汽车广告中的中西文化差别研究

第一篇：汽车广告中的中西文化差别研究

在世界经济一体化的今天,经济全球化带来的趋势之一是文化的同一性和差异并存。只要人们同其它国家和地区从事贸易活动,文化差异问题就不可避免。事实证明,仅限于一个国家和地区间的贸易活动越来越少见。现代科技缩小了时空跨度,信息技术的无国界化使地球变得“越来越小”,而经济贸易全球化进程的飞速发展使得贸易往来比过去更加快捷、便利。因此,各国拓展海外市场的意识和欲望也就越来越强。在各种竞争手段中,对外产品广告无疑是将本国产品推向国际市场、吸引海外消费者最直接、最有效的手段。作为现代商战的利器,广告的本质是推销商品,获取最大利润。然而,现代广告绝不仅仅是一种单纯的经济行为,广告在传递商品信息引导消费的同时,总是或隐或显地展示一种价值观念,倡导一种生活方式或审美情趣,以一种不易察觉的方式对广告受众的心理产生强有力的影响。因此,广告是一种文化形式,是一种文化产物,也是现代文明的标志。广告的广泛传播,正在逐渐改变着人们的思维方式、消费观念乃至行为宗旨。广告的传播过程不仅是一个人们共享社会文化的过程,也是一个社会价值观念不断被强化、被传送给公众的过程。实际上,广告与文化是一种相互作用的双向关系:一方面,文化是广告创作的背景和源泉。另一方面,广告反映、承载不同国家、不同时代的文化特点。有时,广告通过向文化增添新元素的方式丰富着文化,甚至改变文化。由于广告受众生活在不同的社会文化环境中,因此,他们本民族社会的哲学观念、思维模式、文化心理、伦理道德、风俗习惯、社会制度乃至宗教信仰等都与其它民族有所不同。所以,消费者在接受广告宣传以及购买行为中,不可避免地表现出不同的文化特征。这也正是跨国企业开拓一个海外国家或地区市场经常会遇到的障碍之一。本文以广告与文化的基本研究理论为基础,以它们之间的互动关系理论为出发点,从社会文化角度对中西汽车广告进行了对比分析,意在发现它们所体现的中西不同文化差异并探究这些差异对汽车广告的影响和制约,主要在哲学理念、思维模式、价值取向、权力距离、等级观念、文化习俗等方面进行了分析。运用定性对比法,经过分析比对并深入挖掘形成这些文化差异的深层原因及它们对汽车广告的影响和限制,作者发现,尽管中西汽车广告之间有部分相同之处,但两种文化间的差异是显著且多方面的。据此,作者得出的结论是;中西汽车广告中显示的文化内涵分歧显著,但是它们分别于与中国传统的儒家文化和西方基督教文化的基本价值体系相匹配,这是由于广告客户和广告公司为了满足并取悦目标受众,根据当地的文化环境创作广告的结果。这也表明,作为一个重要的跨文化交流手段,在广告推广中,广告商必须顾及目标市场不同的文化因素。因为随着商品的同质化,商品的技术竞争已经转向文化竞争。只有在广告中突出商品的文化内涵和文化附加值,提高广告的文化品位,才能在激烈的市场竞争中赢得消费者的认同,把握各种目标消费者的心理需要。反之,如果广告宣传与受众的期待逆向而行,甚至伤害受众的感情,失败则不可避免。作者认为,研究中西汽车广告中的文化差异,将有助于有效地打破世界经济市场的文化障碍,增进中西方的相互了解,使中西方的商业贸易往来更加顺利通畅。另外,该研究对那些有意在海外市场进行汽车广告宣传的广告从业人员也有一定的参考意义。因为,研究结果不仅提示他们在创造广告时必须重视文化差别,还从多方面提出了以供参考的建议

第二篇：中西文化比较研究学习心得

中西文化比较研究学习心得

本学期我们上了《中西文化比较研究》这门课，跟着刘勃老师学习了中外各种文化，第一节课我就被刘老师生动幽默的讲课深深吸引了，通过一学期的学习让我受益匪浅。

老师一开始便提出了一系列的问题：人是谁？何谓文化？何谓中国？何谓西方？通过这些问题的讲解，让我明确了接下来的学习方向，让我以更为客观更为全面的看待问题。

学习这门课程的开始，我便碰到了一个陌生又熟悉的词——轴心时代。在公元前800至公元前200年之间，尤其是公元前600至前300年间是人类文明的“轴心时代”。这个“轴心时代”发生的地区大概是在北纬30度上下，就是北纬25度至35度区间。这段时期是人类文明精神的重大突破时期。在轴心时代里，各个文明都出现了伟大的精神导师——古希腊有苏格拉底、柏拉图、亚里士多德，以色列有犹太教的先知们，古印度有释迦牟尼，中国有孔子、老子、韩非子、墨子……他们提出的思想原则塑造了不同的文化传统，也一直影响着人类的生活。

中国春秋战国时期的制度，变法，各种局势的变化在高中上历史课时已有涉及，高中时的学习完全是为了应付考试，而这次的学习则充分调动了我的兴趣，课上老师各种生动的例子更是加深了我们的理解。接着讲的便是古希腊与希腊化世界，讲了希腊的城邦与希腊的民主制度。而最让我感兴趣的却是希腊的神话，希腊神话是古希腊民族关于神和英雄的故事总汇。它将现实生活与幻想交织在一起，为人们创造了一个包罗万象的瑰丽世界，生动地描绘了古希腊人的社会生活图景，并作为文学艺术的永恒题材而流传下来。

讲完制度变开始讲思想，中国的百家争鸣，希腊的哲学。虽说百家争鸣，但是在学说和流派上真正能称上“家”的，正如《汉书·艺文志》中所谓“其可观者九家而已”，即除了后来成为国家意识形态并影响到寻常百姓的儒家而外，还有道家、墨家、法家、纵横家、名家、阴阳家、杂家、农家(所谓“三教九流”之“九流”)。而值得注意的是：这八家在当时都是与儒家学说旗鼓相当影响相近的学派，并且和儒家一道成为中华文明的源头。说到古希腊哲学，则不得不推出古希腊三大哲学家：苏格拉底，柏拉图，亚里士多德。其中我最感兴趣的便是苏格拉底反诘法，他以不断提问的方式来不断的完善一个概念，达到定义的目的，由此可见西方哲学及其注重逻辑。

通过这次学习，让我懂得：不论中西文化存在什么样的差异，我们都应以开放的心态，取其精华，去其糟粕，学习和借鉴人类一切优秀文化成果，更好的为我们国家的繁荣发展服务。

第三篇：广告中双关语技巧研究

[Abstract] In modern society, advertisement’s influence is universal.pun is to add more attraction, being applied as a kind of figures of speech in advertisement and deeply loved by people.pun has many forms of expression such as pun on polysemy, homophone, hononymy, parody, illustrations and words, grammar, etc.The advertisers use brand, idiom, and phrase, etc, to form pun skillfully.From the aspect of pragmatics, pun violates the Cooperative principle by Grice.people usually violate the maxims in four ways.The article analyses pun from the fourth way that the speaker may flout a maxim;that is, he may blatantly fail to fulfill it and to achieve some purpose.The proper use of pun in advertisement results in the effects of humor, wit, beauty, economy, warning, and even makes the product more competitive and profitable, and makes the advertisement sweet to the ear, and please both the eye and mind.[Key words] advertisement;pun;pragmatic maxims;pragmatic function

