本文關(guān)鍵詞：商品廣告語(yǔ)模糊性研究　出處：《華中師范大學(xué)》2014年碩士論文　論文類(lèi)型：學(xué)位論文

  更多相關(guān)文章： 商品廣告語(yǔ) 模糊性 構(gòu)建方式 形成原因 使用情境

【摘要】：廣告作為信息傳播的媒介,一直以來(lái)受到廣泛重視。廣告語(yǔ)言作為廣告信息的重要載體,在語(yǔ)言學(xué)和廣告學(xué)兩個(gè)領(lǐng)域都建立了廣泛深刻的研究基礎(chǔ)。語(yǔ)言學(xué)領(lǐng)域?qū)V告語(yǔ)言的研究針對(duì)廣告語(yǔ)言的本體研究；廣告學(xué)范疇的廣告語(yǔ)言研究主要從廣告策劃入手,分析廣告語(yǔ)言的傳播力度和效度。本文從語(yǔ)言模糊性角度入手,使用綜合和分析法的研究方法,研究廣告模糊語(yǔ)的構(gòu)建方式、形成原因、以及在實(shí)際廣告語(yǔ)言創(chuàng)作中使用情境,最后在此基礎(chǔ)上分析廣告中模糊語(yǔ)言對(duì)消費(fèi)者消費(fèi)行為影響。 本文主要分為三個(gè)部分： 首先,考察廣告模糊語(yǔ)的構(gòu)建方式。分別從商品廣告語(yǔ)言的模糊詞匯、句子模糊性、以及語(yǔ)篇模糊性分析入手,對(duì)商品廣告語(yǔ)言中模糊的概況做出分析。詞匯層面,考察了,廣告中的模糊限制語(yǔ)、數(shù)量詞語(yǔ)的模糊性以及時(shí)間詞語(yǔ)的模糊性。句子層面,分別從單句和復(fù)句角度考察了廣告中模糊省略句,以及模糊疑問(wèn)句的使用情況。語(yǔ)篇層面,考察分析了廣告中模糊語(yǔ)篇的形式特點(diǎn)和語(yǔ)篇模糊意義的生成。 其次,考察商品廣告模糊語(yǔ)的形成原因。分別從語(yǔ)言本質(zhì)屬性、廣告語(yǔ)言自身特質(zhì)、以及認(rèn)知心理因素分析廣告模糊形成的原因。 最后,考察商品廣告模糊語(yǔ)使用情境以及商品廣告中模糊語(yǔ)言使用對(duì)消費(fèi)者消費(fèi)行為的提升功能。本文基于語(yǔ)言具有模糊性這一理論基礎(chǔ),研究廣告語(yǔ)言的模糊性,以期探究廣告語(yǔ)言特點(diǎn),起到拋磚引玉的作用。
[Abstract]:As the medium of information dissemination, advertising has been widely paid attention to. Advertising language as an important carrier of advertising information. Extensive and profound research foundation has been established in the fields of linguistics and advertising. The study of advertising language in the field of linguistics focuses on the ontology of advertising language; The study of advertising language in the field of advertising mainly starts with advertising planning and analyzes the communication strength and validity of advertising language. This paper starts with the perspective of language fuzziness and uses the research method of comprehensive and analytical method. This paper studies the way of construction of advertising vague language, the reasons for its formation, and the use of situation in the actual advertising language creation. Finally, it analyzes the influence of vague language in advertising on consumer consumption behavior. This paper is divided into three parts: First of all, this paper investigates the construction of advertising fuzziness, starting with the analysis of vague vocabulary, sentence fuzziness and textual fuzziness of commodity advertising language. This paper makes an analysis of the general situation of vagueness in commodity advertising language. At the lexical level, it examines the hedges in advertising, the fuzziness of quantitative words, the fuzziness of temporal words, and the sentence level. From the perspective of single sentence and complex sentence, this paper examines the use of vague ellipsis and fuzzy interrogative sentence in advertising, and analyzes the formal characteristics of fuzzy discourse and the formation of fuzzy meaning in text. Secondly, the causes of the formation of commodity advertising vagueness are investigated, and the reasons of the formation of advertising vagueness are analyzed from the perspective of the essential attributes of language, the characteristics of advertising language and the cognitive psychological factors. Finally, this paper examines the usage of vague language in commodity advertising and the function of the use of vague language in commodity advertising to enhance consumer consumer behavior. This paper is based on the theory of fuzziness in language. This paper studies the fuzziness of advertising language in order to explore the characteristics of advertising language.
【學(xué)位授予單位】：華中師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：H136

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