國內(nèi)樓盤案名研究
發(fā)布時間：2018-07-27 20:41
【摘要】： 樓盤案名,就是樓盤在相關(guān)部門注冊備案、面向社會公開發(fā)售時使用的名字。就像姓名之于人,樓盤案名是一座建筑的代表,是將各個建筑物區(qū)別開來的名片。樓盤案名的出現(xiàn)改變了我們的生活,它使我們能在繁雜的城市建筑中簡明地指出自己的位置和目的地,為出行帶來便利:它是一種無法回避的文化現(xiàn)象,短短的文字間流露著當(dāng)下人們的愿望和訴求;同時它又是一種特殊的語言現(xiàn)象,樓盤案名中,不同詞類、不同色彩的詞語以各種各樣的形式組合在一起,使?jié)h語這一古老的語言顯示出蓬勃的生機。如今,案名已成為樓盤不可或缺的一部分。 樓盤案名是一種特殊的廣告語言,它有著特殊的受眾和特殊的形態(tài)。近年來,以樓盤案名為研究對象的文章已經(jīng)出現(xiàn),從不同角度對這一特殊的語言現(xiàn)象進行探討,具有很強的現(xiàn)實意義和啟發(fā)作用。但這些文章多從大處著手,對其劃分及研究還不夠細致、深入,鑒于此,我們重點收集了具有代表性的40多個城市2萬多個樓盤案名,希望通過對它們的深入分析,將國內(nèi)樓盤案名的整體狀況呈現(xiàn)出來。 論文主要采用調(diào)查法,通過國內(nèi)專業(yè)房地產(chǎn)門戶網(wǎng)站——搜房網(wǎng)(www.soufun.com)和綜合門戶網(wǎng)站——新浪網(wǎng)的“新浪房產(chǎn)”(http://main.house.sina.com.cn)提供的大量樓盤案名,并結(jié)合報紙、雜志中的房地產(chǎn)廣告來收集材料。收集案名只是第一步,更重要的是找到案名的真實含義。只有準(zhǔn)確把握了它們的含意,才能分析它們之間的個性與共性,準(zhǔn)確地對其進行分類。在掌握了大量的案名以及這些案名含意的基礎(chǔ)上,我們對其進行歸類、分析。首先從大處著手,看案名的通名、專名的運用以及表面設(shè)計形式。在此基礎(chǔ)上,結(jié)合它們的詞類和詞義,按照含特殊詞類,如外語詞(含外文單詞、字母)、音譯外來詞、數(shù)字詞(含阿拉伯?dāng)?shù)字、漢語數(shù)字詞)等,以及含有典型的意象,如山水意象、財富意象、動植物名稱、日月星辰、表示祈愿類的詞等進行劃分,研究每一類專名具體的運用情況。最后,我們考察了案名中諧音運用的情況,以及不同風(fēng)格的特色樓盤案名。對于一些典型的案名,我們采用了案例分析的方法。 全文共分五章,從不同的角度詳細、客觀地描述和分析了國內(nèi)的樓盤案名,在一定程度上彌補了目前樓盤案名研究的不足,對于研究這一特殊語言現(xiàn)象有著積極的意義。同時,對于深入了解廣告語言的運用技巧以及當(dāng)今社會的文化思潮具有重要的啟發(fā)作用。
[Abstract]:Real estate case name, is the property in the relevant departments to register, public sale to the public use of the name. Just as name is to a person, the name of a building is a business card that distinguishes each building. The emergence of real estate names has changed our lives by enabling us to concisely point out our positions and destinations in complex urban buildings, facilitating travel: it is an unavoidable cultural phenomenon. The short text reveals the wishes and demands of the people at present. At the same time, it is a special language phenomenon. In the name of the real estate case, words of different parts of speech and different colors are combined in various forms. Make this ancient language of Chinese show vigorous vitality. Now, the case name has become an integral part of the property. Real estate case name is a special advertising language, it has a special audience and a special form. In recent years, the article with the name of the real estate case as the object of study has appeared. It is of great practical significance and enlightening effect to discuss this special language phenomenon from different angles. However, most of these articles start from the big ones, and the division and research on them are not enough detailed and thorough. In view of this, we have focused on collecting more than 20,000 real estate cases in more than 40 representative cities, hoping to analyze them in depth. The overall situation of the domestic real estate case presented. This paper mainly adopts the investigation method, through the domestic specialized real estate portal website-Soufang net (www.soufun.com) and the comprehensive portal website-Sina.com "Sina real estate" (http://main.house.sina.com.cn) provides a large number of real estate case names, and unifies the newspaper, The real estate ads in the magazine collect materials. Collecting case names is only the first step and, more importantly, finding out what they really mean. Only by grasping their meanings accurately can we analyze their individuality and commonness and classify them accurately. On the basis of mastering a large number of case names and their implications, we classify and analyze them. First of all, from the point of view of the general name of the case, the use of proper names and surface design form. On this basis, combined with their parts of speech and meanings, according to the special parts of speech, such as foreign language words (including foreign words, letters), transliterated loanwords, numeric words (including Arabic numerals, Chinese numerals) and so on, as well as containing typical images, Such as landscape image, wealth image, animal and plant names, sun, moon and stars, words and so on, to study the specific use of each category of proper names. Finally, we investigate the use of homonym in the case name, as well as the different style of the case name. For some typical case names, we use the case analysis method. The paper is divided into five chapters, which describe and analyze the names of the real estate cases objectively from different angles, which to some extent make up for the deficiency of the current research on the names of the real estate cases, and have a positive significance for the study of this special linguistic phenomenon. At the same time, it has an important enlightening effect on understanding the application skills of advertising language and the cultural trend of thought in today's society.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：H136.1
