Chinese Television Commercials Cultural Value Model Study

On the platform of the data obtained by empirical research, this dissertation, applying the theories of related criticism, establishes the model of advertising dual values of consumerism and popular cultural values, and goes deeper to analyze the influence of this model on the transformation of social awareness in China.The dissertation systematically lays out the Western related studies on advertising cultural criticism, summarizes China's study on advertising culture in the history and at present, and it points out that, since this study initiated relatively late in China, those occasional statements taken from this or that Western theory are usually unsystematic, dispersive, and chaotic, and that China's domestic study on advertising culture has its own special features but is not put in theoretical system.Having taken 800 television commercials from the 4 samples which represent respectively contemporary Chinese television commercials, American television commercials, old Chinese television commercials and audience's favorite television commercials, we use the revised Polly's Measure Frame and carry out demonstration measurement and data analysis.Based on these data and proceeding from Chinese advertising practice, we apply the theories of zero degree and deviation of rhetoric and thus describe both the model and its transformation of the cultural values of Chinese television commercials. There appear two layers of signifier-signified relationships from the signifier of the advertising text to the superficial elements of cultural values and then to cultural values in depth. The superficial elements of cultural values is characterized by diversity, while the cultural values in depth is decided by consumerist cultural values. The consumerist cultural values and popular cultural values combine into the best model-dual model, which has relatively complex mode, and transforms in accordance with different corpus.The dissertation contrasts and analyzes the differences in the models of Chinese and American advertising cultural values. While confirming that the trend of the communication of Chinese advertising values is localization and globalization, the dissertation states that the trend of localization of developing countries, which are more open-minded now, is relatively weakened whereas the trend of globalization is relatively strengthened.The dissertation summarizes the influence of this dual model on the transformation of social awareness in China. The changes of the audience's attitudestowards Chinese television commercials can be divided into three phases, namely, "highly focusing phase" ,"lowly focusing phase", and "pervading phase". Influenced by the communication of the dual value model, consumerist cultural values based on advanced consuming has been established in China. The consumerist and popular cultural values are woven together, which has been giving a negative impact on and dissolving the traditional values and thus urges the traditional cultural values to distortion.The study demonstrated in this dissertation is important in directing advertising practice. The formation of dual value model and the comparative research of the model of intercultural advertising values is supposed to offer advertisers and advertisement creators principles of choosing elements of cultural values and remind them to pay much attention to the influence of advertising cultural values on social views, shoulder social responsibility and therefore achieve a win-win game in advertising communication between market and social values.