【摘 要】当今社会，广告作为一种竞争手段无处不在，而双关语是一种广泛运用于广告创作并深受人们喜爱的修辞格。双关语的表现形式多种多样，可分为一词多义双关，同音异义双关，谐音双关，仿拟双关，插图和文字双关，语法双关等。广告商巧妙地运用品牌、成语、习语等构成双关语以增加宣传效果。但从语用学的角度去分析双关语，它违背了Grice提出的合作原则。合作原则的违反通常有四种情况，而本文主要从第四种进行分析双关语，即说话人公然不执行某一条准则，也就是说话人知道自己违反了一条准则，他还想让听话人知道他违反了一条准则。运用恰当的双关语产生了幽默、风趣、经济和警告的作用，使人享受语言的美，同时帮助厂家在激烈的竞争中立于不拜之地，获得更大收益。

【关键词】广告；双关语；语用原则；语用功能

1.Introduction

“The definition of advertisement by AMA(American Marketing Association): Advertising is the nonpersonal communication usually paid for and usually persuasive in nature about products, services of ideas by identified sponsors through the various media.[1] It is a device to arouse consumers’ attention to a commodity and induce them to use it.In modern age, people find themselves surrounded by various advertisements each day.An American writer writes: “ we find advertisement of all kinds everywhere, for example, glittering neon signs on top of high buildings and a long main streets, colorful pictures painted on buses pamphlets sent to very house, advertisement jammed between TV programs various advertisement glutting, newspaper and radio broadcast;etc.”[2] Facing so many advertisement, how to make the advertisement impressive is the main purpose of the advertisers.In order to enhance the appeal of an advertisement, advertisers pay much attention not only to such expressive devices as plates, color and the layout of a printed page, but also to the choice of words or phrases, to make an advertisement beautiful and attractive.In the practice of the advertising English, people pay more attention to pun to make the advertisement succinct, accurate and vivid and to provide rich imagination and plentiful associations for readers so as to stimulate their desire.The frequent and wide use of figures of speech is an important characteristic of advertising English, which is an effective way to make the advertisement attractive.Among the figures, pun is loved deeply.Oxford Advanced Dictionary defines pun as “humorous use of a word that has two meanings or of different words that sound the same”.[3] A pun(also known as paronomasia)can be understood like that it is a deliberate confusion of similar-sounding words of phrases for rhetorical effect, whether humorous or serious.It leaves a deep impression on readers by its readability, wit and humor.It can satisfy the requirement of advertisement characteristics—selling power, memory value, attention value, and readability.So pun is very popular in advertisement.The article just wants to present the pragmatic function and application of pun in advertisement.2.Types of pun in advertisement

A pun is a rhetorical device in which people use the polysemous, or homonymous relation of a language to cause a word, a sentence of a discourse to involve two things of meanings.It has several types.2.1 pun on polysemy

“While different words may have the same of similar meaning, the same one word may have more than one meaning.This is what we call polysemy, and such a word is called polysemic word.Historically speaking, polysemy can be understood as the growth and development of or change in the meaning of words.”[4] pun on polysemy is used widely, especially with the name of the product such as the following examples:

[1] “From sharp minds.Come sharp products.”[5]

The example is an advertisement for the Sharp copier.The word “sharp” praises the consumers’ brightness, but also refers to the Sharp product.The advertisement praises the consumers who are sharp to buy the product which is sharp.The vanity of the audiences is aroused and they want to use it to show their wise, and also they believe the product is really sharp.[2] “Money doesn’t grow on the trees.But it blossoms at our branches.Lioyd Bank.”[6]

It is the slogan of Lioyd Bank.“branch” means “part of a tree growing out from the trunk”, but here it implies the division of bank”.The slogan encourages people to store their money in Lioyd Bank, and their money will be like the blooming flowers, yielding better fruits.After understanding its meaning, readers will figure it out in mind that their money will become more and more daily and daily, just like the leaves in spring.2.2 pun on Homonymy

“Homonymy refers to the phenomenon that words with different meanings have the same form, i.e, different words are identical in sound or spelling, or in both.When two words are identical in sound, they are homophones.When the words are identical in spelling, they are homographs.When two words are identical in both spelling and sound, they are complete homonyms.”[7] The follow instances will explain that:

[3] “ ‘VIps’ an atomical comfort.Variable Impact pressure Sole”[8]

The advertisement of sportshoes uses the homophonic word “VIps”.As we know, VIp usually stands for “ very important persons”, while, here, it stands for “Variable Impact pressure Sole”.It implies if you use VIps, you will be a VIp.The word “VIps’ motivates the audiences’ vanity and induces them to buy the product.[4] “Trust us.Over 5000 ears of experience.”[9]

It is an advertisement for audiphone.The literal meaning is that the product has experienced a lot of texts.While “ears” and “years” are a pair of homophone.So it implies that the product has a long history and has high quality.[5] “Goodbuy

Winter!

100% cotton knitwear $40”[10]

It is an advertisement for the sale of winter clothes.The advertisement seems to people that it s a good and cheap to buy cotton knitwear.But when the audiences read “goodbuy winter” together, they will understand the good use of pun.“Goodbuy winter” sounds the same as “goodbye winter”.The advertisement use homophone to show two meanings: it is a good business to buy the cotton knitwear now, and winter has passed away.Naturally, people will associate the situation happening every year that when they say goodbye to winter, the clothes will have a great discount and it is good time to buy them.[6] “More sun and air for your sun and heir.”[11]

The advertisement is for a bathing beach.The advertiser uses homophone skilfully, sun vs.son, and air vs.heir.The advertiser encourages people to bring their son and heir to the bathing beach to get sun and air to keep fit.Each couple hopes their son and heir will be healthy all their life.pun makes the advertising language sound sweet, fluent and persuasive.2.3 pun on parody

“parody is a piece of speech, writing of music that imitates the style of an author, composer, etc in an amusing and often exaggerate way.”[12] pun on parody uses the outfit of saying, apothegm, proverb or idiom to form new meanings.English has a lot of well-known phrases, idioms and sayings.They are important part of everyday language spoken by the English speakers, and have become one of the aspects of the English culture.The advertisement designers are sharp-minded and imaginative.They change a part of the expressions and put their ideas into them to achieve sensational effect.And most of them achieve a remarkable success.The transformations are not only eye catching, but also easy to be accepted by the common, who will do according to the tradition.As the sayings of idioms have been one part of the tradition, the people will be easily persuaded by the advertisement works of this kind.So pun on parody is popular in advertisement.[7] “A Mars a day helps you work, rest and play.”[13]

It is the slogan of Mars chocolate company.Looking at this advertisement, people will associate it with two idioms: “An apple a day keeps the doctor away” and “ All work and no play makes Jack a dull boy”.From the meanings of the two idioms, the watchword tells people that a Mars’ chocolate a day will make you not be a dull boy(make you wise)and keep the doctor away(keep fit).[8] “Try our sweet corn, you’ll smile from ear to ear.”[14]

It is taken from the advertisement for a kind of sweet corn.The word “ear” has double meanings: the organ of hearing and the seed –bearing part of a cereal.Te idiom “ from ear to ear” also is a pun.One meaning is that people are satisfied with the product.The other one is that the consumers eat one ear by another.So the advertisement implies that the sweet corn is very delicious, and you will enjoy it and eating one by one.How can people refuse such delicious food?

