第一篇：汽車廣告中的中西文化差別研究

在世界經(jīng)濟(jì)一體化的今天,經(jīng)濟(jì)全球化帶來的趨勢之一是文化的同一性和差異并存。只要人們同其它國家和地區(qū)從事貿(mào)易活動,文化差異問題就不可避免。事實(shí)證明,僅限于一個國家和地區(qū)間的貿(mào)易活動越來越少見?，F(xiàn)代科技縮小了時空跨度,信息技術(shù)的無國界化使地球變得“越來越小”,而經(jīng)濟(jì)貿(mào)易全球化進(jìn)程的飛速發(fā)展使得貿(mào)易往來比過去更加快捷、便利。因此,各國拓展海外市場的意識和欲望也就越來越強(qiáng)。在各種競爭手段中,對外產(chǎn)品廣告無疑是將本國產(chǎn)品推向國際市場、吸引海外消費(fèi)者最直接、最有效的手段。作為現(xiàn)代商戰(zhàn)的利器,廣告的本質(zhì)是推銷商品,獲取最大利潤。然而,現(xiàn)代廣告絕不僅僅是一種單純的經(jīng)濟(jì)行為,廣告在傳遞商品信息引導(dǎo)消費(fèi)的同時,總是或隱或顯地展示一種價值觀念,倡導(dǎo)一種生活方式或?qū)徝狼槿?以一種不易察覺的方式對廣告受眾的心理產(chǎn)生強(qiáng)有力的影響。因此,廣告是一種文化形式,是一種文化產(chǎn)物,也是現(xiàn)代文明的標(biāo)志。廣告的廣泛傳播,正在逐漸改變著人們的思維方式、消費(fèi)觀念乃至行為宗旨。廣告的傳播過程不僅是一個人們共享社會文化的過程,也是一個社會價值觀念不斷被強(qiáng)化、被傳送給公眾的過程。實(shí)際上,廣告與文化是一種相互作用的雙向關(guān)系:一方面,文化是廣告創(chuàng)作的背景和源泉。另一方面,廣告反映、承載不同國家、不同時代的文化特點(diǎn)。有時,廣告通過向文化增添新元素的方式豐富著文化,甚至改變文化。由于廣告受眾生活在不同的社會文化環(huán)境中,因此,他們本民族社會的哲學(xué)觀念、思維模式、文化心理、倫理道德、風(fēng)俗習(xí)慣、社會制度乃至宗教信仰等都與其它民族有所不同。所以,消費(fèi)者在接受廣告宣傳以及購買行為中,不可避免地表現(xiàn)出不同的文化特征。這也正是跨國企業(yè)開拓一個海外國家或地區(qū)市場經(jīng)常會遇到的障礙之一。本文以廣告與文化的基本研究理論為基礎(chǔ),以它們之間的互動關(guān)系理論為出發(fā)點(diǎn),從社會文化角度對中西汽車廣告進(jìn)行了對比分析,意在發(fā)現(xiàn)它們所體現(xiàn)的中西不同文化差異并探究這些差異對汽車廣告的影響和制約,主要在哲學(xué)理念、思維模式、價值取向、權(quán)力距離、等級觀念、文化習(xí)俗等方面進(jìn)行了分析。運(yùn)用定性對比法,經(jīng)過分析比對并深入挖掘形成這些文化差異的深層原因及它們對汽車廣告的影響和限制,作者發(fā)現(xiàn),盡管中西汽車廣告之間有部分相同之處,但兩種文化間的差異是顯著且多方面的。據(jù)此,作者得出的結(jié)論是;中西汽車廣告中顯示的文化內(nèi)涵分歧顯著,但是它們分別于與中國傳統(tǒng)的儒家文化和西方基督教文化的基本價值體系相匹配,這是由于廣告客戶和廣告公司為了滿足并取悅目標(biāo)受眾,根據(jù)當(dāng)?shù)氐奈幕h(huán)境創(chuàng)作廣告的結(jié)果。這也表明,作為一個重要的跨文化交流手段,在廣告推廣中,廣告商必須顧及目標(biāo)市場不同的文化因素。因?yàn)殡S著商品的同質(zhì)化,商品的技術(shù)競爭已經(jīng)轉(zhuǎn)向文化競爭。只有在廣告中突出商品的文化內(nèi)涵和文化附加值,提高廣告的文化品位,才能在激烈的市場競爭中贏得消費(fèi)者的認(rèn)同,把握各種目標(biāo)消費(fèi)者的心理需要。反之,如果廣告宣傳與受眾的期待逆向而行,甚至傷害受眾的感情,失敗則不可避免。作者認(rèn)為,研究中西汽車廣告中的文化差異,將有助于有效地打破世界經(jīng)濟(jì)市場的文化障礙,增進(jìn)中西方的相互了解,使中西方的商業(yè)貿(mào)易往來更加順利通暢。另外,該研究對那些有意在海外市場進(jìn)行汽車廣告宣傳的廣告從業(yè)人員也有一定的參考意義。因?yàn)?研究結(jié)果不僅提示他們在創(chuàng)造廣告時必須重視文化差別,還從多方面提出了以供參考的建議

第二篇：中西文化比較研究學(xué)習(xí)心得

中西文化比較研究學(xué)習(xí)心得

本學(xué)期我們上了《中西文化比較研究》這門課，跟著劉勃老師學(xué)習(xí)了中外各種文化，第一節(jié)課我就被劉老師生動幽默的講課深深吸引了，通過一學(xué)期的學(xué)習(xí)讓我受益匪淺。

