本文選題：網(wǎng)店用語　切入點(diǎn)：現(xiàn)狀　出處：《沈陽師范大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：本文以淘寶網(wǎng)300家服飾類店鋪為研究對(duì)象，其中包含2010年銷售量（額）前100名女裝店鋪、前100名男裝店鋪、前100名飾品、配件店鋪，通過對(duì)300家店鋪進(jìn)行語料的搜集、歸類，對(duì)網(wǎng)店用語的使用現(xiàn)狀進(jìn)行了客觀描述，分析了網(wǎng)店用語與社會(huì)文化心理的關(guān)系，，以及網(wǎng)店用語當(dāng)前存在的問題。 文章分為三個(gè)部分。第一部分對(duì)網(wǎng)店用語的使用現(xiàn)狀進(jìn)行了客觀描述，分別從語音、用詞、語法、修辭等方面特征對(duì)網(wǎng)店名及網(wǎng)店介紹類語言展開論述。網(wǎng)店名在語音特征上主要體現(xiàn)在元音構(gòu)成具有多樣性，音節(jié)構(gòu)成以三音節(jié)、四音節(jié)為主，其數(shù)量占總數(shù)的40.26%；在詞匯方面，構(gòu)成類型存在缺失現(xiàn)象，其中通名使用廣泛且豐富；在語法方面，名稱結(jié)構(gòu)類型以偏正式為主，在用字方面體現(xiàn)了組合方式多樣化，以純漢字網(wǎng)店名為主的特點(diǎn)；在修辭方面，較多運(yùn)用雙聲、疊韻、諧音、比喻、比擬等修辭手法。網(wǎng)店介紹類語言在語音方面體現(xiàn)出韻律和諧，多使用押韻、諧音的特點(diǎn)；在用詞方面，多使用形容詞、語氣詞；在句式方面，多運(yùn)用單句、祈使句。 第二部分在對(duì)網(wǎng)店名、網(wǎng)店介紹類語言使用現(xiàn)狀描述的基礎(chǔ)上，分析了這些使用現(xiàn)狀與消費(fèi)心理、民俗文化、時(shí)代特征等各種社會(huì)文化心理因素的關(guān)系。研究表明，網(wǎng)店用語的使用與年齡心理、性別心理、求新求奇心理等消費(fèi)心理有關(guān)；商家還會(huì)考慮到傳統(tǒng)文化，使網(wǎng)店用語受到趨利避害等思想的影響；同時(shí)網(wǎng)店用語的使用也反映了時(shí)代變化。 第三部分指出了網(wǎng)店用語存在的問題，并針對(duì)這些問題提出了一些意見和建議。通過大量的語料分析，我們發(fā)現(xiàn)當(dāng)下網(wǎng)店用語存在盲目崇洋、刻意復(fù)古、媚俗驅(qū)怪的弊病，這些問題需要加強(qiáng)規(guī)范使用語言文字的意識(shí)，管理部門應(yīng)該出臺(tái)及時(shí)有效的政策、法規(guī)，加強(qiáng)管理及監(jiān)督，使網(wǎng)店用語的使用更加規(guī)范。
[Abstract]:This article takes Taobao 300 clothing shops as the research object, including the top 100 women's clothing stores in 2010 sales volume, the top 100 men's clothing stores, the top 100 ornaments, the accessories stores, through the language corpus collection, the classification to 300 stores, This paper gives an objective description of the current situation of the use of online shop terms, analyzes the relationship between online shop terms and social cultural psychology, and the problems existing in online shop terms. The article is divided into three parts. The first part gives an objective description of the use of online store terms, respectively from the pronunciation, words, grammar, The phonological features of online shop name are mainly reflected in the diversity of vowel formation, the syllable is mainly three-syllable and four-syllable, and its number accounts for 40.26% of the total. In grammatical aspect, the type of name structure is mainly partial formality, and in the aspect of word use, it embodies the characteristics of combination, which is mainly composed of pure Chinese characters' online shop name, and in the aspect of rhetoric, it has the following characteristics: (1) the lack of the form of composition, in which the generic name is widely used and abundant; More use of double tone, rhyme, homophony, metaphor, analogy and other rhetorical devices. Online shop introduction language in the phonetic aspects of the embodiment of rhythm harmony, more use of rhyme, homophonic characteristics, in terms of words, the use of adjectives, mood words; In the sentence structure, use more single sentence, imperative sentence. In the second part, on the basis of describing the status quo of the use of online shop name and language, the author analyzes the relationship between the usage status and various social and cultural psychological factors, such as consumer psychology, folk culture, and the characteristics of the times. The use of online shop terms is related to the consumption psychology such as age psychology, gender psychology, novelty seeking psychology, etc. The merchants will also take into account the traditional culture, so that the online shop language will be influenced by the idea of seeking advantages and avoiding disadvantages. At the same time, the use of online store terms also reflects the changes of the times. The third part points out the problems existing in the online shop language, and puts forward some suggestions and suggestions in view of these problems. Through the analysis of a large number of language materials, we find that there are blind worship of foreign language, deliberate restoration of the ancient times, vulgar exorcism, and so on. These problems need to strengthen the consciousness of standardizing the use of language and characters, and the management department should issue timely and effective policies, laws and regulations, strengthen management and supervision, and make the use of online store language more standardized.
【學(xué)位授予單位】：沈陽師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：H136

【參考文獻(xiàn)】

相關(guān)期刊論文 前6條

1 辛菊;商品推銷人員叫賣語言的藝術(shù)技巧與邏輯特征[J];山西師大學(xué)報(bào)(社會(huì)科學(xué)版);2001年01期

2 王良杰;淺談修辭在廣告語中的運(yùn)用[J];河北廣播電視大學(xué)學(xué)報(bào);2005年01期

3 郭緒文,鄧琪;廣告文稿幽默產(chǎn)生的語言機(jī)制研究[J];重慶大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);2003年06期

4 陳莎;廣告中“諧音成語”文化現(xiàn)象透視[J];修辭學(xué)習(xí);1996年06期

5 鄭夢(mèng)娟;;當(dāng)代商業(yè)店名的社會(huì)語言學(xué)分析[J];語言文字應(yīng)用;2006年03期

6 方彩芬;網(wǎng)絡(luò)語言特點(diǎn)透析[J];寧波高等�？茖W(xué)校學(xué)報(bào);2002年01期

相關(guān)碩士學(xué)位論文 前8條

1 李麗輝;岳麓山大學(xué)城店鋪名稱的語言學(xué)研究[D];湖南師范大學(xué);2007年

2 楊興軍;廣告語言的表達(dá)特點(diǎn)及影響因素[D];東北師范大學(xué);2006年

3 呂s

本文編號(hào)：1574176