[9] “All is well that ends well.”[15]

This is an idiom, but here, it is taken from an advertisement of a cigarette.“End”, as a verb, means “finish”, while, as a noun, means “cigarette butt”.The sentence means that if the cigarette ends are good that the cigarette is good.2.4 pun on Grammar

Many advertisers use pun produced for grammar problem to attract the audiences, such as ellipsis or word with different grammar functions.If this type of pun can be used properly, it will achieve unexpected effect.[10] “Which lager can claim to be truly German?

This can.” [16]

It is an advertisement for Lager beer.“Can” is a modal verb.But in the advertisement, a can of beer beside it reminds people “can” has another meaning—tin.Also “Lager” refers to the name of beer.With the illustration, the whole advertisement brings a humorous effect and impresses the audiences deeply.The Coca-cola company also uses “can” to do their advertisement.[11] “Coke refreshes you like no other can.” [17]

Just like last example, “ can ” has double meanings, so the sentence can be understand like that Coke refreshes you like no other(can;tin, drink)can(refresh you).It implies their product is the best one.Of course, people like to buy the best one.2.5 pun on Illustration and Words

A lot of advertisement associates with illustrations and words to achieve better effect, especially on TV, because people are more easily attracted by pictures than words.The illustrations and words can help people to understand the advertisement fully.pun in the advertisement must be connected with illustrations and words, so people can understand the implied meanings.For instances:

[12] “50% OFF.”[18]

It is a shopwindow advertisement of E-spirit exclusive shop in Shanghai from 2001 and spring festival.The illustration is a picture with six lights, three on and three off.From the illustration, people know it does not only mean a half of the lights are off, but also means the whole sale discounts 50%.The illustration and words are vivid, and attract the passers-by’ attention more easily.[13] “Stop at two.”[19]

It is the title of an public service advertising(pSA)which the population and community Development Association(pCDA)of Thailand uses to advocate the couple to have children no more than two.The illustration is the photo of Wistern Churchill who formed a “V” letter with his forefinger and middle finger.The gesture “V” means victory.So people also can understand that it is a victory to have only one child.This picture is famous, so people will remember it easily.To achieve the success of their country, people may more like to control the population.3.pragmatic analysis of advertisement pun

From analyses above, people can understand that a pun usually uses one word in a sentence relating to double meanings, surface meaning and implicit meanings, which is the main idea the speaker wants to convey.The advertisers like to use the double meanings to produce ambiguity.While, analyzing from pragmatic maxims, it breaches Cooperative principle.Just look at another example:

[14]You’ll go nuts for the nuts you get in Nux.[20]

In the advertisement, “go nuts” means “go to buy nuts”, here in the advertisement, it also means “go crazy” in the daily English expression.And “Nux” is the name of the product.So it means the nuts will make you crazy if you buy them in Nux.The use of pun violates the Cooperative principle, but what is Cooperative principle?

3.1 Cooperative principle

“The theory of conversational implicature was originally suggested by Herbert paul Grice, an Oxford philosopher, who later went to America.”[21] His approximation is “We might formulate a tough general principle which participants will be expected to observe namely: Make your conversational contribution such as is required, at the stage at which it occurs, by the accepted purpose of direction of the talk exchange in which you are engaged.One might label this the COOpERATIVE pRINCIpLE.”[22]

“In order to explain further the cooperative principle, abbreviated as Cp, Grice borrows from the German philosopher Immanuel Kant four categories: quantity, quality, relation and manner.That is, the Cp is specified from four aspects.And the content of each category is known as maxim.3.1.2 Quantity

a.Make your contribution as informative as is required(for the current purpose of the exchange)

b.Do not make your contribution more informative than is required”[23]

That is to say the quantity of the information you give must suit for the requirement, no less, no more.For instance, if you go to buy one pen, but the assistant gives you two pens, he breaches the Quantity.Because he should give one pen to you that you want.3.1.2 “Quality

a.Do not say what you believe to be false

b.Do not say that for which you lack adequate evidence”[24]

It means that the speaker can’t tell lies but only can say that which has been proved to be right fact.However, if the speaker thinks what he says is right, but in fact it is false, he still obeys the principle.Give you an example, if someone asks you to go shopping with him, but you don’t like to, so you tell him that you have a meeting tonight.At this time, you violate Quality, for you have told lies to your friend.3.1.3“Relation: be relevant”[25]

That means what you say must be relevant.For example, when you are hungry, you don’t expect you partner giving you a book, but a cake, because cake is relevant to your feeling at this situation.3.1.4 “Manner

a.Avoid obscurity of expression

b.Avoid ambiguity

c.Be brief(avoid unnecessary prolixity)

c.Be orderly”[26]

The maxim requires the words speaker used must be concise and without ambiguity.For instance:

[15] A: Will you go to Xiamen tomorrow?

B: Maybe.In the case, B violates Manner, because his answer is ambiguous.A still can’t get the answer he wants.After the explanation of Cp, a better understanding will be made by readers on above examples, which have violated the Cp.But why do the advertisers like to use pun to violate the Maxims deliberately? The answer can also be given by Grice.3.2 Violation of the maxims

Grice thought only both speaker and listener obey the principle, could their intercourse be concordant and harmonic.While he also noticed that people didn’t always obey the principle in social activity, on the contrary, they breached it intentionally.So Grice gives four ways to explain the failure to fulfill a maxim.“Firstly, he may quietly and unostentatiously VIOLATE a maxim;if so, in some cases he will be liable to mislead.” It means you are intentional to violate the maxim.[27] For example: If someone invites you to join in a party, but you don’t like to.Avoiding offence to him, you may say, “ sorry, I have promised Jim to go shopping”.At this time, you know you tell lies, but you have to.“Secondly, he may OpT OUT from the operation both of the maxim and the Cp;he may say, indicate, or allow it to become plain that he is unwilling to cooperate in the way the maxim requires.He may say, for example, I cannot say more;my lips are sealed.Thirdly, he may be faced by a CLASH: he may be unable, for example, to fulfill the first maxim of Quality(Be as informative as is required)without violating the second maxim of Quality(have adequate evidence for what you say).”[28] For example:

[16] A: Where does X live?

B: Somewhere in the suburbs of the city.The answer of B breaches the Quantity, because he provides less information that A wants to know.But if B really doesn’t know where X lives, he obeys the Quality that do not say what you lack adequate evidence;if B knows the address of B, yet he does not want to tell A, then he implicates that he doesn’t want to tell A.“Fourthly, he may FLOUT a maxim;that is, he may BLATANTLY fail to fulfill it.On the assumption that the speaker is able to fulfill the maxim and to do so without violating another maxim(because of a clash), is not opting out, and is not, in view of the blatancy of his performance, trying to mislead, the hearer faced with a minor problem;How can his saying what he did say be reconciled with the supposition that he is observing the overall Cp? This situation is one that characteristically gives rise to a conversational implicature;and when a conversational implicature is generated in this way, I say that a maxim is being EXpLOITED.”[29] Give an example:

[17] A: Where is Mary?

