本文選題：兒童　切入點(diǎn)：成年人　出處：《廣州大學(xué)》2011年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：本文研究?jī)?nèi)容為兒童廣告語(yǔ)和成年人廣告語(yǔ)特點(diǎn)上的共性和不相同之處,同時(shí)針對(duì)當(dāng)前越來(lái)越嚴(yán)重的兒童廣告語(yǔ)成人化現(xiàn)象加以剖析,嘗試為解決兒童廣告語(yǔ)成人化問(wèn)題進(jìn)行一定的思考并提出解決方案。本研究采用比較研究、實(shí)例分析等方法,在研究過(guò)程中,主要收集面向兒童投放的食品類(lèi)、日用品類(lèi)商品廣告語(yǔ)料,以及面向成年人投放的食品類(lèi)、日用品類(lèi)商品廣告語(yǔ)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(gè)主題或者同一個(gè)平面上進(jìn)行同類(lèi)對(duì)比,從語(yǔ)言的韻律、詞匯、語(yǔ)法和修辭多角度探究?jī)和瘡V告中的語(yǔ)言現(xiàn)象與規(guī)律,觀察它們的異同,進(jìn)行審視、比較和思考兒童廣告語(yǔ)成人化問(wèn)題。這既是研究的重點(diǎn)也是難點(diǎn)。 通過(guò)收集和比對(duì)后發(fā)現(xiàn),兒童廣告語(yǔ)與成年人廣告語(yǔ)有很多共同之處,如講究平仄韻律的和諧,多用押韻呼應(yīng)和疊音加強(qiáng)手法；大量使用口語(yǔ)和使用單音節(jié)動(dòng)詞；常用單句、省略句；適當(dāng)使用修辭手法等。存在的差異有：兒童廣告語(yǔ)運(yùn)用平仄、諧音手法較少；重口語(yǔ)化、表述較為淺顯,少用熟語(yǔ)；修辭比較單一等。而成年人廣告語(yǔ)使用平仄、諧音較多；重生活化,口語(yǔ)詞匯繁多,常用熟語(yǔ)和雙音節(jié)動(dòng)詞；使用簡(jiǎn)單的復(fù)句和非主謂句；修辭比較豐富等特點(diǎn)。在此基礎(chǔ)上,筆者歸納了兒童廣告語(yǔ)言成人化的表現(xiàn),包括詞匯誤用和表意錯(cuò)位現(xiàn)象,分析了觀念上、言行上的負(fù)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(jià)值觀等。在遵循兒童語(yǔ)言發(fā)展規(guī)律,正視兒童廣告語(yǔ)言和成年人廣告語(yǔ)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(xué)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(jìn)設(shè)計(jì)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(xué)位授予單位】：廣州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類(lèi)號(hào)】：H052

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本文編號(hào)：1593416