Qing and Li Appeals in Chinese Advertising:A Pilot Study that Shifts from Etic to Emic View
- 新闻传播－已发表论文 
本文对情和理两个概念从中国文化"主位"的视角进行了厘清,将之与西方文化"非位"的视角区别开来。西方的情指向自我;而中国的情是指向他人。西方的理注重逻辑推理、遵循科学方法,与情对立;而中国的理注重明德格物、情理交融、达致中和。本文初步验证了中国广告中情理诉求的三大特征:涉及道德议题;与当时的社会环境结合才能把握广告的深层含义;借助一个生活片段,折射人的天性,逾越人与人之间的差异,感动人心。【英文摘要】This paper clarifies Chinese‘Qing and‘Li concepts,which are often mistranslated as‘emotionality and‘rationality from Western etic view.Emotionality in Western culture is often directed to self,but Qing in Chinese culture is often directed to others.Rationality in Western culture, which is opposite to emotionality,pays more attentions to logical reasoning and scientific methods.But Li in Chinese culture,which is supplemented with Qing,focuses more on expressing clear virtue and investigating things to reach equilibrium and harmony. As a pilot study, this paper validates three characteristics of Qing and Li appeals in Chinese advertising. First, moral issues are involved. Second, the deep-seated meaning of advertisements can only be understood in temporal social contexts. Third, a life slice is often used to reflect human natural tendencies, which could get across the individual differences and touch the heart of Chinese consumers.
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