B: There is a blue car outside Bill’s house.In the conversation, B breaches Quantity, but if A assumes that B is willing to cooperate with him, he will try to relate his question to B’s answer.Basing on their common sense that Mary has a blue car, and then he will understand that B is telling him that Mary is at Bill’s house.In advertisement, the advertiser violates the cooperative principle in the fourth way to attain a certain purpose, thus making the utterance produce ambiguity.Although the advertisement disobeys the principle, but it can arouse the audiences curiosity and induce them to buy the product and at last achieve a better effect.Look at some advertisements:

[18] “You can buy Happiness.”[30]

It is the slogan of a shampoo advertisement.The advertisement breaches the Manner Maxim—avoid ambiguity, for happiness has double meanings here: “delight” and “the name of the product”.It wants to express the meaning that if you buy Happiness, you will attain happiness.Although it breaches the Cooperative principle, it impresses the audiences deeply and arouses their interest to have a try.[19] “In our country we keep animals in the forest and people in the cages.” [31]

It is the advertisement for Volvo Car Company.From the ad, people may give an assumption that they keep animals in the forest while shut themselves in the cages.But to the common sense, the phenomenon is impossible.So the advertisement breaches the Quality that you only can say what you think is right.But through the context of the advertisement, the audiences can understand the cages refer to Volvo car, and finally know the meaning of the advertisement that the Volvo Company aims at producing more and better cars for people.[20] “The Unique Spirit of Canada: we bottled it.Right to the finish, its Canadian spirit stands out from the ordinary.What keeps the flavor coming.Super lightness.Supper taste.If that’s where you’d like to head, set your course for Lord Calvert Canadian.” [32]

The example is taken from the advertisement of Lord Calvert Canadian.At the first sight of the advertisement, people would be drawn, for they wonder what’s the unique spirit of Canada.After thinking, they would find “To bottle the spirit” has two meanings here: one is to bottle the liquor;the other is to put the Canadian spirit into this liquor.The advertisement breaches Manner Maxim but arouses people’s curiosity.pun in the advertisement has a great function.4.The pragmatic function of pun in advertisement

pun has a lot of advantages such as conciseness, wit and humor, novelty and vividness.It produces a particularly rhetorical and pragmatic effect when people use the language creatively in a specified context.The proper use can make the advertisement impressive and attractive.4.1 Wit and humor

pun, the game of word, produces wit and humor effect to attract the audiences’ attention and inspires their association.In the age of rapid rhythm, advertisement with pun like a spice makes people enjoy themselves in the advertising atmosphere, and reduces their pressure in a relaxed environment.[21] “When the wind has a bite… and you feel like a bite… then bite on a whole Nut.”[33]

The word “bite” has several meanings: grip, food, and eat.The whole sentence means that when the strong wind hurts you and you are very hungry, just eat some Nut.After day working, people would feel tired and hungry, while the advertisement is just the situation of them.Therefore, they would be attracted to buy the product, so they will not suffer hunger after work.Also, the sentence sounds like tongue twist.[22] “Excellent Taste!”[34]

It is a word in an advertisement for a whiskey product—Jamson.In the advertisement, when the hero drank the Jamson whiskey that the heroine introduced to him, he said, “Excellent Taste”.Generally speaking, “taste” means “favor”, but here, another meaning is “the ability to appreciate what is beautiful”.So the advertisement means: this kind f whiskey as good flavor;the heroine has high appreciation.The advertiser uses pun to praise both the product and the consumers who choose their product.It caters for people’ vanity and induces them to buy the product.4.2 Creativeness and originality

This is typical of advertising language.An advertisement has a high demand of diction every word playing an important role.If human emotions have to be inspired, the words, strong in expressing emotions, will be chosen.In advertisement, originality is king.A new way of sending message can set a brand apart from copycats and also-rans.So it is important to use something novel such as coinage in the advertisement to draw people’ attention.Normally, a new created word accepted by readers can enhance the freshness and attraction of the advertisement.Good advertisers use coinage to refresh the advertisement and to achieve its propagandist purpose.[23] “Cab Fourward.”[35]

It is an advertisement title of Ram Car produced by Doqi company.The word “fourward” sounds like “forward”.Connecting it with the picture in the advertisement, people would know why it uses ‘fourward”.Because the four doors of this kind of car could be opened from four directions.The advertiser creates the word “fourward” from “forward” to show the speciality of the car.[24] “Catch the Raincheetah and cheat the rain.”[36]

It is an advertisement in Toronto Daily Star.The punny word “Raincheetah”, the name of the raincoat, sounds like “raincheater” while the word “raincheater” derives from “windcheater”.The word “cheat” in the sentence makes it wonderful and let people feel that this kind of raincoat can protect the consumers well.pun gives people impression of novelty and interest.4.3 Satisfying people’s requirement of beauty

A good advertisement is a text from which people can appreciate the art of language, especially advertisement using pun.pun in advertisement is orderly and antithetic that makes people feel the aesthetic modality of language.The characters of pun, such as vividness, wit and humor, pleasure people’s spirit and let them enjoy the beauty of language.For instance:

[25] “Give your hair a touch of spring.”[37]

It is an advertisement for shampoo.The word “spring” here is very vivid and like a picture in people’ mind: after using the shampoo, the long hair becomes elastic and shining.When you stand there, your hair will go with wind.Everyone likes beauty, so the advertisement caters for people’ desire and induces them to buy the product to make them more beautiful.4.4 Satisfying the requirement of society--Economy

With the rapid development of the society, people become busier and busier, so they require short and easy remembered advertisement to supply the message they want.But how to impress the audiences is a question.The answer is using pun.But why is pun especially favored by the advertiser? The main reasons as following:

“Firstly, advertisement is paid message, with limited space and time, so it doesn’t allow verbiage to waste the investment.pun with double meaning has the characteristic of small carrier but plenty of connotations.So it is very economic, effective and money-saving to the advertiser.Secondly, in modern society, people pay more and more attention to effect, and get tired of the tedious advertisement.The pun in advertisement is usually formed by short sentences.Some use the name of the product as the theme of the advertisement.Some use excellent phrases to show the specialties of the product.To the audiences, it saves their time to get the information they want.Thirdly, usually, the audiences read or watch advertisement unintentionally and only can remember something unconsciously.So, to achieve expected propagandist effect, the advertisement must reduce the memory message.pun is suitable for the requirement.The content is short, the form rhythmic, and the style novel, which are easily remembered and impressed people deeply.”[38]

In a word, pun uses fewer words to express full message which is the content of Economy principle, and it usually reaches the purpose of advertisement that is arouse consumers’ attention to a commodity and induce them to use it.For instance:

[26] “Two beer or not two beer, that’s a question.----Shakesbeer”[39]

