廣告語(yǔ)中前景化策略的文體學(xué)視角研究
發(fā)布時(shí)間：2019-06-03 23:08
【摘要】： 隨著商品化社會(huì)的到來(lái),廣告在我們今天的社會(huì)幾乎是無(wú)孔不入,它的傳播介質(zhì)多種多樣,包括報(bào)紙、雜志、電視、廣播、網(wǎng)絡(luò)等等。無(wú)論我們是否愿意,在我們的日常生活中,每天都要接觸到各種不同類型的廣告。 廣告語(yǔ)言特別,與其它文體有較大的差異。因此,了解其語(yǔ)言特點(diǎn)不僅能夠幫助廣告寫作者提高寫作水平,而且還能夠幫助語(yǔ)言學(xué)習(xí)者更好地理解廣告內(nèi)容,欣賞其語(yǔ)言藝術(shù)美。 有許多學(xué)者從不同的語(yǔ)言學(xué)視角研究過(guò)廣告語(yǔ)言,但大多數(shù)研究工作都關(guān)注于歸納廣告語(yǔ)言在諸如詞匯,句法和語(yǔ)法的普遍共性,或者描述廣告語(yǔ)言中常見(jiàn)的修辭手段,使得廣告語(yǔ)言逐漸成為一種獨(dú)特的實(shí)用文體。本文則嘗試在文體學(xué)前景化理論的基礎(chǔ)上系統(tǒng)、全面地展示和解析廣告語(yǔ)言的文體特色。 前景化理論是目前文體學(xué)領(lǐng)域的熱門話題。本文對(duì)該理論進(jìn)行了總結(jié)和探討。“前景化”本為美學(xué)術(shù)語(yǔ),用來(lái)指繪畫中從背景中突出的部分。二十世紀(jì)三十年代,布拉格學(xué)派借用該術(shù)語(yǔ)描述語(yǔ)言中的變異現(xiàn)象。后來(lái),利奇認(rèn)為:語(yǔ)言前景化的獲得不僅要?dú)w功于語(yǔ)言的變異,而且,還要?dú)w功于那些沒(méi)有變異,但也十分突出的語(yǔ)言現(xiàn)象。韓禮德是功能主義的代表,他主張從功能的角度分析語(yǔ)言,他認(rèn)為“前景化”應(yīng)為“動(dòng)因突出”。也就是說(shuō),只有在語(yǔ)境中產(chǎn)生功能的變異或規(guī)則性突出的語(yǔ)言才能達(dá)到前景化效果。文體即前景化。 為了實(shí)現(xiàn)其吸引功能,廣告寫作者們?cè)跁?shū)寫、字、句、語(yǔ)義各層面上“變異”。也就是說(shuō),變異從語(yǔ)言形式深入到語(yǔ)言內(nèi)容,從語(yǔ)言的表層意義深入到里層意義。書(shū)寫是通過(guò)有形的符號(hào),達(dá)到吸引的目的,通過(guò)多樣的文字排列形式,標(biāo)點(diǎn)符號(hào)的采用達(dá)到再在書(shū)寫層面上變異。廣告用詞特別,其特別之處在于運(yùn)用縮略詞,簡(jiǎn)略詞及新造詞來(lái)縮小單詞。省略是廣告句法上的顯著特征。為了簡(jiǎn)潔,文字中的功能詞大量刪減。廣告中修辭手法的大量運(yùn)用。使廣告的文字藝術(shù)魅力無(wú)窮。 語(yǔ)音,字,句,各層面上的“過(guò)分規(guī)則性突出”也幫助廣告達(dá)到了前景化效果,達(dá)到了吸引讀者的目的。頭韻和尾韻念起來(lái)瑯瑯上口,單音節(jié)動(dòng)詞的多次出現(xiàn),是廣告看起來(lái)簡(jiǎn)潔生動(dòng)。他們大量地運(yùn)用于廣告語(yǔ)言中。 為了證實(shí)前景化是實(shí)現(xiàn)廣告吸引功能的有效手段,本文列舉了大量的例證并且在有的地方用數(shù)據(jù)作了說(shuō)明。在選擇例證時(shí),本作者遵循以下4個(gè)原則:1)例證來(lái)源包括國(guó)內(nèi)和國(guó)外,而且廣告來(lái)自各種形式,如廣播,電視,報(bào)紙,網(wǎng)絡(luò)。2)絕大部分例證來(lái)源于最新媒體。這樣有利于作者分析,讀者理解。3)例證選擇隨意。只有這樣,才能保證說(shuō)所選例證代表了廣告的一般特點(diǎn)。4)例證的廣告商品名,在例證后的括號(hào)內(nèi)表明,以證實(shí)例證的可信度。 廣告業(yè)作為文化創(chuàng)意產(chǎn)業(yè)的一部分,如今已經(jīng)成為社會(huì)經(jīng)濟(jì)發(fā)展的前沿產(chǎn)業(yè)之一,廣告包括的范圍很廣,但其主要的功能是吸引功能。本文從文體學(xué)入手,從文體學(xué)角度探討了前景化在語(yǔ)言的各個(gè)層面上通過(guò)變異和規(guī)則性突出,并通過(guò)大量的例證,證明前景化是實(shí)現(xiàn)廣告吸引功能的有效手段之一。
[Abstract]:With the advent of the commoditized society, the advertisement is almost non-porous in our society today, and its communication medium is diverse, including newspapers, magazines, television, broadcasting, network and so on. No matter if we're willing, in our daily life, we'll be in touch with a variety of different types of advertising every day. The advertising language is, in particular, as large as the other. Therefore, it is not only able to help the author improve the writing level, but also to help language learners to better understand the content of the advertisements and appreciate their language skills. There are many scholars who have studied the advertising language from different linguistic perspectives, but most of the research focuses on the generalization of the general commonness of the advertising language in terms of vocabulary, syntax and grammar, or in the description of advertising language. The rhetoric means makes the advertising language become a unique one. In this paper, we try to show and resolve the advertising language in a systematic and comprehensive way on the basis of the theory of stylistics. The theory of the prospect is the present style. This