【摘要】：人們?cè)研揶o稱為說服藝術(shù),換言之,廣告語言可以擔(dān)當(dāng)起語言的勸說功能。所以,通過進(jìn)一步分析廣告語言,人們可以更全面地了解修辭在廣告領(lǐng)域的實(shí)際應(yīng)用;同時(shí),消費(fèi)者也可以更全面地理解廣告想要傳達(dá)的信息、廣告設(shè)計(jì)者可以創(chuàng)作更優(yōu)秀的廣告,從而實(shí)現(xiàn)到廣告的最終目的——讓潛在消費(fèi)者接受廣告語的勸說、采取行動(dòng)購買商品或服務(wù)。當(dāng)前的漢語修辭學(xué)研究,既注重在傳統(tǒng)修辭領(lǐng)域內(nèi)進(jìn)行深化研究,又強(qiáng)調(diào)在現(xiàn)代視野下主動(dòng)創(chuàng)新。傳統(tǒng)與現(xiàn)代的融合給漢語修辭學(xué)帶來了生機(jī)。 一、緒論。主要介紹當(dāng)前電視廣告語言的研究現(xiàn)狀,以及研究電視廣告語言的目的和意義。 二、廣告語言的結(jié)構(gòu)、特征和作用。本章在簡要總結(jié)廣告語言的結(jié)構(gòu)和作用后,把討論的重點(diǎn)放在廣告語言的特征上�，F(xiàn)將這些特征總結(jié)如下:語音的同音替換——用大量的新例子來舉證;語義的擴(kuò)展——首先分析基礎(chǔ)詞“你、我”的詞義擴(kuò)展,然后分析成語的借鑒吸收;感情色彩的雙向變化——包括由貶義詞變作褒義詞,由中性詞變作褒義詞;語言形式的非常規(guī)搭配——因?yàn)橛写罅课恼路治鲞^語法形式的非常規(guī)搭配,所以本小節(jié)就另辟途徑,改從語言的外部形式方面分析非常規(guī)搭配;以及為什么廣告語在沒有主語的情況下不會(huì)造成意義不清——此小節(jié)引入一個(gè)以往廣告修辭類文章沒有介紹的概念——語義指向。 三、造成廣告語言獨(dú)特性的原因。在第二章分析得出廣告語的特征之后,本章開始分析這些特征是怎么產(chǎn)生的。原因主要有兩點(diǎn),一是新型辭格的運(yùn)用,如:藏詞、聯(lián)邊。目前從辭格角度研究廣告語言的論文不在少數(shù),但幾乎沒有分析“藏詞、聯(lián)邊”等新型辭格的論文。除了這些新辭格之外,本文也要介紹兩個(gè)高頻率使用的辭格——比喻和比擬。二是語音、詞匯、句子層面均有特意的選擇。語音層面主要從音節(jié)、聲調(diào)、押韻等方面來分析;詞匯層面主要從詞語的修辭功能、詞語的附加修辭功能、廣告語中動(dòng)詞的行為特征等方面來分析;句子層面主要從句子形式和內(nèi)容上分析,內(nèi)容的分析又偏重分析制作廣告語時(shí)對(duì)古代文化的借鑒。 四、概念隱喻參與的對(duì)廣告語言的建構(gòu)和解讀機(jī)制。隱喻概念的引入可以說是本文的一個(gè)亮點(diǎn)。相當(dāng)多的廣告語言修辭學(xué)文章都把隱喻看作是語言的修辭手段,但本文從認(rèn)知的角度來研究廣告語中的隱喻現(xiàn)象,嘗試論證廣告語中隱喻的認(rèn)知?dú)v程或構(gòu)思方式,即用一類已知的、具體的事物來了解另一類未知的、抽象的事物。本章首先介紹認(rèn)知語言學(xué)中的隱喻的概念,把認(rèn)知隱喻和作為一種修辭格的隱喻區(qū)分開來;繼而分析廣告語言運(yùn)用隱喻的基礎(chǔ)——文化、個(gè)人經(jīng)歷、兩物的相似性、語境等;最后總結(jié)并列舉三類概念隱喻——方位隱喻、實(shí)體隱喻和結(jié)構(gòu)隱喻。
[Abstract]:People have called rhetoric as persuasion, in other words, advertising language can act as the persuasive function of language. Therefore, by further analysis of advertising language, people can understand the practical application of rhetoric in the field of advertising more comprehensively; at the same time, consumers can also understand the information that advertisements want to convey more comprehensively. Advertising designers can create a more comprehensive understanding of the information that advertisements want to convey. For the final purpose of advertising, the final purpose of advertising is to be achieved by allowing the potential consumers to accept the persuasion of the advertising language and take action to buy goods or services. The current Chinese rhetorical study focuses on deepening the research in the traditional rhetorical field and emphasizing the active innovation in the modern field. Rhetoric brings life.
First, introduction. It mainly introduces the current research situation of TV advertising language, and the purpose and significance of studying the language of TV advertising.
Two, the structure, features and functions of advertising language. After briefly summarizing the structure and role of advertising language, the emphasis of the discussion is put on the characteristics of advertising language. These features are summarized as follows: the homophone substitution of the phonetic language - the use of a large number of new examples; the extension of the semantics - first analysis of the meaning of the basic word "you, I" Expansion, and then analysis of the absorption of idioms; the two-way changes in emotional colors - including a commendatory word from a derogatory word to a commendatory word, a neutral word as a commendatory word, an unconventional collocation of the language form, because a large number of articles have analyzed the unconventional collocation of the grammatical form, so this section is diverted from the external form of the language. Analysis of unconventional collocations; and why advertising does not make sense without a subject - this section introduces a concept that has not been introduced by previous advertising rhetoric articles - semantic orientation.
Three, the cause of the uniqueness of the advertising language. After the analysis of the characteristics of the advertising language in the second chapter, this chapter begins to analyze how these characteristics are produced. The main reasons are two reasons: one is the use of new figures of speech, such as: Tibetan words, linking. At present, there are few papers on advertising language from the point of view of the figures of speech, but there is little analysis of "Tibetan words," In addition to these new figures of speech, in addition to these new figures of speech, this paper also introduces two high frequency figures of speech - metaphor and analogy. Two is the special choice of speech, vocabulary and sentence level. The phonetic level is mainly analyzed from syllable, tone and rhyme; the lexical level is mainly from the rhetorical function of words and words. The additional rhetorical function and the behavioral characteristics of the verb in the advertising language are analyzed. The sentence level is mainly analyzed from the form and content of the sentence, and the analysis of the content emphasizes the reference to the ancient culture when the advertisement is made.
Four, conceptual metaphor participates in the construction and interpretation of advertising language. The introduction of metaphorical concepts is a bright spot in this article. A considerable number of rhetorical articles in advertising language regard metaphor as a rhetorical means of language. However, this paper studies metaphors in advertising language from a cognitive perspective and tries to demonstrate metaphors in advertising language. Cognitive process or conceptual mode, that is, to use a class of known, specific things to understand another class of unknown, abstract things. This chapter first introduces the concept of metaphor in cognitive linguistics, distinguishes cognitive metaphor from metaphor as a rhetorical figure, and then analyzes the basis of the use of metaphor in advertising language - culture, personal experience, two Finally, we summarize and list three types of conceptual metaphors: orientation metaphor, entity metaphor and structural metaphor.
【學(xué)位授予單位】：重慶師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：H05

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 邱敏;;修辭格在英語廣告語篇中的運(yùn)用探究[J];劍南文學(xué)(經(jīng)典教苑);2012年06期

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本文編號(hào)：2145070