本文選題：兒童　切入點：成年人　出處：《廣州大學》2011年碩士論文　論文類型：學位論文

【摘要】：本文研究內容為兒童廣告語和成年人廣告語特點上的共性和不相同之處,同時針對當前越來越嚴重的兒童廣告語成人化現(xiàn)象加以剖析,嘗試為解決兒童廣告語成人化問題進行一定的思考并提出解決方案。本研究采用比較研究、實例分析等方法,在研究過程中,主要收集面向兒童投放的食品類、日用品類商品廣告語料,以及面向成年人投放的食品類、日用品類商品廣告語料。 本文研究的創(chuàng)新之處,在于把兒童廣告和成年人廣告放在同一個主題或者同一個平面上進行同類對比,從語言的韻律、詞匯、語法和修辭多角度探究兒童廣告中的語言現(xiàn)象與規(guī)律,觀察它們的異同,進行審視、比較和思考兒童廣告語成人化問題。這既是研究的重點也是難點。 通過收集和比對后發(fā)現(xiàn),兒童廣告語與成年人廣告語有很多共同之處,如講究平仄韻律的和諧,多用押韻呼應和疊音加強手法；大量使用口語和使用單音節(jié)動詞；常用單句、省略句；適當使用修辭手法等。存在的差異有：兒童廣告語運用平仄、諧音手法較少；重口語化、表述較為淺顯,少用熟語；修辭比較單一等。而成年人廣告語使用平仄、諧音較多；重生活化,口語詞匯繁多,常用熟語和雙音節(jié)動詞；使用簡單的復句和非主謂句；修辭比較豐富等特點。在此基礎上,筆者歸納了兒童廣告語言成人化的表現(xiàn),包括詞匯誤用和表意錯位現(xiàn)象,分析了觀念上、言行上的負面影響以及成人化的原因：填鴨式教育方法、傳統(tǒng)的望子成龍價值觀等。在遵循兒童語言發(fā)展規(guī)律,正視兒童廣告語言和成年人廣告語言存在的差異的前提下,本研究的解決方案是重視家庭教育、同伴教育和學校教育,培養(yǎng)兒童正確的審美觀；改變“兩張皮”現(xiàn)狀；使廣告從業(yè)人員改進設計理念,還原童聲童趣等。
[Abstract]:This paper focuses on the similarities and differences between children's advertising language and adults' advertising language, and analyzes the phenomenon of children's advertising language becoming more and more serious at present. In order to solve the problem of Advertising Advertising, the author tries to put forward some solutions. In the course of the research, we mainly collect the food items for children, by means of comparative study, case analysis and so on. Commodity advertising materials, as well as adult food, commodity advertising materials. The innovation of this study is to compare children's advertisements with adult advertisements on the same subject or on the same plane, from the prosody and vocabulary of language. It is not only the focal point but also the difficulty to probe into the linguistic phenomena and rules in children's advertisements from grammar and rhetoric, observe their similarities and differences, examine, compare and think about the problem of children's advertising idiom. Through the collection and comparison, we find that children's advertising language and adult advertising language have a lot in common, such as paying attention to the harmony of flat and regular rhyme, using rhyme echo and repeating sound strengthening technique, using oral English and monosyllabic verbs, and using single sentence, Ellipsis sentence; proper use of rhetorical devices, etc. The differences are as follows: children's advertising language uses flat and narrow, homophonic language is less; emphasis on colloquial language, simple expression, less use of idiom; rhetoric is relatively simple; and adult advertising language is flat, narrow, and so on. There are more homophonic sounds; rebirth and activation; many spoken words, common idioms and dicyllabic verbs; simple complex sentences and non-subject-predicate sentences; rich rhetoric. On this basis, the author summarizes the adult expression of children's advertising language. Including misuse of vocabulary and mismatch of ideographic meaning, this paper analyzes the negative effects of concepts, words and deeds and the reasons for adulthood: the method of spoon-feeding education, the traditional values of "hope for children", etc. It follows the law of children's language development. On the premise of facing up to the differences between children's advertising language and adults' advertising language, the solution of this study is to pay attention to family education, peer education and school education, to cultivate children's correct aesthetics, to change the present situation of "two skins"; Advertising practitioners to improve the design concept, restore children's voice childlike, and so on.
【學位授予單位】：廣州大學
【學位級別】：碩士
【學位授予年份】：2011
【分類號】：H052

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