全球化与文化移植

内容概要

　　曾立人，博士，浙江师范大学校聘教授、浙江师范大学外国语学院硕士生导师、计算机辅助翻译研究所所长。1996年获得美国University of Guam英语作为外语教学硕士学位，2000年获得美国OhioState University跨文化和视觉传播学博士学位。曾任美国Pacific Daily News日报社英文编辑、加拿大MountRoyal University传播系副教授、中国美术学院传媒动画学院图像研究中心主任、美国探索频道旗下How Stuff Works International公司北京分公司制作总监、美国著名翻译公司Lionbridge北京分部语言质检经理等职。主要研究方向为计算机辅助翻译、本地化和翻译校企合作。

书籍目录

IntroductioGoals of the Book Theoretical Reasons for Country and Time Period SelectionPragmatic and Personal ReasonsSelection ofTime PeriodProblem StatementLiteratu re ReviewTheories of GlobalizationThe Modernization PerspectiveThe Dependency PerspectiveThe World-system PerspectiveGlobalizationCultural Dependency and Cultural-media ImperialismTheories oflntercultural CommunicatioCulture DefinedHofstede's Four DimensionsTime PerceptionHall's Context FrameworkYum's In- and Out-Group DifferentiationBernstein'sElaborated andRestricted CodesCulture and Advertising ,The Critics ofAdvertisingThe Advocates ofAdvertisingAn Interactive Model ofAdvertising, Society and CultureMethods forAnalyzing AdvertisementsContent Analysis as a Research MethodSemiotics as a Research MethodThe Semiotic System ofAdvertisementsDyer's Three-IevelAdvertisementAnalysis FrameworkLeiss et al's Basic Advertising Format FrameworkInteractive Meaning FrameworkHypotheses and Significance ofthe StudyFormat Analysis HypothesesSocio-cultural and Ideological Analysis HypothesesCultural AppealsI deological Analy sisHypothesis on the Impact ofGlobalizationMethodological ContributionContributions to Theory-building in Different AreasResearch MethodologyGeneral DesignMagazineSelectionSamplingSchemeData CollectionMeasurement Instrument and Coding ProceduresReliability TestsResultsFormat AnalysisNumber ofAds in Each Magazine IssueLayout Size of Each AdPictoriaUText Ad RatioBasic Advertising FormatCulturaIAppealsIdeologicalAnalysisDepiction ofWomenMinorityDepictionContactSocial DistanceAttitudeModalityConclusions and DiscussionsFormat Analysis and ImplicationsReferences

作者简介

《全球化与文化移植:中美广告对比研究视角下的中国文化变迁》通过对1979-1998年间中国和美国流行杂志的5737幅随机抽样的图片广告进行分析，发现在改革开放后的二十年间，全球化仅造成了部分文化移植：在广告的技术制作、专业标准和部分卖点上，中国广告不断向美国广告靠拢；但是在广告的深层次文化理念和文化表征上没有显著变化。本书在此基础上提出了中西方文化不同的信息传播模型。

图书封面

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