【摘要】：新興商業(yè)顏色名稱(chēng)是指近年來(lái)產(chǎn)生的,用來(lái)表示產(chǎn)品顏色名稱(chēng)的顏色詞或詞組,主要是用于面向消費(fèi)者的商業(yè)廣告和產(chǎn)品說(shuō)明。涉及到的時(shí)尚商品主要包括手機(jī)、隨身聽(tīng)、數(shù)碼相機(jī)、汽車(chē)、服裝和美容、美發(fā)用品。它呈現(xiàn)出了與傳統(tǒng)顏色名稱(chēng)不同的意義特點(diǎn)和使用特點(diǎn)。對(duì)于它的研究還剛剛開(kāi)始,所以還具有很大的研究空間。 就日前研究的現(xiàn)狀來(lái)看,以下幾個(gè)方面還有待進(jìn)一步深入研究：(1)對(duì)這批顏色名稱(chēng)的廣告身份意識(shí)不足,因而沒(méi)有從廣告設(shè)計(jì)的角度深入地挖掘商業(yè)顏色詞產(chǎn)生、流行的原因：(2)對(duì)其語(yǔ)碼傳播的特點(diǎn)重視不夠；(3)對(duì)其對(duì)傳統(tǒng)文化的吸收和外來(lái)文化的兼容的情況研究不充分。尤其是后現(xiàn)代文化思潮的影響。 本文主要從語(yǔ)言學(xué)、廣告設(shè)計(jì)、后現(xiàn)代主義思潮等研究角度考察了新興商業(yè)顏色名稱(chēng)。首先對(duì)語(yǔ)料進(jìn)行語(yǔ)言學(xué)視角的梳理、歸納、分類(lèi),從語(yǔ)言學(xué)的多個(gè)角度對(duì)新興商業(yè)顏色名稱(chēng)和傳統(tǒng)顏色詞進(jìn)行對(duì)比分析,總結(jié)了新興商業(yè)顏色名稱(chēng)的音節(jié)特點(diǎn)、結(jié)構(gòu)特點(diǎn)、類(lèi)型特點(diǎn)、意義層次等,探討形成這些特點(diǎn)的原因；重點(diǎn)探討了新興顏色名稱(chēng)體現(xiàn)出的人們對(duì)色彩主觀認(rèn)知上的三個(gè)層次：顏色的視覺(jué)特點(diǎn)、顏色生理共感、顏色的抽象聯(lián)想；探尋新興顏色名稱(chēng)產(chǎn)生來(lái)源,分析了語(yǔ)言接觸對(duì)新興商業(yè)顏色名稱(chēng)產(chǎn)生和發(fā)展的影響；總結(jié)了商業(yè)顏色名稱(chēng)著力追求的藝術(shù)特色：新、奇、虛；從消費(fèi)文化、審美心理、廣告設(shè)計(jì)的角度出發(fā),分析了商業(yè)顏色名稱(chēng)在廣告營(yíng)銷(xiāo)中的地位和作用,以及它的設(shè)計(jì)理念和設(shè)計(jì)風(fēng)格。 新興商業(yè)顏色名稱(chēng)是一種新的顏色命名方式,為顏色的表達(dá)提供了豐富多彩的同義形式。
[Abstract]:The new business color name refers to the color words or phrases used to express the name of the product in recent years, mainly for consumer oriented commercials and product descriptions. The fashionable items involved mainly include mobile phones, Walkman, digital cameras, cars, clothing and beauty, and hairdressing. It presents the name of the traditional color. The study of different meanings and characteristics has just begun, so there is still much room for research.
As far as the current research status is concerned, the following aspects are still to be further studied: (1) the awareness of the identity of this batch of color names is insufficient, so there is no deep excavation of commercial color words from the perspective of advertising design. (2) not enough attention is given to the characteristics of its code transmission; (3) it is to the traditional culture. The study of compatibility between assimilation and foreign culture is inadequate, especially the influence of post-modern cultural trend.
This article mainly examines the new business color names from the perspectives of linguistics, advertising design and postmodernism. First, we comb, sum up, classify the linguistic perspectives of the corpus, compare and analyze the new business color names and traditional color words from various linguistic perspectives, and summarize the sound of the new business color names. The characteristics, structural features, type characteristics and meaning levels are discussed, and the reasons for the formation of these characteristics are discussed. The emphasis is on the three levels of people's subjective cognition of color: the visual characteristics of color, the common sense of color physiology, the abstract Association of color, the origin of the new color name and the analysis of the language. The impact of contact on the emergence and development of the name of the new business color; summarizes the artistic features of the name of the commercial color: new, strange and virtual. From the angle of consumer culture, aesthetic psychology and advertising design, this paper analyzes the status and role of commercial color name in advertising marketing, as well as its design concept and design style.
The new commercial color name is a new way of color naming, which provides rich and colorful synonyms for the expression of color.
【學(xué)位授予單位】：西南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類(lèi)號(hào)】：H136

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前3條

1 王阿琴;古代動(dòng)物描寫(xiě)用語(yǔ)研究[D];西南大學(xué);2013年

2 羅娟;古代草部植物描寫(xiě)用語(yǔ)的發(fā)展[D];西南大學(xué);2013年

3 段煉;對(duì)外漢語(yǔ)“黑”“白”顏色詞教學(xué)[D];曲阜師范大學(xué);2013年

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本文編號(hào)：2134114