Looking at the beer advertisement, people would associate it with the proverb “To be or knot to be, that’s a question” in Hamlet.Shakesbeer is the name of the beer, but it sounds like “Shakespeare” who is known nearly all over the world, so it is easy for people to remember the Shakesbeer.And the word said by Hamlet is also very famous, especially in western country.The sentence is short and the pattern is famous, so people will remember the product naturally.[27] “Go well, Go Shell.”[40]

It is an advertisement for Shell Oil Company.“Well” sounds like “where”, so it implies that go to Shell company to buy oil.Only four words are used in the advertisement, but express the meaning fully and impress people deeply.Imagine that one day, when you drive your car, suddenly, the oil is run out.So you are wondering where to go, then, of course, you will remember the words “Go well, go Shell”.So you will go to Shell at once.The slogans impress the audiences deeply and persuade them to buy the product invisibly.[28] “Make Time For Time.”[41]

It is an advertisement for Time magazine.The advertisement uses the pun on homonymy of the word “time” to refer two meanings: common sense of time, and the name of he magazine.The advertisement means that read Time magazine to seize time.In the society full of competition, time is important and magazines also play an important role which people have to read to broaden their view.While Time magazine will not only broaden view, but also save your time.It satisfies people’s requirement.4.5 Implying Warning

Some advertisements imply warming.pun can make the warming vivid and effective so that people can pay attention to it.For instances:

[29] “Better late than the late.”[42]

It is a public service advertising of traffic.It derives from the proverb “Better late than never”.In the sentence, “the late” means” the dead”, and it reminds the drivers to drive slowly and carefully.The advertisement with pun here has more powerful to persuade the drivers to care their security.Another example:

[30] “The driver is safer when the road is dry;

The road is safer when the driver is dry.”[43]

It is also an advertisement for safe driving.The excellent word is “dry” which has double meanings: without water and without drinking.It expresses if the road is dry and the driver doesn’t drink, all drivers will be safer.The antitheses and thyme of the sentence has more powerful to warm people.4.6.Making the product more profitable and competitive

The speciality of pun is useful in advertisement, and favored by people.If a advertiser can make full use of it to satisfy people’s requirement, the product may precede others and gain the market.[31] “A deal with us means a good deal to you.”[44]

Here, the double meanings of “deal” are: the amount and business.The meanings of the advertisement are that: do trade with us is a good business to you;doing business with us, you will get a lot.Advertisers use pun skilful to inspire the audiences’ curiosity and attract their interest to do the deal.[32] “powe to influence others.”[45]

It is an advertisement for a Hector powe Clothing Company.They advocate that if you wear their clothes, you will have power to influence other people.Because “powe” is like “power”.It satisfies people’s desire of power, so they like to have a try.Thus, it will bring great profit to the powe company.Maybe people with the clothes can’t have more power, but the company has the power to influence the market.5.Conclusion

Advertisement is a way for the company to propaganda their product.To gain the market among the severe competition, it is important to carry out a wonderful advertisement to promote their product, and figures of speech is an effective way to achieve the purpose.Among the figures, pun is a wide and frequent approach, because it is an effective way to make the advertisement attractive, accurate, striking, vivid and forceful.Although pun violates the pragmatic maxims, it can correspond to the requirement that said by Geoffrey N.Leech, a famous British linguist, that advertising words must be vivid, conspicuous and impressive, with high readability and the force to promote sales, so it is used widely in advertisement.pun in advertisement has many forms of expression such as pun on polysemy, homophone, hononymy, parody, illustrations and words, grammar, etc.and can result in the effects of humor, wit, beauty, economy, warning, and even makes the product more competitive and profitable.So only understand its pragmatic analysis, types and function of pun, can it be used rightly and make the advertisement sweet to the ear, and pleasing both the eye and mind.Bibliography

[1] Oxford Advanced Learner’s English—Chinese Dictionary [Z], Oxford University press,1997/7, p1202

[2] 王燕希，广告英语一本通[M]，广东，对外经济贸易大学出版社，2004/6，p7

[3] 张昭苑，段海生，English Advertisement and Its Translation[J], 重庆邮电学院学报（社会科学版），2004/11，p605

[4] 戴炜栋，何兆熊，新编简明英语语言学教程[M]，上海外语教育出版社，2002/7，p74-75

[5] 付红桥，简析广告中的双关语[J]，重庆工学院学报，2004/6，18（3），p42

[6] 赵永冠，英语广告中的双关语[J]，广西，钦州师范高等专科学校学报，2003/12，18（4），p50

[7] 同[4] p75

[8] 杨惠馨，英汉广告中的双关语及其英汉互译[J]，新疆师范大学学报（哲学社会科学版），2003/9，24（3），p180

[9] 同[7] p49

[10] 同[6] p52

[11] 同[7] p49

[12] 同[4] p1067

[13] 同[7] p49

[14] 同[6] p51

[15] 同[7] p50

[16] 同[7] p49

[17] 同[6] p50

[18] 同[8] p75

[19] 同[8] p75

[20] 同[7] p49

[21] 姜望琪，语用学理论及应用[M]，北京大学出版社，2000，p34

[22] 同[21] p34

[23] 同[21] p39

[24] 同[21] p39

[25] 同[21] p40

[26] 同[21] p40

[27] 同[21] p44

[28] 同[21] p44

[29] 同[21] p44

[30] 金井，英语广告中的双关语[Z]，北京，英语通，2005/10，p50

[31] 经贸英语教研室，语用原则和广告双关语[J]，长沙民政学院外语系，2005/7/28，p36

[32] Du Juan, On the Diction Characteristics of English Newspaper Advertisement [J], Journal

of Lan Zhou University(social sciences), 2000,vol.28, p236

[33] 同[7] p50

[34] 同[30] p50

[35] 同[6] p35

[36] 王燕，英语广告双关语的语用技巧及其语用分析[J]，湖南科技学院学报，2005/10，p296

[37] 同[5] p42

[38] 同[30] p50

[39] 周红，英语广告双关语的运用技巧及其语用功能[J]，北京，国际关系学院学报，2005，p123

[40] 同[5] p42

[41] 王笑施，广告英语语言技巧浅析[J]，北京邮电大学学报（社会科学版），2001/4，3（2），p62

[42] 同[41] p123

[43] 同[7] p50

[44] 同[39] p295

[45] 同[6] p51

第四篇：中西文化对话中的神话整理

中西文化对话中的神话整理

摘 要：在中国古代文化中，神话从未被单独命名，它一直作为不能登大雅之堂的民间文学中的一部分而存在。五四新文化运动的倡导者在邀约西方来改造民族自我的同时，也试图在本民族文化中寻找中西方平等对话的文化平台。在“整理国故”和整理中国文学的呼声中，神话“浮出历史地表”，一跃成为 20 世纪初中国知识分子心目中中国历史、哲学、宗教、文学艺术发展的源头，取得了复兴民族文化和与西方文化平等对话的双重权力地位，也 使新文化运动倡导者们获得了民族自尊心与自信心，满足了中国现代学者“希腊有,世界有,中国也