老師一開始便提出了一系列的問題：人是誰？何謂文化？何謂中國？何謂西方？通過這些問題的講解，讓我明確了接下來的學(xué)習(xí)方向，讓我以更為客觀更為全面的看待問題。

學(xué)習(xí)這門課程的開始，我便碰到了一個陌生又熟悉的詞——軸心時代。在公元前800至公元前200年之間，尤其是公元前600至前300年間是人類文明的“軸心時代”。這個“軸心時代”發(fā)生的地區(qū)大概是在北緯30度上下，就是北緯25度至35度區(qū)間。這段時期是人類文明精神的重大突破時期。在軸心時代里，各個文明都出現(xiàn)了偉大的精神導(dǎo)師——古希臘有蘇格拉底、柏拉圖、亞里士多德，以色列有猶太教的先知們，古印度有釋迦牟尼，中國有孔子、老子、韓非子、墨子……他們提出的思想原則塑造了不同的文化傳統(tǒng)，也一直影響著人類的生活。

中國春秋戰(zhàn)國時期的制度，變法，各種局勢的變化在高中上歷史課時已有涉及，高中時的學(xué)習(xí)完全是為了應(yīng)付考試，而這次的學(xué)習(xí)則充分調(diào)動了我的興趣，課上老師各種生動的例子更是加深了我們的理解。接著講的便是古希臘與希臘化世界，講了希臘的城邦與希臘的民主制度。而最讓我感興趣的卻是希臘的神話，希臘神話是古希臘民族關(guān)于神和英雄的故事總匯。它將現(xiàn)實(shí)生活與幻想交織在一起，為人們創(chuàng)造了一個包羅萬象的瑰麗世界，生動地描繪了古希臘人的社會生活圖景，并作為文學(xué)藝術(shù)的永恒題材而流傳下來。

講完制度變開始講思想，中國的百家爭鳴，希臘的哲學(xué)。雖說百家爭鳴，但是在學(xué)說和流派上真正能稱上“家”的，正如《漢書·藝文志》中所謂“其可觀者九家而已”，即除了后來成為國家意識形態(tài)并影響到尋常百姓的儒家而外，還有道家、墨家、法家、縱橫家、名家、陰陽家、雜家、農(nóng)家(所謂“三教九流”之“九流”)。而值得注意的是：這八家在當(dāng)時都是與儒家學(xué)說旗鼓相當(dāng)影響相近的學(xué)派，并且和儒家一道成為中華文明的源頭。說到古希臘哲學(xué)，則不得不推出古希臘三大哲學(xué)家：蘇格拉底，柏拉圖，亞里士多德。其中我最感興趣的便是蘇格拉底反詰法，他以不斷提問的方式來不斷的完善一個概念，達(dá)到定義的目的，由此可見西方哲學(xué)及其注重邏輯。

通過這次學(xué)習(xí)，讓我懂得：不論中西文化存在什么樣的差異，我們都應(yīng)以開放的心態(tài)，取其精華，去其糟粕，學(xué)習(xí)和借鑒人類一切優(yōu)秀文化成果，更好的為我們國家的繁榮發(fā)展服務(wù)。

第三篇：廣告中雙關(guān)語技巧研究

[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】當(dāng)今社會，廣告作為一種競爭手段無處不在，而雙關(guān)語是一種廣泛運(yùn)用于廣告創(chuàng)作并深受人們喜愛的修辭格。雙關(guān)語的表現(xiàn)形式多種多樣，可分為一詞多義雙關(guān)，同音異義雙關(guān)，諧音雙關(guān)，仿擬雙關(guān)，插圖和文字雙關(guān)，語法雙關(guān)等。廣告商巧妙地運(yùn)用品牌、成語、習(xí)語等構(gòu)成雙關(guān)語以增加宣傳效果。但從語用學(xué)的角度去分析雙關(guān)語，它違背了Grice提出的合作原則。合作原則的違反通常有四種情況，而本文主要從第四種進(jìn)行分析雙關(guān)語，即說話人公然不執(zhí)行某一條準(zhǔn)則，也就是說話人知道自己違反了一條準(zhǔn)則，他還想讓聽話人知道他違反了一條準(zhǔn)則。運(yùn)用恰當(dāng)?shù)碾p關(guān)語產(chǎn)生了幽默、風(fēng)趣、經(jīng)濟(jì)和警告的作用，使人享受語言的美，同時幫助廠家在激烈的競爭中立于不拜之地，獲得更大收益。

【關(guān)鍵詞】廣告；雙關(guān)語；語用原則；語用功能

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，廣告英語一本通[M]，廣東，對外經(jīng)濟(jì)貿(mào)易大學(xué)出版社，2004/6，p7

[3] 張昭苑，段海生，English Advertisement and Its Translation[J], 重慶郵電學(xué)院學(xué)報（社會科學(xué)版），2004/11，p605

