日本研究

电视广告既承担着产品宣传的功能,又潜移默化地影响着公众的道德意识、审美意识和价值取向。中日两国一衣带水,自古以来在经济文化方面有着广泛的交流与合作,对本国电视广告的监控和管理都十分重视。本文以中日电视问题广告为切入点,首先通过选取中日典型案例,从涉及性别歧视、性暗示、民族情感及导向偏差四个方面,对中日电视问题广告进行归类比较分析;其次,从文化观念等方面进行比较,探究其问题成因;最后,从比较分析中得出启示:提出关于求同存异、取长补短,加强对异国文化交流和认知、增进尊重和包容,积极借鉴优秀文化创意,完善中国电视广告管理体系等建议。本研究对促进我国广告产业发展具有一定参考意义。

TV advertisement not only undertakes the function of product publicity, but also influences the public's moral consciousness, aesthetic consciousness and value orientation subtly. Close to each other, China and Japan have had extensive economic, cultural exchanges and cooperation since ancient times who both have attached great importance to the monitoring and management of domestic TV advertisements. This paper starts with the problematic TV advertisements in China and Japan. First, it enumerates typical cases, from four aspects that includes gender discrimination, sexual innuendo, national emotion and orientation deviation. Secondly, it explores the causes of the problems from the aspects such as cultural concept and management concept; Finally, the comparative analysis leads to inspiration: to make suggestions including seeking common ground while reserving differences, learning from each other's strengths to make up for their weaknesses, strengthening foreign cultural exchanges and cognition, enhancing respect and tolerance, actively learning from the excellent cultural creativity, and improving China's TV advertising management system, which have certain reference significance for promoting the development of advertising industry in developing countries.