浅析闽南语广告对积极情绪的调动

On the Activation of Positive Emotions from the Advertisements in Minnan Dialect

积极情绪是一种由对外部客体正面评价而产生的积极感受状态,这种积极感受状态对我们自身的幸福感很重要。影视广告作为视听作品,传导情绪的功能显而易见,方言影视广告因其迎合了受众的方言情结,能够更容易激发受众的积极情绪。伴随台湾广告业的崛起,闽南语广告得到了蓬勃的发展,闽南语广告对积极情绪的调动体现在三个方面,分别是:认同感满足归属需要、熟悉感引发怀旧心理、“陌生化”带来幽默感。

Positive emotion is a positive state of mind activated by making positive comments on other objects,which is crucial for the development of the sense of happiness.Advertisements for movies and TV programs play obvious roles in arousing positive emotions.Among them,advertisements in dialects arouse people's emotions more easily because they cater for the audience's dialectical complex.With the rise of advertisement industry in Taiwan,advertisements in Minnan dialect have experienced a tremendous development.These advertisements demonstrate the activation of positive emotions in the following three aspects:sense of belonging due to identification,sense of nostalgia due to familiarity,and sense of humor due to foreignization.