中西方杭州旅游形象宣传片中文化意象的比较研究

本文以由中西方摄制组拍摄的三组杭州旅游宣传片：中版的《杭州品质生活之城》、BBC版《微笑之城幸福之都》和美版《心中的神秘》作为文本，对三组宣传片中涉及到的杭州的文化意象进行比较研究。通过对三组宣传片的对比，本文把分析重点集中于中西方摄制组都给以重点展现的物象“茶”“水”“塔”所展现的不同文化意象，并挖掘产生这些意象差异的文化源头。中版宣传片的“茶”是人与道沟通的桥梁、西版宣传片中的“茶”是中西方交流的使者；中版宣传片中“水”是静谧的，人以水为师，西版宣传片中的“水”是跃动的，人与水相逐；中版宣传片“重”雷峰塔“轻”保俶塔，西版宣传片则恰恰相反：这些文化意象的差异实质是源于中西方审美观、天人观等的差异。本文通过对中西方杭州旅游形象宣传片文化意象的对比分析和文化溯源，以期展示并强调城市旅游宣传片在制作时，针对不同文化背景的受众进行文化分析的重要性和组建一个具有跨文化视角的团队的必要性，希望对以后中国城市的各类形象宣传片的策划和制作提供一些借鉴。

关键词：杭州；形象宣传片；文化意象；

A Comparative Study on the Cultural Images in Hangzhou TVCs

Abstract: In the age of media, if a tourism city wants to survive in fierce competition, it should make and broadcast high quality tourism TVCs. This article chooses three sets of Hangzhou tourism TVCs respectively made by BBC crew, American crew and Chinese crew as texts and focuses on analyzing the cultural images of “tea”, “water”, “Buddhist pagoda” in different versions of Hangzhou tourism TVCs. The article finds that the cultural images of the three are distinct in TVCs made by crews of different cultural backgrounds. The “tea” is regard as the bridge which connects the “Tao” and people in TVC made by Chinese crew, while the “tea” is regard as the bridge which connects the Westerners and Easterners in TVC made by BBC; the cultural image of “water” in Chinese version is serene and peaceful, people tent to stare at water and learn from water, however, water is dynamic and full of power in the western versions and people are inclined to play with water and conquer water; Chinese crew are fond of the new and resplendent Leifeng Pagoda with its cylinder configuration, by contrast, the western crew prefer the old-looking Baochu Pagoda with some characteristics of Gothic architecture. All the differences in cultural images of “tea”, “water”, “Buddhist pagoda” between west and east Hangzhou tourism TVCs are like a mirror reflecting the diversities of cultural roots of the west and east. Based on that, the author wants to emphasize the importance of specialising and doing some research on their cultural and aesthetics tastes of the TVC viewers. Moreover, the author suggests that in making tourism TVCs which aim at foreign viewers, we should build up a crew which contain native people who know the viewers’ taste and people from China who can offer the precise and accurate information and interpretations of the images in Chinese culture. 

Keywords: Hangzhou; TVC; cultural image

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