省力原則與商業(yè)廣告設計
發(fā)布時間：2019-05-16 12:51
【摘要】： 廣告，簡單的解釋是“廣而告之”，其目的是為了招徠顧客，溝通生產(chǎn)與消費之間的關(guān)系，使供求渠道更為通暢。事實上，廣告無處不在，是經(jīng)濟全球化和信息時代一個重要的社會現(xiàn)象，成為現(xiàn)代生活的一個重要組成部分。 鑒于廣告的重要作用，越來越多的專家、學者給予廣告日益密切的關(guān)注。語言學家們一直對廣告語篇表現(xiàn)出濃厚的興趣�，F(xiàn)今對于廣告的研究大多數(shù)都著眼于文體，翻譯以及文化這三個方面。 作為商品經(jīng)濟發(fā)展的產(chǎn)物，廣告講究的是其影響力，即如何在有限的資源內(nèi)達到較強的效力。在公眾看來，廣告本身就已經(jīng)是一種最簡化的言語，它本身就體現(xiàn)了語言的省力性。 本文試圖從美國語言學家George Kingsley Zipf所提出的省力原則的角度分析廣告，嘗試從廣告人出發(fā)來觀察廣告這一本來就相對經(jīng)濟的言語中的省力與不省力，試圖確認省力原則在廣告人與受眾之間的適用性。省力原則，，就是在語言的使用中花最少的力氣獲得最大的認知效果。在語言領(lǐng)域，Zipf承認有兩股互相矛盾的力量。一股是“統(tǒng)一力量”(the force of unification)，以簡化為目標。另一股是“分化力量”(the force of diversification)，以反歧義為目標。(姜望琪，2005)Zipf認為所謂的省力只是一種概率，是一種平均量，人們在交際時只有在上述兩股力量或兩種原則之間達成妥協(xié)，達成一種平衡，才能真正的省力。但本文發(fā)現(xiàn)在大多數(shù)情況下，由于廣告這一文體的特殊性，省力的平衡點都傾向于廣告的受眾即潛在的消費者。 全文共分為五章。第一章簡要介紹了商業(yè)廣告的定義功能，前人的研究方向與成果；第二章對省力原則的來龍去脈給予了詳盡的介紹，并且對與之相關(guān)的語言學理論作了簡要的說明；第三章闡述了省力原則之于廣告的適用性；第四章是通篇的核心，論證省力原則與商業(yè)廣告策劃的關(guān)系，提出本文的研究方法和資料搜集方式，分析了廣告策劃中有可能會碰到的問題以及廣告策略的重要性，主要通過理論分析和廣告例證從心理，文化以及傳播途徑三方面進行論證；第五章得出論證的結(jié)論，并指出研究的局限性，提出相應的研究建議。
[Abstract]:Advertising, a simple explanation, is "publicized", the purpose of which is to attract customers, communicate the relationship between production and consumption, and make the channels of supply and demand more smooth. In fact, advertising is everywhere, which is an important social phenomenon in the economic globalization and information age, and has become an important part of modern life. In view of the important role of advertising, more and more experts, scholars pay more and more close attention to advertising. Linguists have always shown great interest in advertising texts. Nowadays, most of the research on advertising focuses on three aspects: style, translation and culture. As the product of the development of commodity economy, advertising pays attention to its influence, that is, how to achieve strong effectiveness in the limited resources. In the public view, advertising itself is already one of the most simplified language, it itself reflects the labor-saving nature of language. This paper attempts to analyze advertising from the perspective of the labor-saving principle put forward by American linguist George Kingsley Zipf, and tries to observe the labor-saving and labor-saving nature of advertising, which is already relatively economic, from the perspective of advertisers. Try to confirm the applicability of labor-saving principle between advertisers and audiences. The principle of labor saving is to spend the least effort to achieve the greatest cognitive effect in the use of language. In the field of language, Zipf acknowledges that there are two contradictory forces. One is that the unified force (the force of unification), aims to simplify. The other is that the "divisive force" (the force of diversification), aims at anti-ambiguity. (Jiang Wangqi, 2005) Zipf believes that the so-called labor saving is only a probability and an average quantity. Only when people reach a compromise and strike a balance between the above two forces or the two principles can they really save labor. However, in most cases, due to the particularity of advertising style, the labor-saving balance point tends to be the audience of advertising, that is, potential consumers. The full text is divided into five chapters. The first chapter briefly introduces the definition and function of commercial advertising, the previous research direction and results, the second chapter gives a detailed introduction to the context of the labor-saving principle, and gives a brief explanation of the related linguistic theories. The third chapter expounds the applicability of the labor-saving principle to advertising; The fourth chapter is the core of the whole article, demonstrates the relationship between labor-saving principle and commercial advertising planning, puts forward the research methods and data collection methods of this paper, and analyzes the problems that may be encountered in advertising planning and the importance of advertising strategy. Mainly through theoretical analysis and advertising examples from three aspects of psychology, culture and means of communication to demonstrate; The fifth chapter draws the conclusion of argumentation, points out the limitation of the study, and puts forward the corresponding research suggestions.
