耶鲁和北大宣传片观后感(中英文).docx

1、简论中美文化差异以耶鲁大学和北京大学的形象宣传片为例A Brief Discussion on Sino - American Cultural DifferencesA case study of Yale University and Peking Universitys image videos专业： 学号： 姓名：Major:XXX Student ID:123456789 Name:XXX摘要：全球化背景下，文化交流日趋频繁，向世界有效地传播积极的形象成为各著名高校的重要任务。宣传片是传播学校形象最直观的方式，在文化传播与交流的过程，各国大学的宣传片都会受到文化及心理因素等方面的影响

2、。本文希望通过对北京大学和耶鲁大学的宣传片的比对，来更好地理解两国文化的差异。Abstract:Under the background of globalization, cultural exchanges become more frequent, effective dissemination of a positive image as an important mandate of the famous universities of the world.Promo is spread most intuitive way to university image, in the p

3、rocess of cultural transmission and exchange, national universities will be affected promo cultural and psychological aspects.In this paper, I hope to better understand the cultural differences between Peking University and Yale University by comparing the films.关键词：形象宣传片 文化差异 文化交流Key words:Image vi

4、deos Cultural difference Cultural exchange学校形象是反映在媒介和人们心理中的对于一所高校的历史、现实、文化、生活方式以及价值观的综合印象，对于展现本校特色，传播特有文化，树立学校形象的作用越来越重要。北京大学（简称“北大”）推出形象宣传片以积极的姿态向世界展示自我；美国耶鲁大学（简称“耶鲁”）在世界各地的宣传更是遍布各地。本文通过对这两所著名大学宣传片的分析与比较，来发掘中美两国人民在审美情趣、语言习惯、思维方式、肢体语言等诸多方面存在着的不同。这些不同将促使我们更客观地看待中美文化差异，从而更加努力地推动不同文化间的交流。The school ima

5、ge is a comprehensive reflection of the history, reality, culture, lifestyle and values of a university reflected in the media and peoples minds.It is increasingly important for the university to show the characteristics of the spread of the unique culture, establish the image of the role of the uni

6、versity.Peking University（abbreviation:PKU）launched image video with a positive attitude to the world to show themselves,and Yale University（abbreviation:Yale） propaganda around the world is everywhere.Through the analysis and comparisons of these two famous university videos, I will explore the dif

7、ference of aesthetic taste, language habit, mode of thinking, body language and other aspects of the Chinese and American people.These differences will make us a more objective view of Sino-US cultural differences, so as to make more efforts to promote exchanges between different cultures.1.文化差异的表现T

8、he performance of cultural differences1.1审美情趣：神似形似The differences of aesthetic taste: spiritual similarity-appearance similarity中国人的审美注重神似多于形似，意境在中国人的观念中占有很大比重，如中国国画的主题需要揣测；美国人重视形似多于神似，追求实在的表达与美，如西方油画非常要求逼真。北大形象宣传片试图用简洁的画面概括中国文化的博大精深，既古典又现代，既传统又开放，出场人物都含蓄而低调，背景深沉且安静，隐藏含义需要观者自己挖掘、体会，其背景音乐选择的是悠远而深长的古筝

9、等传统乐器。耶鲁是直接把学生的笑脸通过打招呼的方式堆叠在观者面前，逼真地展示每个人的表情，背景欢快且明亮，告诉世界我们欢迎你，追求实在的表达。Chinese peoples aesthetic focus than the appearance quite similar, the mood in China account for a large proportion of peoples minds, such as Chinese painting subject matter requires speculation.Americans pay attention to the app

10、earance of more than likeness, the pursuit of truth and beauty of expression, such as the requirements of Western painting is very realistic.The image of PkU, with a simple TV screen summarizes the broad and profound Chinese culture, both classical and modern, both traditional and open, played chara

11、cters are subtle and low-key, deep and quiet background, hidden meaning requires the viewer to tap their own experience, the background music Is the long and deep Gu Zheng and other traditional instruments.Yale is directly to the smiling faces of students by way of song and dance in front of the aud

12、ience stack.It vividly shows each persons face, bright and cheerful, telling the world that we welcome you and pursue the expression of reality.1.2语言风格：含蓄直白The differences of language styles：veiled-straightforward中国人比较内敛，在表达方面仍含蓄委婉，通常不会直接表达自己的意图，而是借助当时所处的特定情境表达含义；美国人的表达方式直来直去，语言直白。因此，北大的形象宣传片中过多需意会的

13、内容，其实并不适合在欧美这些低语境文化的国家进行传播。对于美国学生而言，耶鲁大学这种写实派的宣传或许比写意派更有效，也更能传达思想道德和追求自由、公平、正义的价值理念。Chinese people are more introverted, very veiled expression.They usually do not directly express their intentions, but with the specific situation prevailing expression meaning.Americans often express more direct and

14、 more straightforward language.Therefore,PKUs video has too much content to be understood, in fact, its not suitable for these low-context culture in Europe and the United States to spread.For American students, Yales realist propaganda may be more effective than freehand and more able to convey ide

15、as of ethics and the values of freedom, fairness and justice.1.3思维方式：形象逻辑、综合分析The differences of ways of thinking：image-logic,integrate-analysis中国人喜欢用形象思维，通常用对比和比喻表达情感。所以北大宣传片更多的是将中国人对美的含义蕴含在出现的代表人物身上。而美国人更擅长逻辑思维，善于运用概念进行推理、分析。耶鲁的宣传片中体现的就是推理思维，即欢迎大家就要用饱满的热情与真诚的笑容。此外，中国人擅长综合性思维，习惯于将事物的各个部分联合起来考虑。北大的宣

16、传片中分别按照美丽、勤奋、创意等归纳分组，将符合这些标签的人放在一起共同展示。而美国人更习惯分析性思维，喜欢将一个完整的整体分为各个部分，对每一个部分进行分析。耶鲁的宣传片中将学生的幸福分成不同肤色、不同年龄的学生等多个部分进行独自展示。Chinese people like to use the image thinking to think, and is usually expressed emotion with contrast and metaphor.Therefore, the PKUs video will be more understanding of beauty inherent in the specific figure.Americans are better at logical thinking, good at using the concept to reasoning and ana