發(fā)布時間：2018-05-19 16:13

  本文選題：汽車廣告語 + 形容義詞語　； 參考：《廣州大學(xué)》2011年碩士論文

【摘要】：廣告語言作為一種極具個性化的語言,越來越受到人們的關(guān)注,如今有關(guān)廣告語言的研究一直保持著愈演愈烈的趨勢。鑒于我國汽車市場的迅猛發(fā)展,我們選取了豐富的汽車廣告語作為我們的語料基礎(chǔ),并以其中的“形容義詞語”作為研究對象,進(jìn)行了詳細(xì)而獨(dú)特的分析。 本文旨在以汽車廣告語中的形容義詞語為基礎(chǔ),建構(gòu)起形容義詞語的語義譜系,并以此探求汽車廣告語的價值訴求。首先,我們從262條汽車廣告語中,按照一定的原則提取出443個形容義詞語,形成一個相對封閉的研究區(qū)域。然后進(jìn)行語義所屬分類,設(shè)立了模式化的釋義模式,并逐一對它們作了形式化、系統(tǒng)化的釋義。其次,根據(jù)每個形容義詞語在汽車廣告語中所承擔(dān)的語義角色的不同,逐步激活它們各自所在的“基義層面”→“語義類層面”→“語義修飾主體層面”→“形容義詞語層面”,建構(gòu)起汽車廣告形容義詞語語義譜系。同時,我們根據(jù)形容義詞語的語義類別和語義關(guān)系,勾勒出[速度]、[動力]等二十個義場圖式,以直觀形式化的方式呈現(xiàn)于大家眼前。最后,在汽車廣告語中用什么樣的形容義詞語,以及用了多少同樣的形容義詞語,這都反映出了廣告主的價值訴求。我們在語義譜系的基礎(chǔ)上以形容義詞語為觀察點(diǎn),對汽車廣告的價值訴求作了簡要的探討。通過對形容義詞語的語義類分析,我們發(fā)現(xiàn),從形容義詞語的語義分布以及高頻詞語分布情況來看,廣告主的價值訴求傾向度多傾向于商品的“市場形象”和消費(fèi)者的“情感生活體驗”以及在“新”、“安全”等主題上的訴求。 廣告語言的研究,無論是在語言學(xué)領(lǐng)域,還是在商品的市場營銷領(lǐng)域都有著十分重要的意義。本文的研究或許能對汽車廣告語的創(chuàng)作及設(shè)計起到一定的借鑒作用。
[Abstract]:As a highly individualized language, advertising language has attracted more and more attention. In view of the rapid development of the automobile market in China, we choose the abundant automobile advertising language as our corpus basis, and take the "descriptive words" as the research object, and carry on the detailed and unique analysis. The purpose of this paper is to construct the semantic genealogy of descriptive words on the basis of the descriptive words in automobile advertising language, and to explore the value appeal of automobile advertising words. First of all, we extract 443 words from 262 automobile advertising words according to certain principles to form a relatively closed research area. Then the semantic ownership classification is carried out, and the patterns of interpretation are set up, and they are formalized and systematized one by one. Secondly, according to the different semantic roles of each word in automobile advertising, Gradually activate their respective "basic meaning level" and "semantic category level" and "semantic modification subject level" and "describe word level", and construct the semantic pedigree of automobile advertisement description semantic words. At the same time, according to the semantic category and semantic relationship of the descriptive words, we outline twenty semantic field schemas, such as speed and power, and present them in an intuitive and formalized way. Finally, what kind of words are used in automobile advertising, and how many same words are used, all of them reflect the advertisers' value demands. On the basis of semantic genealogy, we briefly discuss the value appeal of automobile advertisement by taking descriptive words as observation point. By analyzing the semantic categories of descriptive words, we find that from the semantic distribution of descriptive words and the distribution of high-frequency words, The value appeal tendency of advertisers tends to the "market image" of commodities, the "emotional life experience" of consumers and the demands of "new", "security" and so on. The study of advertising language is of great significance both in the field of linguistics and in the field of commodity marketing. The research in this paper may be helpful to the creation and design of automobile advertising language.
【學(xué)位授予單位】：廣州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2011
【分類號】：H052

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前2條

1 鄧穎平;家庭教育類圖書廣告語言中的名性詞語研究[D];廣州大學(xué);2012年

2 周明敏;中國元素在自主品牌汽車廣告中的設(shè)計運(yùn)用[D];湖北工業(yè)大學(xué);2013年

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本文編號：1910754