The Study Of Face Culture And Contemporary Chinese Advertise Creation

The thesis mainly adopts the method of qualitative analysis, together with the method of illustration, induction and deduction, giving the case analysis and theoretical study closely on the relationship between the native face culture and advertisement. The first part of the thesis is a review of the results and theories on the face culture study in native psychological field. This is quite necessary because people meet with the face culture often and feel familiar with it but their theoretical comprehension of it is extremely in want. Then, it gives an induction of some key concepts on the face culture. Only by understanding these concepts can people grasp the operative mechanism of the face culture. Later it discloses that "face" is the essential feature of the social power in the angle of communication and relates western conspicuous consumption to elaborate the attribute of "face consumption". The second part of the thesis studies face culture's affection on advertisements respectively from the macro and micro viewpoints. On the macro view, it analyzes the advertisement creation, advertisement value and advertisement position in the whole background of face culture. On the micro view, it makes meticulous discussion on the basic factors of advertisement such as product nomination, advertisement title, slogan and the expressive way of the advertisement. The third part uses the methods of illustration, deduction, induction and sameiological analysis to explore the inner mechanism how advertisements futilize the face power, respectively analyzing the face factors sameiologically presented by advertisements and the way of the face presentation in advertisements. The thesis ends up with some related questions helpful for the following scholars to do further study.