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1、Nanchang Institute of TechnologyResearch Proposal of GraduationThesisEn glish Title Visual Culture in English AdvertisementsChin ese Title浅析英语广告中的视觉文化Name ZhangHanMajor13 EnglishNo.2013103506Adviser Peng DuanyingDate2016年12月14号School of Foreign LanguagesTitleVisual Culture in En glish Advertiseme nt

2、s1. Purpose & Significance of ResearchUn der the in flue nee of the gradual cha nge of con temporary culture to visual culture, the advertiseme nt dissem in ati on prese nts the obvious visual characteristic: The performa nee of advertising is more visual, in the past, the application of visual

3、information has strong realism, now the advertising content is reduced, and the infectious visual information appears.Ads become to pay more attention to visual impact. Therefore, this paper analyzes the visual culture in En glish Advertiseme nts. In order to clarify the relati on ship betwee n the

4、En glish Advertiseme nts and the visual culture, so as to provide a refere nee for the further development of En glish advertis ing.Based on the an alysis of visual culture in En glish advertis ing creative, the n rec on sider the relati on ship betwee n advertis ing En glish and Western culture, an

5、d the n use the typical case of different advertising illustrations, exploring the traditional and popular cultural information in the form of visual forms of advertis ing creativity, and explai ning the two compleme ntary role in En glish advertis ing.2. Literature ReviewYang Peng (2008) studied th

6、e relati on ship betwee n advertis ing and culture from the perspective of the relati on ship betwee n advertis ing origi nality and visual culture. He believes that the visual text and text ads reflect each other, complement each other, reflecting the importanee of visual elements in advertising cr

7、eation and teaching in English. This provides a theoretical basis for the research in this paper.Barroso Cristina S,Rodriguez Dianeth,Camacho Perla L (2012) believed that advertising is a bus in ess category. But in rece nt years, the academic circles pay more atte nti on to the relati on ship betwe

8、e n advertis ing and social culture. Since the sec ond half of the twen tieth century, because of the utilitarian cultural market highlights, the cultural tension of advertising itself is also strengthening. Therefore, the author believes that it is necessaryto study the relati on ship betwee n En g

9、lish advertiseme nts and visual culture.Thus, in English advertising can not be separated from the visual culture, for this reason, the author mainly on the visual culture in En glish advertis ing in the role of in-depth inquiry.3. Research Content & MethodologyResearch Content:This paper mainly

10、 studies the visual culture in En glish advertiseme nts. First of all, this paper in troducesthe research background and the purpose and significanee of the study, as well as the research ideas.Secon dly, this paper an alyzes the releva nt content of visual culture. Fin ally, the author also an alyz

11、es the problems of advertiseme nt creati on un der the visual cultural environment.IntroductionChapter one An Overview of Visual Culture and English Advertising1.1 The meaning and characteristics of visual culture1.1.1 The meaning of visual culture1.1.2 The characteristics of visual culture1.2 The d

12、evelopme nt history of En glish advertis ing1.2.1 The orig in of advertis ing1.2.2 Defin iti on of advertis ing1.2.3 The function of advertis ingChapter two Forms of expression in English advertising2.1 News type2.2 Questi on type2.3 Con trast typeChapter three The influence of visual culture enviro

13、nment on advertising communication3.1 Advertis ing com muni cati on to the visual turn3.2 The n egative in flue nee of in tersect ion and separati on of visual image and objective reality3.3 The reas ons for the visual turn of advertis ing com muni cati onChapter four Several Problems in Advertiseme

14、nt Creation under Visual Cultural Environment4.1 Sticking to vision as the center in advertising originality4.2 Atte ntio n to the use of visual symbols in in tercultural advertis ing com muni cati on4.3 Emphasis on the use of "words"ConclusionBibliographyMethodology:First of all, through

15、the study of predecessors, in-depth un dersta nding of En glish advertis ing and its visual culture characteristics, and analysis of research results at home and abroad, contrasting different views, and the n an alyze the contents of this study. Fin ally, the author puts forward some suggesti ons on

16、 the creati on of En glish advertiseme nts on the releva nt content of visual culture.4. Research Objectives, Features & ScheduleResearch Objectives：Visual culture plays an importa nt role in En glish advertiseme nts. Through the an alysis of the visual culture eleme nt contains En glish adverti

17、seme nt creativity can help the readers to thi nk about the relati on ship between advertising English and Western culture, and further explore the traditional and popular culture information through the visual text in the form of advertising creative role.Schedule:During Nov. 27ththto Dec. 3 , choo

18、se the topic and finish the research proposal.From Dec.18th to Dec. 31th, The orga ni zati on of the ope ning report and revise the ope ning report .Before Feb. 15： Finish writing the first draftFrom Feb.26th to Mar. 4 th, Initial checkBefore Mar. 18th, Submit the first draftFrom Apr.2 th to Apr. 15

19、 th,Interim checkBefore Apr. 15 th, Review and modifyAdviserDate:5. Bibliography1 Barroso Cristina S,Rodriguez Dianeth,Camacho Perla L. Saturday Morning Television Advertisements Aired on En glish and Spanish Lan guage Networks along the Texas-Mexico Border.J. Jour nal of Applied Research on Childre

20、n,2012(01):22.2 CHERYL WEI - YU CHEN. The mixing of English in magazine advertisements in TaiwanJ. WorldEnglishes,2006(10):253 - 4.3 Ling XIANG . On the Pun in English AdvertisementJ. Canadian Social Science,2006(06):22.4 MARINELGERRITSEN,CA THERINE NICKERSON,ANDREU VAN HOOFT,FRANK VANMEURS,ULRIKE NEDERSTIGT,MARIANNE STARREN,ROGIER CRIJNS. En glish in product advertisements in Belgium, France, Germany, the Nether