[Abstract]:Real estate case name, is the property in the relevant departments to register, public sale to the public use of the name. Just as name is to a person, the name of a building is a business card that distinguishes each building. The emergence of real estate names has changed our lives by enabling us to concisely point out our positions and destinations in complex urban buildings, facilitating travel: it is an unavoidable cultural phenomenon. The short text reveals the wishes and demands of the people at present. At the same time, it is a special language phenomenon. In the name of the real estate case, words of different parts of speech and different colors are combined in various forms. Make this ancient language of Chinese show vigorous vitality. Now, the case name has become an integral part of the property. Real estate case name is a special advertising language, it has a special audience and a special form. In recent years, the article with the name of the real estate case as the object of study has appeared. It is of great practical significance and enlightening effect to discuss this special language phenomenon from different angles. However, most of these articles start from the big ones, and the division and research on them are not enough detailed and thorough. In view of this, we have focused on collecting more than 20,000 real estate cases in more than 40 representative cities, hoping to analyze them in depth. The overall situation of the domestic real estate case presented. This paper mainly adopts the investigation method, through the domestic specialized real estate portal website-Soufang net (www.soufun.com) and the comprehensive portal website-Sina.com "Sina real estate" (http://main.house.sina.com.cn) provides a large number of real estate case names, and unifies the newspaper, The real estate ads in the magazine collect materials. Collecting case names is only the first step and, more importantly, finding out what they really mean. Only by grasping their meanings accurately can we analyze their individuality and commonness and classify them accurately. On the basis of mastering a large number of case names and their implications, we classify and analyze them. First of all, from the point of view of the general name of the case, the use of proper names and surface design form. On this basis, combined with their parts of speech and meanings, according to the special parts of speech, such as foreign language words (including foreign words, letters), transliterated loanwords, numeric words (including Arabic numerals, Chinese numerals) and so on, as well as containing typical images, Such as landscape image, wealth image, animal and plant names, sun, moon and stars, words and so on, to study the specific use of each category of proper names. Finally, we investigate the use of homonym in the case name, as well as the different style of the case name. For some typical case names, we use the case analysis method. The paper is divided into five chapters, which describe and analyze the names of the real estate cases objectively from different angles, which to some extent make up for the deficiency of the current research on the names of the real estate cases, and have a positive significance for the study of this special linguistic phenomenon. At the same time, it has an important enlightening effect on understanding the application skills of advertising language and the cultural trend of thought in today's society.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：H136.1
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