有”的文化心理。

关键词：中西文化对话；神话；整理与研究；民族精神

晚清中国遭遇到“三千年未有之大变局”，华夏民族一度曾有的骄傲受到巨大的伤害，泱泱大国的优越感

①一扫而光，面对先进的西方，中国人情不自禁地产生了复杂的“羡慕、嫉妒、恨”的“怨羡情结”。在“怨羡情结” 深

处，是现代知识分子复兴民族文化的道义责任和精神焦虑。一方面，一些有识之士将目光转向国外“求新生于异邦”。另一方面，启蒙者们抛弃高高在上的“庙堂”文学，试图在民间寻找文化的自我更新因素，寻找华夏民族的文化之根，寻找与西方平等对话的文化平台，神话作为人类文明发展的源头，取得了与西方平等对话的权力地位，在“国故”整理中，神话由此“浮出历史地表”，成为中国历史、哲学、宗教、文学艺术发展源头的“圣书”。

一、“浮出历史地表”的民间文学

近代以来，文化运动的先驱者们在不断向西方学习的同时，也在试图寻找获取中西平衡的自我文化因素，比较中西学术之长短，他们发现民间文学具有中国文化和文学的民族性特点。严复受到“物竞天择”的进化论观点的启发，提出了搜集、研究民间文学的主张，虽说民间隐藏着许多不能登大雅之堂的低俗文化，但是，民间也潜藏着中国文化的精华。黄遵宪提出“考国俗”的主张，认为民俗是民族文化长期发展过程中形成的相对稳定的区别于其他文化的重要指标，是民族文化自我确认的标识，应该注重民俗在社会底层思想启蒙中的作用。晚清学者们对民族文化整体的重视，使民间文学具有了不同寻常的社会地位，它的人民性和大众性特点，使民间文学被看成是民族文化的源头。夏曾佑认为民族幼年的文化风俗在远古神话传说阶段就已经形成了，在文化流传

与迁徙中相对稳定被保留下来的文化风俗，决定了民族性格和民族文化的特点，这是应该被重视的文化。蒋观云也从相近的神话传说中得出中国各阶层都是一个人种，拥有共同的风俗和基本相近的道德、宗教观念。在这样的认识观念中，清末民初的知识分子大大提高了民间文学、特别是神话的历史地位，认为它具有文化人类学、社会学、历史学、政治学和文学艺术的多重文化内涵,应该利用它广泛深厚的民间基础，在对原有文化 加以改造的基础上，使之变成具有近代启蒙性质的民族新文化。

渴望民族复兴的近代知识分子对民间文学的重视，也引导了五四新文化运动的倡导者侧目于民间和民间文学。新文学的倡导者们以《歌谣周刊》为中心，开始对民间歌谣、神话、传说等进行初步的整理、研究，并且在对这些歌谣的搜集整理中，达成了初步的共识，即某一类型的歌谣有一个共同的母题，有些母题就源自民间神话传说，而顾颉刚对孟姜女哭长城的民间传说的整理，为之后出现的系列对民间神话传说的整理起到了引领作用。1927 年《民间文艺》在中山大学创刊，董作宾在《为〈民间文艺〉敬告读者》的创刊词中指出“我们所谓的文艺，不限于韵文的歌谣、谜语、谚语、曲本、唱书等等，凡神话、童话、传说、故事、寓言、笑话等等皆是。”[1]他还郑重指出，在欧美和日本，有关神话、传说、谣谚、谜语等都有鸿篇巨制的研究文章，我们中国重视祖宗文化，但是却忽略了我们文化的出发点，应该补足这一课，这也是未来中国文学创作和研究应该努力的方向。谢六逸还将日本的神话和民间传说翻译过来，以期指导中国民间神话传说的整理。自清末以来出现的民间文学热潮绝非单纯的以“民俗”和“民间文学”作为研究对象，而是在对民间文学祛魅过程中的一种新的赋魅，它一定程度上承载着新文化运动启蒙者共同的文化认同心理，成为近现代知识分子在传统儒学和西化文化之 外的第三种文化选择。

新文化运动的倡导者们除了在民间搜集活生生的民歌小调、神话传说外，还调转潮头，来“整理国故”，他们对“国故”的整理摆脱了过去文人为入世而学的功利目的和单纯的个人爱好，不再借传统的亡灵以复古为目的，而是贯穿着启蒙先驱者对中华文明和中国文化崛起的希望，是以区别于“求新生于异帮”的新的价值导向，以建立起新的民族文化价值体系为根本目标。

1921 年胡适在东南大学演讲时，提出研究“国故”的终极目的是要使中国的年轻人建立起必要的历史观 念，只有系统地了解中国政治经济文化等各方面的历史，才不至于出现一知半解的自高自大或自卑自贱的文化情绪。“国故”的整理、研究以“求真”为目的，追求“宁可疑而错，不可信而错”的实事求是的科学精神。这样一来，“国故”的整理对象既有以往文人注重的经史子集部分，也有被传统忽略、小觑的“底层文学”，既囊括着“国渣”，也包含着“国粹”。如此一来，整理后的“国故”不再是少数以文化人自居者的文化专利，而是转变为人人能懂的、服务于社会和大众的更有价值的文化实体，以利于民族未来的文化教育和发展。这也是胡适在后来总结“整理国故”时说的：“化黑暗为光明，化神奇为臭腐，化玄妙为平常，化神圣为凡庸。这才是„重新固定一切价值‟。它的功用可以解放人心，可以保护人们不受鬼怪迷惑。”1922 年，郑振铎也提出了整理中国文学的建议。他认为在几千年的中国文学史中，既有经史子集的国家体

系的文学，也有名不见经传的俗文学，但是，真正有价值的文学一直处于被遮蔽的地位，言外之意，对俗文学的整理是不能摒弃的。他说流传于民间的神话传说、宝卷、民间弹词曲谱中，可以找到中国文学的另一条发展道路。这样，中国文学的整理，无论是在整理范围，还是研究方法上都要打破因袭的旧观念，范围的扩大和研究方法的多样化都要以进化的文学观为指导，理出几千年来的文学类别和发展脉络，并且要充分利用整理出来的新资源，它可以成为我们文化更新的有效因素。郑振铎还以《小说月报》为根据地，开展了“整理国故与新文学运动”的专题讨论，目的就是将曾被忽视的民间文学的新质和西洋文学相结合，创造出我们 的新文学来。

以民间文学为武器向传统文化进攻，同时在“国故”的整理中又找出尘封于资料中的民间文学的活力，还历史以本来的面目，这样，民间文学和“整理国故”互为表里，互相促进，无论是“武器”说，还是寻找“中国文学的另一条发展脉络”，目的都是一样的：文化不是少数人的专利，民间和民间文学也不是低人一头的“下贱货”，被蔑视和被埋藏的文学有可能是真正的、不载任何人之道的文学，这才是有民族意义的文学。“正是在借鉴传统、推

动新文学发展的思潮影响下，民间文学和古代神话传说的研究得到重视。

[2]

二、中西文化对话中的神话

神话尽管是人类低水平认识力的表现，但是作为人类认识世界的认知方式，中西方神话有许多共同之处，它记录了人类认识力发展的清晰足迹，是古代人类精神活动的智慧产物。正是在世界各民族文化起源于神话的认识基础上，中西方文化才有了对话的可能。