[4] 戴煒棟，何兆熊，新編簡明英語語言學(xué)教程[M]，上海外語教育出版社，2002/7，p74-75

[5] 付紅橋，簡析廣告中的雙關(guān)語[J]，重慶工學(xué)院學(xué)報，2004/6，18（3），p42

[6] 趙永冠，英語廣告中的雙關(guān)語[J]，廣西，欽州師范高等?？茖W(xué)校學(xué)報，2003/12，18（4），p50

[7] 同[4] p75

[8] 楊惠馨，英漢廣告中的雙關(guān)語及其英漢互譯[J]，新疆師范大學(xué)學(xué)報（哲學(xué)社會科學(xué)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，語用學(xué)理論及應(yīng)用[M]，北京大學(xué)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，英語廣告中的雙關(guān)語[Z]，北京，英語通，2005/10，p50

[31] 經(jīng)貿(mào)英語教研室，語用原則和廣告雙關(guān)語[J]，長沙民政學(xué)院外語系，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，英語廣告雙關(guān)語的語用技巧及其語用分析[J]，湖南科技學(xué)院學(xué)報，2005/10，p296

[37] 同[5] p42

[38] 同[30] p50

[39] 周紅，英語廣告雙關(guān)語的運(yùn)用技巧及其語用功能[J]，北京，國際關(guān)系學(xué)院學(xué)報，2005，p123

[40] 同[5] p42

[41] 王笑施，廣告英語語言技巧淺析[J]，北京郵電大學(xué)學(xué)報（社會科學(xué)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：中西文化對話中的神話整理

中西文化對話中的神話整理

摘 要：在中國古代文化中，神話從未被單獨(dú)命名，它一直作為不能登大雅之堂的民間文學(xué)中的一部分而存在。五四新文化運(yùn)動的倡導(dǎo)者在邀約西方來改造民族自我的同時，也試圖在本民族文化中尋找中西方平等對話的文化平臺。在“整理國故”和整理中國文學(xué)的呼聲中，神話“浮出歷史地表”，一躍成為 20 世紀(jì)初中國知識分子心目中中國歷史、哲學(xué)、宗教、文學(xué)藝術(shù)發(fā)展的源頭，取得了復(fù)興民族文化和與西方文化平等對話的雙重權(quán)力地位，也 使新文化運(yùn)動倡導(dǎo)者們獲得了民族自尊心與自信心，滿足了中國現(xiàn)代學(xué)者“希臘有,世界有,中國也

有”的文化心理。

關(guān)鍵詞：中西文化對話；神話；整理與研究；民族精神

晚清中國遭遇到“三千年未有之大變局”，華夏民族一度曾有的驕傲受到巨大的傷害，泱泱大國的優(yōu)越感

①一掃而光，面對先進(jìn)的西方，中國人情不自禁地產(chǎn)生了復(fù)雜的“羨慕、嫉妒、恨”的“怨羨情結(jié)”。在“怨羨情結(jié)” 深

處，是現(xiàn)代知識分子復(fù)興民族文化的道義責(zé)任和精神焦慮。一方面，一些有識之士將目光轉(zhuǎn)向國外“求新生于異邦”。另一方面，啟蒙者們拋棄高高在上的“廟堂”文學(xué)，試圖在民間尋找文化的自我更新因素，尋找華夏民族的文化之根，尋找與西方平等對話的文化平臺，神話作為人類文明發(fā)展的源頭，取得了與西方平等對話的權(quán)力地位，在“國故”整理中，神話由此“浮出歷史地表”，成為中國歷史、哲學(xué)、宗教、文學(xué)藝術(shù)發(fā)展源頭的“圣書”。

一、“浮出歷史地表”的民間文學(xué)

近代以來，文化運(yùn)動的先驅(qū)者們在不斷向西方學(xué)習(xí)的同時，也在試圖尋找獲取中西平衡的自我文化因素，比較中西學(xué)術(shù)之長短，他們發(fā)現(xiàn)民間文學(xué)具有中國文化和文學(xué)的民族性特點(diǎn)。嚴(yán)復(fù)受到“物競天擇”的進(jìn)化論觀點(diǎn)的啟發(fā)，提出了搜集、研究民間文學(xué)的主張，雖說民間隱藏著許多不能登大雅之堂的低俗文化，但是，民間也潛藏著中國文化的精華。黃遵憲提出“考國俗”的主張，認(rèn)為民俗是民族文化長期發(fā)展過程中形成的相對穩(wěn)定的區(qū)別于其他文化的重要指標(biāo)，是民族文化自我確認(rèn)的標(biāo)識，應(yīng)該注重民俗在社會底層思想啟蒙中的作用。晚清學(xué)者們對民族文化整體的重視，使民間文學(xué)具有了不同尋常的社會地位，它的人民性和大眾性特點(diǎn)，使民間文學(xué)被看成是民族文化的源頭。夏曾佑認(rèn)為民族幼年的文化風(fēng)俗在遠(yuǎn)古神話傳說階段就已經(jīng)形成了，在文化流傳

與遷徙中相對穩(wěn)定被保留下來的文化風(fēng)俗，決定了民族性格和民族文化的特點(diǎn)，這是應(yīng)該被重視的文化。蔣觀云也從相近的神話傳說中得出中國各階層都是一個人種，擁有共同的風(fēng)俗和基本相近的道德、宗教觀念。在這樣的認(rèn)識觀念中，清末民初的知識分子大大提高了民間文學(xué)、特別是神話的歷史地位，認(rèn)為它具有文化人類學(xué)、社會學(xué)、歷史學(xué)、政治學(xué)和文學(xué)藝術(shù)的多重文化內(nèi)涵,應(yīng)該利用它廣泛深厚的民間基礎(chǔ)，在對原有文化 加以改造的基礎(chǔ)上，使之變成具有近代啟蒙性質(zhì)的民族新文化。