paper is a hot topic in the field of science. Summary and discussion. The "Foreground" is an aesthetic term used to refer to a drawing from a drawing The part of the background. The Prague school used the term to describe the 1930s. In the language, the phenomenon of variation in the language is not only due to the variation of the language, but also to those that have not changed, but also to those that have not changed. A prominent language phenomenon. Halliday is the representative of the functionalism. He advocates the analysis of the language from the point of view of the function. He thinks the "Foreground" should be "the driver's projectio." n ". That is, only a language that produces functional variation or regularity in the context can achieve the effect of the future In order to realize its attraction function, the authors write, word, sentence, and the semantic aspects of "trunk>" varia. ". That is, the variation goes deep into the language content from the form of a language, from the language The meaning of the surface layer is deep into the meaning of the inner layer. The writing is to achieve the purpose of attracting through the physical symbol, and the use of the punctuation mark can be realized through various forms of text arrangement and punctuation. in particular, that use of acronyms, jane, To narrow the word with a word and a new word. is a significant feature of the advertising syntax. for the sake of brevity, The functional words in the text are largely deleted. To make a lot of use in the way of a confession. The characters and artistic charm of the advertisement are infinite. The "overrule" of the voice, the word, the sentence and the various layers also helps the advertisement achieve the prospect The effect is to attract the reader's purpose. The next occurrence is that the advertisement appears to be simple and vivid. They are widely used in the advertising language. In order to prove that the foreground is an effective means to realize the function of advertisement attraction, this paper lists a great deal of By way of illustration, the author follows the following four principles:1) Examples of sources include both domestic and foreign, and advertisements come from various forms, such as radio, television, newspapers, and networks The majority of the examples come from the latest media. This will help. the analysis of the reader, the reader's understanding. (3) The example choice is optional. Only in this way can we ensure that the selected illustration represents the general feature of the advertisement. (4) The example of the advertising trade name, in the case of an example As part of the cultural and creative industry, the advertising industry, as part of the cultural and creative industry, has now become one of the leading industries of social and economic development, advertising The main function of this paper is to attract the function, but the main function is to attract the function. In this paper, from the aspect of the stylistics, the paper discusses the perspective of the prospect in the various aspects of the language through variation and regularity, and through a great deal of examples and certificates.
