發(fā)布時(shí)間：2018-03-16 09:27

  本文選題：廣告語言　切入點(diǎn)：廣播廣告語言　出處：《云南師范大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：在現(xiàn)代社會(huì)中國,廣告已經(jīng)延伸到我們生活的各個(gè)領(lǐng)域:報(bào)紙、電視、廣播、網(wǎng)絡(luò)等都有廣告的身影。廣告已經(jīng)成為生活中的一種文化現(xiàn)象。而在廣播廣告中,語言又是一個(gè)更加重要的范疇,基于廣播平臺(tái)本身傳播特點(diǎn)和傳播的方式,語言已經(jīng)成為了廣播廣告的核心因素。對(duì)于廣播廣告語言的研究,主要集中在語音、語句、語法、修辭、語用、英漢廣告等方面的分析和論證,也有一些研究將廣播廣告語言結(jié)合社會(huì)學(xué)、營銷學(xué)、心理學(xué)等學(xué)科知識(shí)研究,但是把廣播廣告語言傳播方式和傳播策略作為研究對(duì)象的內(nèi)容較少。本文以云南人民廣播電臺(tái)廣播廣告為研究對(duì)象,圍繞廣播廣告語言的主體,傳播內(nèi)容、傳播方式、傳播策略實(shí)施、傳播策略效果幾個(gè)方面進(jìn)行研究。本文共分為五個(gè)部分進(jìn)行論述:第一部分“引言”,在這個(gè)部分中包括該課題的選題緣由,該研究在學(xué)術(shù)領(lǐng)域的學(xué)術(shù)價(jià)值和研究意義,本文的語料來源、研究方法和研究思路等。第二部分“廣告語言與廣播廣告語言”通過廣告語言和廣播語言的概述的基礎(chǔ),進(jìn)一步的引申出和發(fā)現(xiàn)廣播廣告語言和廣播廣告語言的傳播效果。第三部分“云南臺(tái)廣播廣告語言傳播方式”。在對(duì)云南人民廣播電臺(tái)廣播廣告收集到的語料的分析的基礎(chǔ)上,分別從云南臺(tái)廣播廣告語言傳播形式和傳播方法兩個(gè)方面進(jìn)行展開和分析。第四部分“云南臺(tái)廣播廣告語言傳播方式的相關(guān)對(duì)策”分別從傳播過程中的傳播者、受眾、話語表達(dá)、傳播效果等方面一一分析闡明廣播廣告語言傳播策略的存在和運(yùn)用。對(duì)廣播廣告語言傳播過程中的問題具體的事例具體的分析其存在的問題和成因,同時(shí)也能針對(duì)廣播廣告語言傳播策略特點(diǎn)和規(guī)律分析具體對(duì)的對(duì)策。
[Abstract]:In modern China, advertising has extended to all fields of our life: newspapers, television, radio, network and so on. Advertising has become a cultural phenomenon in life. Language is also a more important category. Language has become the core factor of broadcast advertising based on the broadcasting platform's own characteristics and modes of communication. The study of broadcast advertising language mainly focuses on pronunciation, sentence, grammar, etc. The analysis and argumentation of rhetoric, pragmatics, English and Chinese advertising, and some studies combine the language of broadcast advertising with the knowledge of sociology, marketing, psychology and so on. However, the content of broadcasting advertising language communication mode and communication strategy is less. This paper takes Yunnan people's Radio broadcast advertising as the research object, around the main body of broadcast advertising language, communication content, communication mode, This paper is divided into five parts: the first part is "introduction", in this part, the reason of the topic is included. The academic value and significance of this study in the academic field, the source of the corpus, the research methods and research ideas, etc. The second part, "Advertising language and broadcast Advertising language", is based on the overview of Advertising language and broadcast language. The third part, "the mode of communication of Yunnan Radio broadcast advertising language". Based on the analysis of the data collected from the broadcast advertisements of Yunnan people's Radio Station, From two aspects of communication form and method of broadcasting advertising language of Yunnan Radio respectively. Part 4th, "the relative Countermeasures of the Communication Mode of Yunnan Radio advertisement language", respectively from the communicator and audience in the process of communication, This paper analyzes the existence and application of the communication strategy of broadcast advertising language from the aspects of discourse expression and communication effect, and analyzes the existing problems and causes of the problems in the process of broadcasting advertising language communication. At the same time, it can also analyze the specific countermeasures according to the characteristics and rules of broadcast advertising language communication strategy.
【學(xué)位授予單位】：云南師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：G222

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