渴望民族復(fù)興的近代知識分子對民間文學(xué)的重視，也引導(dǎo)了五四新文化運(yùn)動的倡導(dǎo)者側(cè)目于民間和民間文學(xué)。新文學(xué)的倡導(dǎo)者們以《歌謠周刊》為中心，開始對民間歌謠、神話、傳說等進(jìn)行初步的整理、研究，并且在對這些歌謠的搜集整理中，達(dá)成了初步的共識，即某一類型的歌謠有一個共同的母題，有些母題就源自民間神話傳說，而顧頡剛對孟姜女哭長城的民間傳說的整理，為之后出現(xiàn)的系列對民間神話傳說的整理起到了引領(lǐng)作用。1927 年《民間文藝》在中山大學(xué)創(chuàng)刊，董作賓在《為〈民間文藝〉敬告讀者》的創(chuàng)刊詞中指出“我們所謂的文藝，不限于韻文的歌謠、謎語、諺語、曲本、唱書等等，凡神話、童話、傳說、故事、寓言、笑話等等皆是?！盵1]他還鄭重指出，在歐美和日本，有關(guān)神話、傳說、謠諺、謎語等都有鴻篇巨制的研究文章，我們中國重視祖宗文化，但是卻忽略了我們文化的出發(fā)點(diǎn)，應(yīng)該補(bǔ)足這一課，這也是未來中國文學(xué)創(chuàng)作和研究應(yīng)該努力的方向。謝六逸還將日本的神話和民間傳說翻譯過來，以期指導(dǎo)中國民間神話傳說的整理。自清末以來出現(xiàn)的民間文學(xué)熱潮絕非單純的以“民俗”和“民間文學(xué)”作為研究對象，而是在對民間文學(xué)祛魅過程中的一種新的賦魅，它一定程度上承載著新文化運(yùn)動啟蒙者共同的文化認(rèn)同心理，成為近現(xiàn)代知識分子在傳統(tǒng)儒學(xué)和西化文化之 外的第三種文化選擇。

新文化運(yùn)動的倡導(dǎo)者們除了在民間搜集活生生的民歌小調(diào)、神話傳說外，還調(diào)轉(zhuǎn)潮頭，來“整理國故”，他們對“國故”的整理擺脫了過去文人為入世而學(xué)的功利目的和單純的個人愛好，不再借傳統(tǒng)的亡靈以復(fù)古為目的，而是貫穿著啟蒙先驅(qū)者對中華文明和中國文化崛起的希望，是以區(qū)別于“求新生于異幫”的新的價值導(dǎo)向，以建立起新的民族文化價值體系為根本目標(biāo)。

1921 年胡適在東南大學(xué)演講時，提出研究“國故”的終極目的是要使中國的年輕人建立起必要的歷史觀 念，只有系統(tǒng)地了解中國政治經(jīng)濟(jì)文化等各方面的歷史，才不至于出現(xiàn)一知半解的自高自大或自卑自賤的文化情緒?！皣省钡恼?、研究以“求真”為目的，追求“寧可疑而錯，不可信而錯”的實(shí)事求是的科學(xué)精神。這樣一來，“國故”的整理對象既有以往文人注重的經(jīng)史子集部分，也有被傳統(tǒng)忽略、小覷的“底層文學(xué)”，既囊括著“國渣”，也包含著“國粹”。如此一來，整理后的“國故”不再是少數(shù)以文化人自居者的文化專利，而是轉(zhuǎn)變?yōu)槿巳四芏?、服?wù)于社會和大眾的更有價值的文化實(shí)體，以利于民族未來的文化教育和發(fā)展。這也是胡適在后來總結(jié)“整理國故”時說的：“化黑暗為光明，化神奇為臭腐，化玄妙為平常，化神圣為凡庸。這才是?重新固定一切價值?。它的功用可以解放人心，可以保護(hù)人們不受鬼怪迷惑?！?922 年，鄭振鐸也提出了整理中國文學(xué)的建議。他認(rèn)為在幾千年的中國文學(xué)史中，既有經(jīng)史子集的國家體

系的文學(xué)，也有名不見經(jīng)傳的俗文學(xué)，但是，真正有價值的文學(xué)一直處于被遮蔽的地位，言外之意，對俗文學(xué)的整理是不能摒棄的。他說流傳于民間的神話傳說、寶卷、民間彈詞曲譜中，可以找到中國文學(xué)的另一條發(fā)展道路。這樣，中國文學(xué)的整理，無論是在整理范圍，還是研究方法上都要打破因襲的舊觀念，范圍的擴(kuò)大和研究方法的多樣化都要以進(jìn)化的文學(xué)觀為指導(dǎo)，理出幾千年來的文學(xué)類別和發(fā)展脈絡(luò)，并且要充分利用整理出來的新資源，它可以成為我們文化更新的有效因素。鄭振鐸還以《小說月報》為根據(jù)地，開展了“整理國故與新文學(xué)運(yùn)動”的專題討論，目的就是將曾被忽視的民間文學(xué)的新質(zhì)和西洋文學(xué)相結(jié)合，創(chuàng)造出我們 的新文學(xué)來。

