中美电视广告读者换位诠释

A Transpositional Hermeneutic of TV Commercials by American and Chinese Readers

本研究选取中美两国实播电视广告作为访谈材料，采用读者换位诠释（美国观众诠释中国广告，中国观众诠释美国广告）的方法完成受众访谈，并对受众诠释内容加以分析，提炼出中美跨文化广告传播存在的语境和语义差异。结果显示，中国广告体现出对人情诉求的青睐和犯上禁忌：“亲亲”和“尊尊”是中国社会处理人与人关系的伦理法则，反映出关系本位和伦理中心是中国广告的文化土壤；美国广告强调逻辑的说服和对下歧视的禁忌：“独立原则”和“平等原则”是美国社会处理个体间关系的法治基础，反映出个人本位和法治中心是关国广告的文化土壤。相比西方分割维度式和二元标签的思路，本文采用场域的视角将广告放置于各自的社会、历史、文化脉络中审视，强调以整体的框架进行分析。

By taking the TV commercials as samples, this study adopts transpositional hermeneutic approach （the American viewers elaborate Chinese commercials, and verse versa）, analyzes the interview records, and then extracts contextual and semantic differences between the two cultures. The result shows that Chinese TV commercials display the preference of human relationship and the taboo of offending one＇s superior while Americans display the favor of logical persuasion and the avoidance of discriminating one＇ s inferior. When handling the interrelationship, Chinese prefer two ethic codes as ＂family members- caring principle＂ and ＂senior respecting principle＂, which reflect ＂relationship oriented＂ and ＂ethical oriented＂ principles are the cultural soil of Chinese commercial while Americans choose ＂independence principle＂ and ＂equality principle＂ as the legal foundation, which reflect ＂individual orientation＂ and ＂law-centered＂ are the cultural soil of American commercials. In comparison with the western segment dimensional and binary oppositional thinking patterns, this study, in the light of field, underlines the analysis in an integral frame by reviewing the commercials in their social, historical and cultural context respectively.