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本文从民俗的定义入手,阐释民俗文化对广告文本的影响。近年来随着全球经济的一体化,本土企业的国际化以及国外企业的本土化,导致广告文本与民俗文化结合趋向一种必要。文章以民俗文化为切入点,把公益广告作为研究对象,利用民俗学、语言学等相关理论来着重分析广告文本的民俗色彩。从某种程度上来说,广告文本与民俗文化具有一定的关联性。民俗文化不仅是广告文本的参考因素,同时广告文本对民俗文化的传播也具有一定的推动作用。
This article begins with the definition of folk custom and explains the influence of folk culture on advertising texts. In recent years, with the globalization of the global economy, the internationalization of local enterprises and the localization of foreign enterprises have led to the necessity of combining advertisement texts with folk culture. Taking the folk culture as the starting point, the article takes the public service advertisement as the research object, and uses folklore, linguistics and other related theories to focus on the analysis of the folk custom of advertising texts. To some extent, advertising texts have some relevance with folk culture. Folk culture is not only a reference factor for advertising texts, but also has a certain impetus to the spread of folk culture.