本文選題：廣告語言 + 文學(xué)性　； 參考：《四川師范大學(xué)》2012年碩士論文

【摘要】：摘要：中國自20世紀(jì)90年代以來,可以說真正進(jìn)入了廣告時代,廣告普遍采用藝術(shù)化手法來制作,尤其是普遍使用了富于文學(xué)性的語言。本文的主旨是對這一時期廣告語言文學(xué)性進(jìn)行研究。本文的研究具體地涉及到了兩種語言,即廣告語言與文學(xué)語言。此兩種語言的本質(zhì)如此不同,卻能在廣告中很好地得到統(tǒng)一,在此現(xiàn)象中產(chǎn)生的問題使得對廣告語言文學(xué)性的研究變得有意義與價值,另一方面,這一現(xiàn)象讓我們不得不去思考,僅僅語言具有文學(xué)性,能否讓文學(xué)成其為文學(xué)?在現(xiàn)代和后現(xiàn)代日常生活審美化后,我們將如何正確定義文學(xué)?這是本文的研究要給予關(guān)注和討論的問題。本文試圖對眾多廣告語言搜集和分析,多角度、多側(cè)面地對廣告語言的文學(xué)性在廣告中的表達(dá)效果及其意義與價值進(jìn)行探討。 本文在理論方面首先運(yùn)用現(xiàn)代廣告學(xué)相關(guān)知識來解讀何為廣告?何為廣告語言?再從文學(xué)性入手,對文學(xué)性這個定義進(jìn)行闡釋,最后結(jié)合廣告實(shí)例來論證何為廣告語言的文學(xué)性。論文運(yùn)用大量篇幅將搜集的具有文學(xué)性的廣告語言進(jìn)行歸類分析,運(yùn)用相關(guān)文學(xué)理論分別去探討廣告語言的“審美非功利性”與“功利性”；廣告語言的情感性；廣告語言中審美的虛構(gòu)性；廣告語言的“詩化”現(xiàn)象；廣告語言的陌生化效果；廣告語言的對話式、獨(dú)白式、敘事類的表現(xiàn)。在探討上述特征的同時,通過對廣告語言的“細(xì)讀”以及對其運(yùn)用的文學(xué)理論的闡釋,充分展示廣告語言的功利性怎樣與文學(xué)的審美性融合。 最后一章就廣告語言文學(xué)性分別對廣告和文學(xué)的意義和價值進(jìn)行探討,在廣告語言文學(xué)性對廣告的意義和價值方面,本文分別將正面價值和負(fù)面價值區(qū)別展開論述；在廣告語言文學(xué)性對文學(xué)的意義和價值方面,本文認(rèn)為：廣告語言作為當(dāng)下文學(xué)性統(tǒng)治當(dāng)今世界的重要表征,人們即使生活在廣告語言文學(xué)性之中,本質(zhì)上也依然被物所包圍。本文且對廣告語言的文學(xué)性是否能夠拯救文學(xué)在當(dāng)下的生存狀態(tài)提出了自己的看法。
[Abstract]:Absrtact: since the 1990s, China has really entered the advertising era, advertising is generally made by artistic means, especially the language rich in literature. The purpose of this paper is to study the literariness of advertising language in this period. The study of this paper specifically involves two languages, advertising language and literary language. The nature of the two languages is so different, but they can be well unified in advertising. The problems arising from this phenomenon make the study of the literariness of advertising language meaningful and valuable, on the other hand, This phenomenon makes us have to think, just the language has the literariness, can let the literature become its literature? How do we define literature correctly after the aestheticization of modern and postmodern daily life? This is the research of this paper to give attention to and discuss the problem. This paper attempts to collect and analyze many advertising languages from various angles. This paper probes into the expressive effect and significance and value of the literariness of advertising language in advertising. In theory, this paper first uses the relevant knowledge of modern advertising science to interpret what is advertising. What is advertising language? Then it explains the definition of literariness from the perspective of literariness, and finally demonstrates what is the literariness of advertising language with advertising examples. The thesis uses a great deal of space to classify and analyze the literary advertising language collected and discusses the "aesthetic non-utilitarian" and "utilitarian" of advertising language, the affective of advertising language, and the related literary theory. The fictitious aesthetic in advertising language, the poetic phenomenon of advertising language, the defamiliarization effect of advertising language, the dialogue, monologue and narrative expression of advertising language. At the same time, through the "detailed reading" of advertising language and the interpretation of its literary theory, The last chapter discusses the significance and value of advertising language and literature, and discusses the significance and value of advertising language literariness to advertising. This paper discusses the difference between positive value and negative value, and holds that advertising language is an important representation of the current literary domination of the world, in terms of the significance and value of the literariness of advertising language to literature. Even though people live in advertising language and literature, they are still surrounded by things in essence. This paper also puts forward its own views on whether the literariness of advertising language can save literature in the present living state.
【學(xué)位授予單位】：四川師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：H152

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本文編號：1998497