【學(xué)位授予單位】：北京交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：H052
本文編號(hào)：2492292
[Abstract]:With the advent of the commoditized society, the advertisement is almost non-porous in our society today, and its communication medium is diverse, including newspapers, magazines, television, broadcasting, network and so on. No matter if we're willing, in our daily life, we'll be in touch with a variety of different types of advertising every day. The advertising language is, in particular, as large as the other. Therefore, it is not only able to help the author improve the writing level, but also to help language learners to better understand the content of the advertisements and appreciate their language skills. There are many scholars who have studied the advertising language from different linguistic perspectives, but most of the research focuses on the generalization of the general commonness of the advertising language in terms of vocabulary, syntax and grammar, or in the description of advertising language. The rhetoric means makes the advertising language become a unique one. In this paper, we try to show and resolve the advertising language in a systematic and comprehensive way on the basis of the theory of stylistics. The theory of the prospect is the present style. This paper is a hot topic in the field of science. Summary and discussion. The "Foreground" is an aesthetic term used to refer to a drawing from a drawing The part of the background. The Prague school used the term to describe the 1930s. In the language, the phenomenon of variation in the language is not only due to the variation of the language, but also to those that have not changed, but also to those that have not changed. A prominent language phenomenon. Halliday is the representative of the functionalism. He advocates the analysis of the language from the point of view of the function. He thinks the "Foreground" should be "the driver's projectio." n ". That is, only a language that produces functional variation or regularity in the context can achieve the effect of the future In order to realize its attraction function, the authors write, word, sentence, and the semantic aspects of "trunk>" varia. ". That is, the variation goes deep into the language content from the form of a language, from the language The meaning of the surface layer is deep into the meaning of the inner layer. The writing is to achieve the purpose of attracting through the physical symbol, and the use of the punctuation mark can be realized through various forms of text arrangement and punctuation. in particular, that use of acronyms, jane, To narrow the word with a word and a new word. is a significant feature of the advertising syntax. for the sake of brevity, The functional words in the text are largely deleted. To make a lot of use in the way of a confession. The characters and artistic charm of the advertisement are infinite. The "overrule" of the voice, the word, the sentence and the various layers also helps the advertisement achieve the prospect The effect is to attract the reader's purpose. The next occurrence is that the advertisement appears to be simple and vivid. They are widely used in the advertising language. In order to prove that the foreground is an effective means to realize the function of advertisement attraction, this paper lists a great deal of By way of illustration, the author follows the following four principles:1) Examples of sources include both domestic and foreign, and advertisements come from various forms, such as radio, television, newspapers, and networks The majority of the examples come from the latest media. This will help. the analysis of the reader, the reader's understanding. (3) The example choice is optional. Only in this way can we ensure that the selected illustration represents the general feature of the advertisement. (4) The example of the advertising trade name, in the case of an example As part of the cultural and creative industry, the advertising industry, as part of the cultural and creative industry, has now become one of the leading industries of social and economic development, advertising The main function of this paper is to attract the function, but the main function is to attract the function. In this paper, from the aspect of the stylistics, the paper discusses the perspective of the prospect in the various aspects of the language through variation and regularity, and through a great deal of examples and certificates.
【學(xué)位授予單位】：北京交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：H052
【引證文獻(xiàn)】
相關(guān)碩士學(xué)位論文 前2條
1 肖海霞;《紅字》中前景化語(yǔ)言特征的文體分析[D];中南民族大學(xué);2012年
2 孟艷華;《青年藝術(shù)家的肖像》中前景化特征的文體分析[D];青島大學(xué);2013年
，本文編號(hào)：2492292
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