發(fā)布時間：2018-03-22 15:39

  本文選題：廣告英語　切入點：勸說　出處：《太原理工大學》2006年碩士論文　論文類型：學位論文

【摘要】：本文從修辭學的角度對廣告英語的語言進行了嘗試性的探索。隨著商業(yè)和市場經(jīng)濟的發(fā)展，廣告對現(xiàn)代社會起著極其重要的促進作用。在近幾十年，，廣告更引起社會學、心理學、語言學及媒介學的極大關(guān)注。廣告英語以它的獨特風格和勸說功能成為一門標準的專業(yè)語言，可是它并不是通過語言直接顯示其勸說意圖，而是通過特殊的手段來打動消費者，激起他們的好奇心，刺激他們?nèi)ベ徺I。換言之，廣告的語言必須具有新穎信，趣味性，才能引起消費者的注意和記憶。因此，設(shè)計出一則成功的廣告，設(shè)計者需要：1．熟悉廣告的目的，功能，結(jié)構(gòu)和語言特征，尤其是廣告語言所要達到的效果。2．找到一種實用，全面的理論指導廣告語言的創(chuàng)作。3．靈活運用一些實用的寫作手法。 在廣告語言眾多的語言手段中，修辭起到了積極的作用。它豐富了語言的內(nèi)涵，加深了語言的說服力。修辭具有三種功能：1．勸說的藝術(shù)。2．寫作技巧。3．一種文體。由于廣告英語與修辭的作用的一致性而被描述為修辭的海洋。新穎的語音韻律、創(chuàng)新的詞匯、豐富的句式、生動的描寫為廣告英語增加豐富多彩的表現(xiàn)力。這種表現(xiàn)力是無法通過語言學的手段體現(xiàn)的。 本文主要從修辭的角度分析并總結(jié)了修辭手段在廣告英語中的應用。在文章的第一部分，簡要介紹了廣告的概念，功能，基本結(jié)構(gòu)，分類以及有關(guān)對廣告不同認識，然后在第二部分以實例詳盡地闡述了前人對廣告語言的獨到的研究方法。第三部分作為過渡，總結(jié)了修辭在不同歷史時期所發(fā)揮的作用。最后，以充分的例證從語音，詞匯及句法方面分析并總結(jié)了修辭手段在廣告語言中的應用。本文旨在豐富廣告語言和修辭學的研究，以求給廣告設(shè)計者在實踐中提供一些寫作啟示。
[Abstract]:This paper attempts to explore the language of advertising English from the perspective of rhetoric. With the development of business and market economy, advertising plays an extremely important role in promoting modern society. Great concern in psychology, linguistics, and media. Advertising English, with its unique style and persuasive function, has become a standard professional language, but it does not express its persuasive intent directly through language. But by special means to impress consumers, arouse their curiosity and stimulate them to buy. In other words, the language of advertising must be novel and interesting in order to attract the attention and memory of consumers. To design a successful advertisement, the designer needs to be familiar with the purpose, function, structure and linguistic characteristics of the advertisement, especially the effect of the advertising language. Comprehensive theory to guide advertising language creation. 3. Flexible use of some practical writing techniques. Rhetoric plays a positive role in many linguistic means of advertising. It enriches the connotation of language. Rhetoric has three functions: 1. The art of persuasion. 2. Writing skills. 3. A style. It is described as a sea of rhetoric because of the consistency between advertising English and rhetoric. Rich sentence patterns, vivid description for advertising English to add rich and colorful expressiveness, this kind of expression can not be reflected by linguistic means. This paper analyzes and summarizes the application of rhetorical devices in advertising English from the perspective of rhetoric. In the first part of the article, it briefly introduces the concept, function, basic structure, classification and different understanding of advertising. The third part, as a transition, summarizes the role of rhetoric in different historical periods. This paper analyzes and summarizes the application of rhetorical devices in advertising language in terms of vocabulary and syntax. The purpose of this paper is to enrich the study of advertising language and rhetoric in order to provide some enlightenment to the advertisement designers in practice.
【學位授予單位】：太原理工大學
【學位級別】：碩士
【學位授予年份】：2006
【分類號】：H315

【引證文獻】

相關(guān)碩士學位論文 前1條

1 鄭翔;接受美學視域下廣告修辭的翻譯[D];合肥工業(yè)大學;2010年

本文編號：1649289