以民間文學(xué)為武器向傳統(tǒng)文化進(jìn)攻，同時在“國故”的整理中又找出塵封于資料中的民間文學(xué)的活力，還歷史以本來的面目，這樣，民間文學(xué)和“整理國故”互為表里，互相促進(jìn)，無論是“武器”說，還是尋找“中國文學(xué)的另一條發(fā)展脈絡(luò)”，目的都是一樣的：文化不是少數(shù)人的專利，民間和民間文學(xué)也不是低人一頭的“下賤貨”，被蔑視和被埋藏的文學(xué)有可能是真正的、不載任何人之道的文學(xué)，這才是有民族意義的文學(xué)。“正是在借鑒傳統(tǒng)、推

動新文學(xué)發(fā)展的思潮影響下，民間文學(xué)和古代神話傳說的研究得到重視。

[2]

二、中西文化對話中的神話

神話盡管是人類低水平認(rèn)識力的表現(xiàn)，但是作為人類認(rèn)識世界的認(rèn)知方式，中西方神話有許多共同之處，它記錄了人類認(rèn)識力發(fā)展的清晰足跡，是古代人類精神活動的智慧產(chǎn)物。正是在世界各民族文化起源于神話的認(rèn)識基礎(chǔ)上，中西方文化才有了對話的可能。

文化起源于民族神話的觀念認(rèn)識，在一定程度上解除了當(dāng)時啟蒙知識分子“求新生于異幫”的文化焦慮，獲得了文化心理上的補(bǔ)償。其中，胡適的提法是比較具有代表性的：“我們中國如何能在這個驟看起來同我們的固有文化大不相同的新世界里感到泰然自若？一個具有光榮歷史以及創(chuàng)造了燦爛文化的民族，在一個新的文化中絕不會感到自在的?！盵4]進(jìn)一步說，中西方文化存在較大差距，那么，我們在哪里以什么樣的方式能夠找到中西方文化交流的切入口，使我們能夠有效地在內(nèi)外調(diào)和的基礎(chǔ)上建立起自己的新文化。周作人在對中西神話進(jìn)行比較后，指出中西方人雖屬于不同的人種，但是古人的生存狀況卻相差無幾，同為人有大致相同的思想感情，“今

取二者之神話比勘之，多相符合?！倍抑形鞣皆缙谖幕紝⑸裨挿顬椤暗湔隆?，由此可知，中西方早期人類信仰也大致相同。這也就是說，中西方文化產(chǎn)生的基礎(chǔ)是相同的，這是中西方文化平等交流的最佳切入點(diǎn)。譬如說人的由來，中西方神話都說人是由神創(chuàng)造的，那么神是依據(jù)什么來造人的呢？中國神話說女媧摶黃土造人，《圣經(jīng)》寫道：“神就照著自己的形象造人，乃是照著他的形象造男造女。”中國神話中女媧為始祖母，希臘神話說地母蓋亞創(chuàng)造了眾神，而神的外在形象都有“人首”的共同特點(diǎn)，因此他們造出的人也都是人的面孔，正如譚桂林分析指出：“神最初誕生于原始人類消解自身恐懼的一種強(qiáng)烈的心理需要中……所謂創(chuàng)世神話本來就是人所創(chuàng)造的，人想象神在照著自己的形象造人，實(shí)際上它是暗示著人在按照自己的形象創(chuàng)造神。所以，在起源的[5]意義上，人性與神性是同一的。在一種曠世的孤獨(dú)中，在一種向死的焦慮中，唯有傾訴唯有聆聽才能緩解人們的心靈緊張。人按照自己的形象創(chuàng)造神，本質(zhì)上是在創(chuàng)造一個能夠?qū)υ挼幕锇?，而人性與神性的同一，也就奠[6]定了這一對話的可能性基礎(chǔ)。”應(yīng)該說這也是中西神話對話的基礎(chǔ)。于是文化先驅(qū)者們一方面介紹希臘、羅馬神話，一方面挖掘整理中國神話，試圖在民族起源處找到東西方文化的交集。

神話不是毫無根據(jù)的幻想，它是人類認(rèn)識宇宙自然的真實(shí)講述，它表現(xiàn)了原始人真實(shí)的情感和精神世界。神話既是野蠻的遺留物，也是文明的開端，它為后人提供了探索民族歷史、民族精神的無限豐富的秘密材料，對民族未來文明的形成、發(fā)展具有路標(biāo)性的指示作用。啟蒙者們看到西方強(qiáng)大的民族文化意識源于西方文化源頭的清晰可辨，體系化的神話和完整的神話譜系使西方民族國家產(chǎn)生了強(qiáng)烈的民族自豪感，他們也進(jìn)一步認(rèn)識到，民族根性和人性的豐簡優(yōu)劣都能在神話中找到源頭。1902 年梁啟超在《歷史與人種之關(guān)系》中首先提出歷史就是敘說各人種、種族在競爭過程中的興衰變化，沒有人種，也就沒有歷史，之所以這樣說，是因?yàn)椤皻v史生于人群，而人之所以能群，必其于內(nèi)焉有所結(jié)，于外焉有所排，是即種界之所由起也。”[7]他還進(jìn)一步分析白種人之所以稱霸世界，是因?yàn)樗麄兙邆淞司M(jìn)向上、武力擴(kuò)張與理性自持的內(nèi)在精神，此文注意到了社會歷史發(fā)展與人種間的關(guān)系。蔣觀云的《神話歷史養(yǎng)成之人物》、夏曾佑的《上古神話》和魯迅的《破惡聲論》是最早論述神話與歷史、神話與文明、神話與民族精神的文章，他們都注意到了神話的內(nèi)容及表達(dá)方式與種族、族群精神追求密切相關(guān)。神話是民族精神賴以形成的基礎(chǔ)，古人對人類早期歷史自然現(xiàn)象的描述，隱含了不同種族、族群人文精神的核心價值觀，這也就涉及到了神話與國民性的關(guān)系。蔣觀云在文章中說神話信仰對人的精神心理發(fā)展有至關(guān)重要的影響，“欲為偉大之人物者，不能不有模范，而后其精力有所向而不至于衰退”。[8]魯迅指出人的內(nèi)在心理活動不是憑空出現(xiàn)的，普通大眾在外在思想鼓動下，能夠奮發(fā)有為，其中“歷史與神話，其重要之首端矣。”[9] 他

