinese brand Xiaomi and the American brand Nest.The results reveal that the distribution of both brands attitude resources is unbalanced,and the ecological connotations of which are various in expressions,showing a strong trend of anthropocentrism.The American brand is greatly affected by affective factors,tending to publicize the ecological benefits of"human-centered"products in a logical and direct manner.However,the Chinese brand is considerably influenced by social factors,focusing on conveying the ecological concept of"science and technology can change nature"in a cautious and authoritative way.These differences are derived from the different models of thinking,commercial culture,and so forth,which significantly impacts peoples ecological practices.