【學位授予單位】：南京師范大學
【學位級別】：碩士
【學位授予年份】：2007
【分類號】：F713.8;H0-05
本文編號：2478291
[Abstract]:Advertising, a simple explanation, is "publicized", the purpose of which is to attract customers, communicate the relationship between production and consumption, and make the channels of supply and demand more smooth. In fact, advertising is everywhere, which is an important social phenomenon in the economic globalization and information age, and has become an important part of modern life. In view of the important role of advertising, more and more experts, scholars pay more and more close attention to advertising. Linguists have always shown great interest in advertising texts. Nowadays, most of the research on advertising focuses on three aspects: style, translation and culture. As the product of the development of commodity economy, advertising pays attention to its influence, that is, how to achieve strong effectiveness in the limited resources. In the public view, advertising itself is already one of the most simplified language, it itself reflects the labor-saving nature of language. This paper attempts to analyze advertising from the perspective of the labor-saving principle put forward by American linguist George Kingsley Zipf, and tries to observe the labor-saving and labor-saving nature of advertising, which is already relatively economic, from the perspective of advertisers. Try to confirm the applicability of labor-saving principle between advertisers and audiences. The principle of labor saving is to spend the least effort to achieve the greatest cognitive effect in the use of language. In the field of language, Zipf acknowledges that there are two contradictory forces. One is that the unified force (the force of unification), aims to simplify. The other is that the "divisive force" (the force of diversification), aims at anti-ambiguity. (Jiang Wangqi, 2005) Zipf believes that the so-called labor saving is only a probability and an average quantity. Only when people reach a compromise and strike a balance between the above two forces or the two principles can they really save labor. However, in most cases, due to the particularity of advertising style, the labor-saving balance point tends to be the audience of advertising, that is, potential consumers. The full text is divided into five chapters. The first chapter briefly introduces the definition and function of commercial advertising, the previous research direction and results, the second chapter gives a detailed introduction to the context of the labor-saving principle, and gives a brief explanation of the related linguistic theories. The third chapter expounds the applicability of the labor-saving principle to advertising; The fourth chapter is the core of the whole article, demonstrates the relationship between labor-saving principle and commercial advertising planning, puts forward the research methods and data collection methods of this paper, and analyzes the problems that may be encountered in advertising planning and the importance of advertising strategy. Mainly through theoretical analysis and advertising examples from three aspects of psychology, culture and means of communication to demonstrate; The fifth chapter draws the conclusion of argumentation, points out the limitation of the study, and puts forward the corresponding research suggestions.
【學位授予單位】：南京師范大學
【學位級別】：碩士
【學位授予年份】：2007
【分類號】：F713.8;H0-05
【參考文獻】
相關(guān)期刊論文 前6條
1 蔣勇,馬玉蕾;SB與RT的整合性研究[J];外語學刊;2003年01期
2 姜望琪;Zipf與省力原則[J];同濟大學學報(社會科學版);2005年01期
3 陳新仁;論廣告用語中的語用預設[J];外國語(上海外國語大學學報);1998年05期
4 張健;廣告英語文體特點初探[J];外國語(上海外國語大學學報);1995年02期
5 王紫娟;廣告語言與大眾心理[J];外國語(上海外國語大學學報);1995年04期
6 黃國文;廣告語篇的會話含意分析[J];外國語(上海外國語大學學報);1997年02期
本文編號：2478291
本文鏈接：http://sikaile.net/wenyilunwen/guanggaoshejilunwen/2478291.html