還說宗教神話雖說是早期人類根據(jù)想象創(chuàng)造的虛幻產(chǎn)物，但是卻有鼓舞人心向上的積極作用。

蔣觀云還特別指出不同國別的神話對各自文化、心理及文學(xué)影響也各不相同，“印度之神話深玄，古印度多深玄之思。希臘之神話優(yōu)美，故希臘尚優(yōu)美之風(fēng)?！盵8]而后，夏曾佑對中國歷史作了大略的劃分，將中國上古歷史的第一階段稱為傳疑期，即是神話傳說時期,因?yàn)檫@個時期內(nèi)沒有可靠的史料記載，雖然先秦諸子都或多或少有些許記載，但往往是寓言、傳說、事實(shí)混雜在一起。恰恰是這樣的懵懂狀態(tài)反映了文化形成初始階段的族群的心理和族群文化的表現(xiàn)形態(tài)和表達(dá)方式，它直接影響了后來社會人文發(fā)展的方向和趨勢，“故一群之中，既有文字，其第一種書，必為記載其族之古事，必言天地如何開辟，古人如何創(chuàng)制，往往年代杳邈，神人雜糅，不可以理

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[10]求也。然既為其族至古之書，則其族之性情、風(fēng)俗、法律、政治，莫不出乎其間。”由此，神話傳說是不可忽視的民族心理的文化源頭。在中西文化對話的過程中，神話成為文化更新的黃鐘大呂，文化先驅(qū)者們也由此找到了改變民族根性的根本方法。

三、中國神話的整理與研究

既然意識到了神話在民族發(fā)展史上的重要性，當(dāng)然應(yīng)該整理中國神話，同時尋找中國神話失落的原因以及與此相關(guān)的國民性問題。魯迅曾指出“古有印度希臘，近之則東歐與北歐諸邦，神話古傳以至神物重言之豐，他

[9]國莫與并，而民性亦瑰奇淵雅，甲天下焉，無未見其為世詬病也?！辈⑶抑赋?，神話與其他文化不同，是不能現(xiàn)實(shí)制造，也不能從國外買來，而精神資源的長期匱乏，導(dǎo)致了民族性格的狹隘。俄羅斯民族崇拜高空翱翔的雄鷹，英吉利民族將獅子作為圖騰崇拜，從來沒有人詬病，我們民族為什么不能把龍作為崇拜對象呢？魯迅認(rèn)為希臘、印度、北歐系統(tǒng)豐滿的神話傳說培養(yǎng)了國民豐富的情感，我們漢民族之所以“神思之窮”，就因?yàn)槠洹安荒茏栽焐裨捝裎铩?，如果我們把凌空而舞的長龍作為圖騰信仰，也許有利于民族性格的再造。

吳宓在將中國文化與希臘羅馬文化對比后，不禁感慨“昔吾中華古國，竟不能比于希臘羅馬之以學(xué)術(shù)文藝影響全世以來，且不能比于意大利愛爾蘭之得其道以復(fù)興?！眳清蹈锌氖窍ＥD羅馬的“學(xué)術(shù)文藝”（也就是神話）都能遠(yuǎn)播歐洲，并成為一些國家“政治獨(dú)立”的“原動力”，而與希臘羅馬文化并舉的中國文明之“原動力”又

哪里去了？吳宓借助神話將中西兩大文明古國聯(lián)系起來，試圖借助神話復(fù)興中國人的民族意識。古希臘羅馬文化，能夠喚起歐洲文化走向復(fù)興，與希臘文化同樣古老的華夏文化應(yīng)該具有同等的蘊(yùn)蓄力量，具有復(fù)興民族文化的潛能，因此，他建議“今日國人之言愛國，言救亡。言民族之復(fù)興，文化之保存者，何不于此保存漢字文化，加之意哉?！盵11]挖掘民族文化的精髓，融入了文化先驅(qū)者對民族劣根性的改造和尋找其中所蘊(yùn)含的民族精神“、鼓

蕩 “”人心向上”的價值訴求的雙重作用，這也是文化先驅(qū)者們從事神話整理與研究的最初動機(jī)。

在明確的神話意識中，《山海經(jīng)》最早在“國故”中獨(dú)立出來，成為被認(rèn)可的神話資料。魯迅曾大膽提出“中國之神話與傳說，今尚無集錄為專書者，僅散見于古籍，而《山海經(jīng)》中特多”[12]首次肯定了《山海經(jīng)》在中國神話學(xué)研究中的學(xué)術(shù)價值。而《山海經(jīng)》因?yàn)樯裨拏髡f的內(nèi)容“特多”就格外受到重視，成為研究中國神話的最早、最重要的文獻(xiàn)。顧頡剛在 1929 年《中國上古史研究講義》中專章講述了《山海經(jīng)》，并且抄錄了大量的“關(guān)于古人世代系統(tǒng)的材料”，他還解釋說，這些材料好像是毫無根據(jù)的無稽之談，但是研究和信仰是完全不同的兩種理念，對做研究而言，任何材料都是平等的，因?yàn)楣攀穫髡f很多是由神話演進(jìn)而來，他發(fā)現(xiàn)被奉為儒家經(jīng)典的堯