文化起源于民族神话的观念认识，在一定程度上解除了当时启蒙知识分子“求新生于异帮”的文化焦虑，获得了文化心理上的补偿。其中，胡适的提法是比较具有代表性的：“我们中国如何能在这个骤看起来同我们的固有文化大不相同的新世界里感到泰然自若？一个具有光荣历史以及创造了灿烂文化的民族，在一个新的文化中绝不会感到自在的。”[4]进一步说，中西方文化存在较大差距，那么，我们在哪里以什么样的方式能够找到中西方文化交流的切入口，使我们能够有效地在内外调和的基础上建立起自己的新文化。周作人在对中西神话进行比较后，指出中西方人虽属于不同的人种，但是古人的生存状况却相差无几，同为人有大致相同的思想感情，“今

取二者之神话比勘之，多相符合。”而且中西方早期文化都将神话奉为“典章”，由此可知，中西方早期人类信仰也大致相同。这也就是说，中西方文化产生的基础是相同的，这是中西方文化平等交流的最佳切入点。譬如说人的由来，中西方神话都说人是由神创造的，那么神是依据什么来造人的呢？中国神话说女娲抟黄土造人，《圣经》写道：“神就照着自己的形象造人，乃是照着他的形象造男造女。”中国神话中女娲为始祖母，希腊神话说地母盖亚创造了众神，而神的外在形象都有“人首”的共同特点，因此他们造出的人也都是人的面孔，正如谭桂林分析指出：“神最初诞生于原始人类消解自身恐惧的一种强烈的心理需要中……所谓创世神话本来就是人所创造的，人想象神在照着自己的形象造人，实际上它是暗示着人在按照自己的形象创造神。所以，在起源的[5]意义上，人性与神性是同一的。在一种旷世的孤独中，在一种向死的焦虑中，唯有倾诉唯有聆听才能缓解人们的心灵紧张。人按照自己的形象创造神，本质上是在创造一个能够对话的伙伴，而人性与神性的同一，也就奠[6]定了这一对话的可能性基础。”应该说这也是中西神话对话的基础。于是文化先驱者们一方面介绍希腊、罗马神话，一方面挖掘整理中国神话，试图在民族起源处找到东西方文化的交集。

神话不是毫无根据的幻想，它是人类认识宇宙自然的真实讲述，它表现了原始人真实的情感和精神世界。神话既是野蛮的遗留物，也是文明的开端，它为后人提供了探索民族历史、民族精神的无限丰富的秘密材料，对民族未来文明的形成、发展具有路标性的指示作用。启蒙者们看到西方强大的民族文化意识源于西方文化源头的清晰可辨，体系化的神话和完整的神话谱系使西方民族国家产生了强烈的民族自豪感，他们也进一步认识到，民族根性和人性的丰简优劣都能在神话中找到源头。1902 年梁启超在《历史与人种之关系》中首先提出历史就是叙说各人种、种族在竞争过程中的兴衰变化，没有人种，也就没有历史，之所以这样说，是因为“历史生于人群，而人之所以能群，必其于内焉有所结，于外焉有所排，是即种界之所由起也。”[7]他还进一步分析白种人之所以称霸世界，是因为他们具备了精进向上、武力扩张与理性自持的内在精神，此文注意到了社会历史发展与人种间的关系。蒋观云的《神话历史养成之人物》、夏曾佑的《上古神话》和鲁迅的《破恶声论》是最早论述神话与历史、神话与文明、神话与民族精神的文章，他们都注意到了神话的内容及表达方式与种族、族群精神追求密切相关。神话是民族精神赖以形成的基础，古人对人类早期历史自然现象的描述，隐含了不同种族、族群人文精神的核心价值观，这也就涉及到了神话与国民性的关系。蒋观云在文章中说神话信仰对人的精神心理发展有至关重要的影响，“欲为伟大之人物者，不能不有模范，而后其精力有所向而不至于衰退”。[8]鲁迅指出人的内在心理活动不是凭空出现的，普通大众在外在思想鼓动下，能够奋发有为，其中“历史与神话，其重要之首端矣。”[9] 他

还说宗教神话虽说是早期人类根据想象创造的虚幻产物，但是却有鼓舞人心向上的积极作用。

蒋观云还特别指出不同国别的神话对各自文化、心理及文学影响也各不相同，“印度之神话深玄，古印度多深玄之思。希腊之神话优美，故希腊尚优美之风。”[8]而后，夏曾佑对中国历史作了大略的划分，将中国上古历史的第一阶段称为传疑期，即是神话传说时期,因为这个时期内没有可靠的史料记载，虽然先秦诸子都或多或少有些许记载，但往往是寓言、传说、事实混杂在一起。恰恰是这样的懵懂状态反映了文化形成初始阶段的族群的心理和族群文化的表现形态和表达方式，它直接影响了后来社会人文发展的方向和趋势，“故一群之中，既有文字，其第一种书，必为记载其族之古事，必言天地如何开辟，古人如何创制，往往年代杳邈，神人杂糅，不可以理

139

[10]求也。然既为其族至古之书，则其族之性情、风俗、法律、政治，莫不出乎其间。”由此，神话传说是不可忽视的民族心理的文化源头。在中西文化对话的过程中，神话成为文化更新的黄钟大吕，文化先驱者们也由此找到了改变民族根性的根本方法。

三、中国神话的整理与研究

既然意识到了神话在民族发展史上的重要性，当然应该整理中国神话，同时寻找中国神话失落的原因以及与此相关的国民性问题。鲁迅曾指出“古有印度希腊，近之则东欧与北欧诸邦，神话古传以至神物重言之丰，他

[9]国莫与并，而民性亦瑰奇渊雅，甲天下焉，无未见其为世诟病也。”并且指出，神话与其他文化不同，是不能现实制造，也不能从国外买来，而精神资源的长期匮乏，导致了民族性格的狭隘。俄罗斯民族崇拜高空翱翔的雄鹰，英吉利民族将狮子作为图腾崇拜，从来没有人诟病，我们民族为什么不能把龙作为崇拜对象呢？鲁迅认为希腊、印度、北欧系统丰满的神话传说培养了国民丰富的情感，我们汉民族之所以“神思之穷”，就因为其“不能自造神话神物”，如果我们把凌空而舞的长龙作为图腾信仰，也许有利于民族性格的再造。

吴宓在将中国文化与希腊罗马文化对比后，不禁感慨“昔吾中华古国，竟不能比于希腊罗马之以学术文艺影响全世以来，且不能比于意大利爱尔兰之得其道以复兴。”吴宓感慨的是希腊罗马的“学术文艺”（也就是神话）都能远播欧洲，并成为一些国家“政治独立”的“原动力”，而与希腊罗马文化并举的中国文明之“原动力”又

哪里去了？吴宓借助神话将中西两大文明古国联系起来，试图借助神话复兴中国人的民族意识。古希腊罗马文化，能够唤起欧洲文化走向复兴，与希腊文化同样古老的华夏文化应该具有同等的蕴蓄力量，具有复兴民族文化的潜能，因此，他建议“今日国人之言爱国，言救亡。言民族之复兴，文化之保存者，何不于此保存汉字文化，加之意哉。”[11]挖掘民族文化的精髓，融入了文化先驱者对民族劣根性的改造和寻找其中所蕴含的民族精神“、鼓

