| The rapid development of the global economy,the dramatic improvement of people's living standards,and the convenient transportation enhanced by modern technology have accelerated the fast development of tourism industry.As the world's largest developing country and developed country respectively,China and America are worthy of attention in the development of the tourism industry of the two countries.This research focuses its study on Chinese and American tourism advertisement.Based on the 30 TV tourism advertisement videos and some their advertisement slogan cases selected from each country,using the corresponding cultural value theory of interactive meaning in visual grammar and inter-cultural communication theories of high-and low-context,power distance,collectivism and individualism,the author of the thesis scrutinizes and analyzes the similarities and differences between Chinese tourism advertisement and American tourism advertisement.In addition,the author tries to find out the similarities and differences between Chinese naturalism and American materialism in the tourism advertisements through comparing both countries' advertisement slogan and background music.Meanwhile,the author tries to find out the reasons for these similarities and differences.The study found that Chinese and American tourism advertisements have similarities and differences in the video in interactive meaning,corresponding these advertisements also reflect similarities and differences in Chinese and American culture value.such as,Chinese tourism advertisements like American tourism advertisements show high ratio in “frontal” angle expressing emotion directly,and Chinese tourism advertisement videos are more inclined to naturalistic culture,while American tourism advertisement videos tend to be more materialistic,and so on. |
PDF Full Text Request