本文選題：房地產(chǎn) + 廣告��； 參考：《河南大學(xué)》2013年碩士論文

【摘要】：房地產(chǎn)廣告語是廣告語中一個重要的分支，它融合了語音學(xué)、詞匯學(xué)、語法學(xué)、語用學(xué)、修辭學(xué)、廣告學(xué)、心理學(xué)、文化學(xué)等多個方面的知識，具有很強(qiáng)的宣傳效果和促銷功能。本文通過對房地產(chǎn)廣告語語料的分析，總結(jié)出房地產(chǎn)廣告語在語音、詞匯、修辭方面的一些特點，同時也總結(jié)出房地產(chǎn)廣告語存在的一些問題，并提出一些對策。 房地產(chǎn)廣告語在語音方面的特點是：善于運(yùn)用押韻，音節(jié)整齊，，注意平仄，節(jié)奏抑揚(yáng)頓挫，音律和諧悅耳。 房地產(chǎn)廣告語在詞匯方面的特點是：一，常用數(shù)字詞，表示房地產(chǎn)廣告語的準(zhǔn)確性；二，插用外語詞、外語字母和音譯詞，營造一種時尚的氛圍；三，喜用炫耀富貴的詞匯。 修辭格在房地產(chǎn)廣告語中出現(xiàn)頻率很高，常用的修辭格有排比、反復(fù)、比喻、對比、對偶、擬人等。通過使用修辭格，可以增加廣告語言的形象性和生動性。 目前房地產(chǎn)廣告語還存在一些問題，主要表現(xiàn)在以下幾個方面：一是語言使用不規(guī)范；二是內(nèi)容失實失真；三是價值觀扭曲；四是創(chuàng)意雷同。出現(xiàn)這些問題的原因有以下幾個方面：一是法制不夠健全；二是房地產(chǎn)廣告從業(yè)人員職業(yè)素養(yǎng)欠缺；三是買賣雙方信息占有不對等。 為了規(guī)范房地產(chǎn)廣告語、純潔語言，我們認(rèn)為今后要通過采取切實有效的措施來解決房地產(chǎn)廣告語中存在的問題。比如，國家應(yīng)該加強(qiáng)立法，完善相關(guān)法律法規(guī)；廣告從業(yè)人員要加強(qiáng)職業(yè)素養(yǎng)，自覺增強(qiáng)維護(hù)語言純潔與規(guī)范的意識，提高創(chuàng)作水平和鑒賞能力。
[Abstract]:Real estate advertising language is an important branch of advertising language, it combines phonetics, lexicology, grammar, pragmatics, rhetoric, advertising, psychology, culture and other aspects of knowledge, Has the very strong propaganda effect and the promotion function. By analyzing the corpus of real estate advertising language, this paper summarizes some characteristics of real estate advertising language in phonetic, lexical and rhetorical aspects, and at the same time summarizes some problems existing in real estate advertising language and puts forward some countermeasures. The characteristics of real estate advertising language in pronunciation are: good use of rhyme, regular syllables, pay attention to flat, rhythm cadence, harmony and melody. The features of the real estate advertising language in terms of vocabulary are as follows: first, the use of numerals to express the veracity of the real estate advertising language; second, the insertion of foreign language words, letters and transliteration words to create a fashionable atmosphere; third, the desire to show off the rich words. Rhetorical devices appear frequently in real estate advertisements. The commonly used figures of speech are parallelism, repetition, metaphor, contrast, duality, personification and so on. By using figures of speech, we can increase the vividness and vividness of advertising language. At present, there are still some problems in the advertising language of real estate, mainly in the following aspects: first, the language is not standardized; second, the content is distorted; third, the value is distorted; fourth, the creativity is the same. The reasons for these problems are as follows: first, the legal system is not perfect; second, the professional literacy of the real estate advertisement practitioners is deficient; third, the information possession between the buyer and the seller is not equal. In order to regulate the real estate advertising language, we think that we should take practical and effective measures to solve the problems in the real estate advertising language. For example, the country should strengthen the legislation, perfect the relevant laws and regulations; the advertising practitioners should strengthen their professional literacy, consciously enhance the awareness of maintaining the purity and standardization of language, and improve the level of creation and appreciation.
【學(xué)位授予單位】：河南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：H15

【參考文獻(xiàn)】

相關(guān)期刊論文 前2條

1 商學(xué)淑;周曉靜;;房地產(chǎn)廣告中存在的問題及應(yīng)對策略[J];北京建筑工程學(xué)院學(xué)報;2008年03期

2 王紹晶;廣告語言也是語言的廣告——談廣告語言的規(guī)范[J];遼寧商務(wù)職業(yè)學(xué)院學(xué)報;2002年02期

相關(guān)碩士學(xué)位論文 前1條

1 李桂群;廣告語言的變異使用及其規(guī)范研究[D];湖南師范大學(xué);2006年

本文編號：1979789