《尚書·典》中有不少內(nèi)容都能在《山海經(jīng)》里找到“老家”。也正是在這樣的學(xué)術(shù)研究中，荒誕不經(jīng)的《山海經(jīng)》具備了與儒學(xué)經(jīng)典《尚書》同等的價值地位，就神話地位的確立而言，這是“整理國故”運(yùn)動中最重要的收獲，也由此確立了《山海經(jīng)》的不可動搖的中國神話學(xué)經(jīng)典地位。至此，神話終于成為一門不同于歷史的獨(dú)立學(xué)科，于是“神話”作為一個詞語也在中國的語言詞匯中誕生。

在對中國神話的發(fā)掘過程中，所有研究者面臨的就是神話材料的短缺，魯迅在推測其中的原因時，將農(nóng)耕

文化的地域原因視為主要因素，“一者華土之民，先居黃河流域，頗乏天惠，其生也勤，故重實(shí)際而黜玄想。”[12]胡

適也將中國神話稀少的原因歸于地理的因素，他指出古代的華夏民族是一個勤勞樸實(shí)但不善于想象的民族，這與他們生活在內(nèi)陸的溫帶與寒帶之間的地理位置相關(guān)，比之于熱帶的南方，黃河流域天然供給要匱乏得多，只

有不停的勞作，才不至于餓死，也就“不能像熱帶民族那樣懶洋洋地睡在棕櫚樹下白日見鬼，白晝做夢?！盵13]地

理?xiàng)l件的限制使他們?nèi)鄙倩孟氲臅r間和空間，在長期的土地耕作中，也漸漸放棄了對天空和遠(yuǎn)方的懷想，丟棄了對自己民族出發(fā)地的恒久懷念，在對民族起源的記述中，只剩下實(shí)實(shí)在在的三兩行簡短文字。因此早期神話學(xué)研究專家在浩如煙海的歷史文獻(xiàn)中鉤沉中國神話的蛛絲馬跡，爬梳中國神話的發(fā)展脈絡(luò)時花費(fèi)了大量的經(jīng)歷和心血。經(jīng)過二三十年的努力，模糊不清的中國神話終于從歷史面影中走出來，擺脫了長期依附于史學(xué)的附庸地位，在傳統(tǒng)文化中居于異類的神話獲得了嶄新的歷史地位。中國神話從無到有，建立了屬于自己的神話學(xué)科，由邊緣走向了文化的中心，從此成為歷史、哲學(xué)、宗教、文學(xué)藝術(shù)發(fā)展的源頭，中國開始有了自己的“圣書”。

在一代學(xué)者的共同努力下，二三十年代出現(xiàn)了一系列神話學(xué)的論文和論著。魯迅作為我國現(xiàn)代神話學(xué)的主

要開創(chuàng)者，他的有關(guān)神話的論述中，《破惡聲論》是一篇專論神話的著述，它集中體現(xiàn)了早年魯迅的神話觀。他在論述神話源起的同時,簡要陳述了神話在 20 世紀(jì)初啟蒙文化氛圍里的作用,他把神話與民間信仰相聯(lián)系，在破除迷信的聲浪中，將神話從迷信中剝離出來，認(rèn)為神話的迷狂精神是人類精進(jìn)向上動力之一。他指出“人心必有所馮依，非信無以立，宗教之作，不可已矣?！盵9]這是人類乃至國家存在的“始基”。周作人也是最早研究神話和推介回歸神話精神的學(xué)者，他的系列神話論文《童話研究》《神話和傳說》《神話的辯護(hù)》《續(xù)神話的辯護(hù)》《神話的趣味》《習(xí)俗與神話》《希臘神話》主要辨析了神話、傳說與故事、童話的不同，以及神話起源的五種學(xué)說。周作人是較早介紹人類學(xué)到中國來的學(xué)者，他運(yùn)用人類學(xué)的方法解釋神話現(xiàn)象，引領(lǐng)了現(xiàn)代神話學(xué)的研究方法。

茅盾是二三十年代系統(tǒng)研究神話的第一人。他的神話研究論著、論文主要有《中國神話研究 ABC》《北歐神話 ABC》《神話雜論》《中國的水神》《楚辭與中國神話》。他在認(rèn)同中國神話歷史化的前提下，依據(jù)民間神話傳說和先秦史料，認(rèn)為原始人的宇宙觀與神話觀是因其生活的自然環(huán)境和社會環(huán)境的不同而變化的，楚人的浪漫與亞熱帶叢林、山地、大江大河不無關(guān)系。在《中國神話研究 ABC》中，作者比較完整的梳理了中國神話的幾個母題，采用比較神話學(xué)的方法，以希臘、北歐的神話為參照系，比較簡潔地整理了中國古代神話，初步建立了中國的神話體系。茅盾早期的神話學(xué)研究在一定程度上還影響了他的創(chuàng)作，有研究指出他的《蝕》三部曲在內(nèi)容和結(jié)構(gòu)上都受到北歐神話的影響。此外，還有黃石、謝六逸、林惠祥、鐘敬文、汪倜然等都對中國原始神話進(jìn)行了初步的研究。20 世紀(jì)初，中國神話及神話學(xué)研究從無到有的迅速搭建過程，清晰地說明神話對社會文化發(fā)展的重要性。

