本文關(guān)鍵詞： 網(wǎng)絡(luò)廣告 詞匯特征 詞類 構(gòu)詞法　出處：《北京林業(yè)大學(xué)》2007年碩士論文　論文類型：學(xué)位論文

【摘要】： 隨著社會經(jīng)濟的發(fā)展廣告已經(jīng)滲透到人們生活的各個方面。消費者每日面對來自于報紙、雜志、電視、廣播等媒介的大量廣告,其中網(wǎng)絡(luò)是發(fā)展最快、最有潛力的新興廣告媒體。一則成功的網(wǎng)絡(luò)廣告離不開根據(jù)廣告目標而設(shè)計的廣告形式,也不能沒有聲音、動畫、圖片等非語言手段的襯托,但是,廣告內(nèi)容的信息載體-網(wǎng)絡(luò)廣告語言是決定消費者是否點擊廣告的重要因素。網(wǎng)絡(luò)廣告語言并不是一般的文學(xué)語言和應(yīng)用文語言,它有著自身的特點和規(guī)律。作為一種特殊的語言現(xiàn)象和語言運用模式,值得進行專門深入的剖析和研究。 本文主要從詞類和構(gòu)詞法的角度分析了網(wǎng)絡(luò)英語廣告詞匯的特點。文章所收集的網(wǎng)絡(luò)廣告實例大部分采集于家用產(chǎn)品的英文主頁(如:www.IBM.com,www.NOKIA.com,www.MOTOROLA.com,www.NESCAFE.com,www.HONDA.com等)。 本研究的創(chuàng)新之處在于:第一,研究語言的鮮活性,收集的語料全部是2006年4月之后在上述家用產(chǎn)品英文主頁上出現(xiàn)的廣告;第二,研究的系統(tǒng)性,文章較系統(tǒng)地分析歸納了網(wǎng)絡(luò)英語廣告的詞類和構(gòu)詞特征;第三,研究的針對性強,文章總結(jié)了網(wǎng)絡(luò)英語廣告區(qū)別于其它廣告形式的特有的詞匯特征。 通過研究發(fā)現(xiàn),在網(wǎng)絡(luò)英語廣告中的名詞、動詞、形容詞、人稱代詞有著其獨特的詞匯特征;復(fù)合法、詞綴法、縮略法(包括截短詞、首字母縮略詞、首字母拼音詞和拼綴詞)和杜撰新詞是網(wǎng)絡(luò)英語廣告中最為活躍的構(gòu)詞方法。 本研究有助于語言學(xué)習(xí)者和研究者更好地掌握網(wǎng)絡(luò)廣告語言的特點和規(guī)律,提高語言研究者對網(wǎng)絡(luò)廣告的理解與欣賞水平,并對廣告創(chuàng)作有一定的指導(dǎo)意義。
[Abstract]:With the development of the advertising social economy has penetrated into all aspects of people's lives. Consumers face daily from newspapers, magazines, television, radio and other media advertisements, the network is one of the fastest, most promising emerging advertising media. A successful web advertisement cannot do without according to the goal of advertising design forms of advertising, can not sound, animation, background, pictures and other non linguistic means but the information carrier - advertising content network advertising language is an important factor in determining whether consumers click on ads. Network advertising language is not a general literary language and the language, it has its own characteristics and rules. As a special language phenomena and patterns of language use, specially worthy of in-depth analysis and research.
This article mainly from the perspective of word formation and lexical category analysis of the characteristics of network advertisement language. The collection of network advertising examples collected from most household products English page (such as: www.IBM.com, www.NOKIA.com, www.MOTOROLA.com, www.NESCAFE.com, www.HONDA.com).
The innovation of this research lies in: first, fresh language study, the corpus collected all after April 2006 in the household products English ads that appear on the page; second, the system of research, this paper systematically analyses and summarizes the lexical category and word formation characteristics of English advertising network; third, the research targeted. This paper summarizes the specific lexical features of English advertising network is different from other forms of advertising.
The study found that the noun in the network advertisement in English verbs, adjectives, pronouns has its unique lexical features; compounding, affixation, abbreviations (including truncated words, acronyms, initials and Pinyin word portmanteau words) and neologism formation method is the most active network in English advertisements.
This study is helpful to language learners and researchers to better grasp the characteristics and rules of network advertising language, improve language researchers to understand and appreciate the level of network advertisement, and has certain directive significance to the advertisement creation.

【學(xué)位授予單位】：北京林業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2007
【分類號】：H315

【引證文獻】

相關(guān)碩士學(xué)位論文 前2條

1 李麗;漢語網(wǎng)絡(luò)條幅廣告語言特點及其概念整合分析[D];北京林業(yè)大學(xué);2011年

2 陳玲;中國網(wǎng)絡(luò)廣告中英漢語碼轉(zhuǎn)換的順應(yīng)性研究[D];北京林業(yè)大學(xué);2013年

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本文編號：1516716