荡 “”人心向上”的价值诉求的双重作用，这也是文化先驱者们从事神话整理与研究的最初动机。

在明确的神话意识中，《山海经》最早在“国故”中独立出来，成为被认可的神话资料。鲁迅曾大胆提出“中国之神话与传说，今尚无集录为专书者，仅散见于古籍，而《山海经》中特多”[12]首次肯定了《山海经》在中国神话学研究中的学术价值。而《山海经》因为神话传说的内容“特多”就格外受到重视，成为研究中国神话的最早、最重要的文献。顾颉刚在 1929 年《中国上古史研究讲义》中专章讲述了《山海经》，并且抄录了大量的“关于古人世代系统的材料”，他还解释说，这些材料好像是毫无根据的无稽之谈，但是研究和信仰是完全不同的两种理念，对做研究而言，任何材料都是平等的，因为古史传说很多是由神话演进而来，他发现被奉为儒家经典的尧

《尚书·典》中有不少内容都能在《山海经》里找到“老家”。也正是在这样的学术研究中，荒诞不经的《山海经》具备了与儒学经典《尚书》同等的价值地位，就神话地位的确立而言，这是“整理国故”运动中最重要的收获，也由此确立了《山海经》的不可动摇的中国神话学经典地位。至此，神话终于成为一门不同于历史的独立学科，于是“神话”作为一个词语也在中国的语言词汇中诞生。

在对中国神话的发掘过程中，所有研究者面临的就是神话材料的短缺，鲁迅在推测其中的原因时，将农耕

文化的地域原因视为主要因素，“一者华土之民，先居黄河流域，颇乏天惠，其生也勤，故重实际而黜玄想。”[12]胡

适也将中国神话稀少的原因归于地理的因素，他指出古代的华夏民族是一个勤劳朴实但不善于想象的民族，这与他们生活在内陆的温带与寒带之间的地理位置相关，比之于热带的南方，黄河流域天然供给要匮乏得多，只

有不停的劳作，才不至于饿死，也就“不能像热带民族那样懒洋洋地睡在棕榈树下白日见鬼，白昼做梦。”[13]地

理条件的限制使他们缺少幻想的时间和空间，在长期的土地耕作中，也渐渐放弃了对天空和远方的怀想，丢弃了对自己民族出发地的恒久怀念，在对民族起源的记述中，只剩下实实在在的三两行简短文字。因此早期神话学研究专家在浩如烟海的历史文献中钩沉中国神话的蛛丝马迹，爬梳中国神话的发展脉络时花费了大量的经历和心血。经过二三十年的努力，模糊不清的中国神话终于从历史面影中走出来，摆脱了长期依附于史学的附庸地位，在传统文化中居于异类的神话获得了崭新的历史地位。中国神话从无到有，建立了属于自己的神话学科，由边缘走向了文化的中心，从此成为历史、哲学、宗教、文学艺术发展的源头，中国开始有了自己的“圣书”。

在一代学者的共同努力下，二三十年代出现了一系列神话学的论文和论著。鲁迅作为我国现代神话学的主

要开创者，他的有关神话的论述中，《破恶声论》是一篇专论神话的著述，它集中体现了早年鲁迅的神话观。他在论述神话源起的同时,简要陈述了神话在 20 世纪初启蒙文化氛围里的作用,他把神话与民间信仰相联系，在破除迷信的声浪中，将神话从迷信中剥离出来，认为神话的迷狂精神是人类精进向上动力之一。他指出“人心必有所冯依，非信无以立，宗教之作，不可已矣。”[9]这是人类乃至国家存在的“始基”。周作人也是最早研究神话和推介回归神话精神的学者，他的系列神话论文《童话研究》《神话和传说》《神话的辩护》《续神话的辩护》《神话的趣味》《习俗与神话》《希腊神话》主要辨析了神话、传说与故事、童话的不同，以及神话起源的五种学说。周作人是较早介绍人类学到中国来的学者，他运用人类学的方法解释神话现象，引领了现代神话学的研究方法。

茅盾是二三十年代系统研究神话的第一人。他的神话研究论著、论文主要有《中国神话研究 ABC》《北欧神话 ABC》《神话杂论》《中国的水神》《楚辞与中国神话》。他在认同中国神话历史化的前提下，依据民间神话传说和先秦史料，认为原始人的宇宙观与神话观是因其生活的自然环境和社会环境的不同而变化的，楚人的浪漫与亚热带丛林、山地、大江大河不无关系。在《中国神话研究 ABC》中，作者比较完整的梳理了中国神话的几个母题，采用比较神话学的方法，以希腊、北欧的神话为参照系，比较简洁地整理了中国古代神话，初步建立了中国的神话体系。茅盾早期的神话学研究在一定程度上还影响了他的创作，有研究指出他的《蚀》三部曲在内容和结构上都受到北欧神话的影响。此外，还有黄石、谢六逸、林惠祥、钟敬文、汪倜然等都对中国原始神话进行了初步的研究。20 世纪初，中国神话及神话学研究从无到有的迅速搭建过程，清晰地说明神话对社会文化发展的重要性。

神话“脱颖而出”的历史发掘，“激发了现代中国学者的民族文化意识,满足了中国现代学者„希腊有,世界有,中国也有‟的民族文化虚荣心……一批又一批中国学者始终不断地重新构拟中国汉语神话之原始形态的努力

[14]正与此文化比较所引发的民族性„怨恨‟有关”，而体系神话的建构，在一定程度上解除了现代知识分子的文化焦虑，也解决了中西平等对话的文化观念。

参考文献

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第五篇：三菱汽车广告

三菱汽车广告

在该广告的制作中，广告首先运用了一种故事性的情节式制作技巧。广告通过女儿在上班时，给父亲打电话告诉由于加班不能回家为开端，于是在整个广告过程中通过以女儿回忆父亲在自己小时候和读大学时坚持要接自己回家的回忆过程为线索，从而向受众传递了一种父爱以及女儿对父亲的爱的深深感动的情感诉求，传达出了一种家庭伦理观念。同时，在整个广告中，广告运用了一种复现式叙述的蒙太奇表现手法，不仅充分的将广告中的叙述片段插叙式的连贯了起来，也充分的将广告中的情感诉求淋漓尽致的展现给了受众。最后就是在整个广告中，广告的音乐配合，跌宕起伏，与画面的共同组合，从侧面为广告的主题表现了出来，也表达了广告的情感，尤其是广告中音乐的旋律，更是将广告的情感诉求更加完美的将受众带进了一种感情诉求中。因而整个广告中的情感同时也运用了广告伦理学中的心理学理论，给人通过生活中的实际和真诚情感的心里活动，于是从心里上来打动消费者，把父爱这种心理情感向受众诉说，让人对产品有了一种亲切的感觉，从而从心理上去引导消费者，给消费者通过心理情感的诉求，最后使消费者产生满足感，产生想象，最终产生购买产品的欲望并付诸购买行动。同时广告中最后一句广告语“三菱汽车，全省一百六十四个家，欢迎您随时回家”，这句广告语也前后符合了广告主题，符合广告中诉求的情感形象，因而更令人有一种亲切之感，衬托了广告主题，成为了广告成功之处的又一亮点，也为广告中的家庭伦理观念增加了一份亲切而具有说服力的观念。