神話“脫穎而出”的歷史發(fā)掘，“激發(fā)了現(xiàn)代中國學(xué)者的民族文化意識,滿足了中國現(xiàn)代學(xué)者?希臘有,世界有,中國也有?的民族文化虛榮心……一批又一批中國學(xué)者始終不斷地重新構(gòu)擬中國漢語神話之原始形態(tài)的努力

[14]正與此文化比較所引發(fā)的民族性?怨恨?有關(guān)”，而體系神話的建構(gòu)，在一定程度上解除了現(xiàn)代知識分子的文化焦慮，也解決了中西平等對話的文化觀念。

參考文獻(xiàn)

[1] [2] [3] [4] [5] [6] [7] [8] [9] [10] [11] [12] [13] [14] 董作賓.為《民間文藝》敬告讀者[A].苑利.二十世紀(jì)中國民俗學(xué)經(jīng)典（學(xué)術(shù)史卷）[C].社會科學(xué)文獻(xiàn)出版社，2002.296.胡適.整理國故與打鬼（給浩徐先生信）[A].胡適文集（第四卷）[C].北京：北京大學(xué)出版社，1998.118.方錫德.中國現(xiàn)代小說與文學(xué)傳統(tǒng)[M].北京：北京大學(xué)出版社，1992.14.胡適.先秦名學(xué)史[A].胡適.胡適全集（第五卷）[C].合肥：安徽教育出版社，2003.11.周作人.歐洲文學(xué)史[M].石家莊：河北教育出版社，2001.5.譚桂林.人與神的對話[M].合肥：安徽教育出版社，2004.2.梁啟超.歷史與人種之關(guān)系[A]梁啟超經(jīng)典文存[C].上海：上海大學(xué)出版社,2003:210.觀云.神話歷史養(yǎng)成之人物[A].馬昌儀.中國神話學(xué)文論選萃[C].北京：中國廣播電視出版社，1994.18-19.魯迅.破惡聲論[A].魯迅全集（第八卷）[C].北京：人民文學(xué)出版社，2005.25-41.夏曾佑.上古神話[A].馬昌儀.中國神話學(xué)文論選萃[C].北京：中國廣播電視出版社，1994:21-26.吳宓.空軒詩話[A].呂效祖.吳宓詩及其詩話[C].西安：陜西人民出版社，1992：263.魯迅.中國小說史略[A]魯迅.魯迅全集（第九卷）[C].北京：人民文學(xué)出版社，2005.20-24.胡適.白話文學(xué)史[M].上海：上海古籍出版社,2006.47.呂微.傳統(tǒng)經(jīng)學(xué)與現(xiàn)代神話研究[J].廣西民族學(xué)院學(xué)報，2003,(9).

第五篇：三菱汽車廣告

三菱汽車廣告

在該廣告的制作中，廣告首先運(yùn)用了一種故事性的情節(jié)式制作技巧。廣告通過女兒在上班時，給父親打電話告訴由于加班不能回家為開端，于是在整個廣告過程中通過以女兒回憶父親在自己小時候和讀大學(xué)時堅持要接自己回家的回憶過程為線索，從而向受眾傳遞了一種父愛以及女兒對父親的愛的深深感動的情感訴求，傳達(dá)出了一種家庭倫理觀念。同時，在整個廣告中，廣告運(yùn)用了一種復(fù)現(xiàn)式敘述的蒙太奇表現(xiàn)手法，不僅充分的將廣告中的敘述片段插敘式的連貫了起來，也充分的將廣告中的情感訴求淋漓盡致的展現(xiàn)給了受眾。最后就是在整個廣告中，廣告的音樂配合，跌宕起伏，與畫面的共同組合，從側(cè)面為廣告的主題表現(xiàn)了出來，也表達(dá)了廣告的情感，尤其是廣告中音樂的旋律，更是將廣告的情感訴求更加完美的將受眾帶進(jìn)了一種感情訴求中。因而整個廣告中的情感同時也運(yùn)用了廣告?zhèn)惱韺W(xué)中的心理學(xué)理論，給人通過生活中的實(shí)際和真誠情感的心里活動，于是從心里上來打動消費(fèi)者，把父愛這種心理情感向受眾訴說，讓人對產(chǎn)品有了一種親切的感覺，從而從心理上去引導(dǎo)消費(fèi)者，給消費(fèi)者通過心理情感的訴求，最后使消費(fèi)者產(chǎn)生滿足感，產(chǎn)生想象，最終產(chǎn)生購買產(chǎn)品的欲望并付諸購買行動。同時廣告中最后一句廣告語“三菱汽車，全省一百六十四個家，歡迎您隨時回家”，這句廣告語也前后符合了廣告主題，符合廣告中訴求的情感形象，因而更令人有一種親切之感，襯托了廣告主題，成為了廣告成功之處的又一亮點(diǎn)，也為廣告中的家庭倫理觀念增加了一份親切而具有說服力的觀念。