中日電視廣告語篇之跨文化分析與教學應用

Abstract

本研究以跨文化視角比較同屬東方文化下、以集體主義和高語境文化為主的中日電視廣告語篇。綜觀過去研究，探討集體與個體主義、高語境與低語境文化的文獻主要針對東、西方的差異，缺乏同屬東方或西方文化範疇下不同國家的對比研究，例如中文與日文。而廣告可視為文化的載體，在廣告媒體中，電視廣告的使用最為廣泛，然而國內電視廣告研究多從廣告學與行銷視角出發，缺乏語言學層面的分析；西方研究廣告語言的文獻多著眼於廣告中零散的詞句，未將廣告視為一完整的語篇剖析整體。再者，電視廣告語篇研究未曾出現將結構、形式與訊息結合之文獻，因此本研究欲探討中日電視廣告語篇結構類目、表現形式與訊息策略之跨文化分析。 本研究語料取自2012年九月至2013年一月的台灣無線及有線電視台與日本廣告頻道網站，質化與量化之分析結果顯示，中日電視廣告語篇偏好使用不同的結構類目、表現形式與訊息策略，中文電視廣告偏好「說理式」，以直接與產品相關的訊息或產品名稱開頭，闡述產品「使用功效」、「產品特點」等訊息策略，不重視情境脈絡，較傾向低語境文化特色，需要精準無誤的言語表達，對語境的依賴程度低，亦著重交際主體；日文電視廣告除了「說理式」以外，亦經常出現「情感式」使用與產品無關的訊息展開廣告，發展出敘事或戲劇，結合音樂、歌曲呈現「觀眾生活」訊息策略中的特定語境，符合高語境文化特徵，不重視外顯的口語訊息，重要訊息通常表現在時空、情況、與關係等情境線索，亦著重交際客體。 本文最後歸納研究結果，針對日籍學習者聽說課中的文化教學提供教學資源和教學建議，期能將中日跨文化知識實際運用於第二語言教學課堂中。

Based on a cross-cultural point of view, this study compares television advertisements in Chinese and Japanese, both of which are featured collectivism and high-context culture in the oriential cultural background. Research on collectivism and individualism, and high-context and low-context culture, mostly focused on the differences between the East and the West, and lacks of the comparision between two languages used in different countries that belong to the same cultural region, like Chinese and Japanese. Furthermore, advertisements can be seen as reflection of culture, while television advertising is the mainly used form in all types of advertising. However, research on television advertising in Taiwan has dealt with the issues in respect of marketing or the nature of advertisements. The linguistic perspective in television advertisements has been left untouched. At the same time, western research on language usage in advertising has mainly emphasized on segments of phrases or sentences, and has never viewed its advertisements as a whole and examined under a complete discourse. Against this backdrop, this study aims to analyze the structural categories, forms, and message strategies in Chinese and Japanese television advertisements, and to make a cross-cultural comparison. Corpus used in this paper was collected from cable television and terrestrial television network of Taiwan, as well as Japanese television advertisement archives on-line. According to the qualitative and quantitative analysis on it, the result demonstrates distinctive preferences for structural categories, forms, and message strategies in television advertisements both in Taiwan and Japan. Chinese advertisements fall right into the category of “reason advertising,” which begins with product-related information or the name of the product, and then introduces the “function” and “feature” of the product. This type of message strategy puts it main emphasis on the precision of the language instead of on the cultural context. Therefore, Chinese television advertisements show characteristics of a low-context culture. On the other hand, in Japanese advertisements, not only “reasoning” but also “tickling” are observed. This type of strategy often incorporates non-product related messages, such as narrative, drama, and music, with the advertisements, in which a kind of “lifestyle” is created. This feature implies that less prominence is given to language itself in Japanese advertisements, while important messages are usually delivered through contextual clues, such as time and space, situation, and relationship. This finding indicates Japanese advertisements fall into the category of a high-context culture. The commonly used structure of discourse and formula of message strategy found in Chinese advertisements will be pointed out in the end of this study. Based on these findings, teaching suggestions on culture will be given to Japanese-speaking Chinese learners, in hope of improving their comprehension ability on cross cultural knowledge.