从跨文化视角试析荷尔德林“诗意地栖居”在中国房地产广告中的应用

发布时间：2018-10-16 12:21

【摘要】：“人诗意地栖居在大地上”是被称为“诗人中的诗人”的德国著名诗人荷尔德林晚年时期一首名为《在柔媚的湛蓝中》(In lieblicher Blaue)的诗歌里的一个诗句。这一诗句后被德国哲学家海德格尔在其著作中多次引用,并就其意义从哲学角度上进行了详细阐释,使其拥有了哲学含义。近些年来,荷尔德林这一诗句却在中国房地产广告中被广泛的应用,并取得了极大成功。针对这一文学及文化现象,各种不同看法和观点纷纷涌现。一种观点认为,在中国社会里,诗歌与房地产毫不相干；将荷尔德林的诗句应用到房地产广告中,是对这一诗句的窃用,是对荷尔德林诗歌的庸俗化。另一种观点则认为,这一现象体现了不同文化和不同语言文学在现代跨文化交际中的相融性,是跨文化文学交流融合的成功案例。本文将从跨文化交际,哲学,商品美学等角度出发,通过分析中国的历史文化社会背景,来揭示荷尔德林“诗意地栖居”在中国房地产广告应用中的成功原因,并找出其运用不合理之处。希望本文能通过对这一特殊文学现象的分析和阐释,引起大家对跨文化交际领域中,不同文化间文学交际应用这一现象的关注。
[Abstract]:"Man living poetically on the earth" is a poem of Holdrin, a famous German poet called "Poet among Poets" in his late years, a poem called "in the soft Blue" by (In lieblicher Blaue). The poem was quoted many times by the German philosopher Heidegger in his works, and its meaning was explained in detail from the point of view of philosophy, which made it have philosophical meaning. In recent years, Holdrin has been widely used in Chinese real estate advertising, and has achieved great success. In response to this literary and cultural phenomenon, a variety of different views and views have emerged. One view is that poetry has nothing to do with real estate in Chinese society. Applying Holdrin's poems to real estate advertisements is a theft and vulgarization of Holdrin's poems. Another point of view is that this phenomenon reflects the integration of different cultures and different languages and literature in modern cross-cultural communication and is a successful case of cross-cultural literary communication. From the angle of cross-cultural communication, philosophy, commodity aesthetics and so on, this paper analyzes the historical, cultural and social background of China to reveal the successful reasons of Holdrin's "poetic residence" in the application of Chinese real estate advertising. And find out its use unreasonable place. It is hoped that through the analysis and interpretation of this special literary phenomenon, this paper will draw attention to the application of intercultural literary communication in the field of cross-cultural communication.
【学位授予单位】：青岛大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G05;I516.072

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