本文選題：廣告牌　切入點：廣告效用　出處：《南京大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：當(dāng)今世界處于一個經(jīng)濟(jì)繁榮發(fā)展的時代,經(jīng)濟(jì)是當(dāng)今世界發(fā)展的一個重要主題。而廣告在經(jīng)濟(jì)發(fā)展中發(fā)揮著非常重要的作用。廣告設(shè)計者的目的就是希望通過廣告語言和圖來吸引潛在顧客,向信息接受者傳達(dá)信息并說服他們購買廣告宣傳中的商品。正因為要達(dá)到這樣的廣告效用,廣告中的語言和圖應(yīng)當(dāng)呈現(xiàn)出相應(yīng)的語言特色和圖畫特色。長期以來廣告語言學(xué)作為語言學(xué)的一個新的研究領(lǐng)域備受關(guān)注并不斷在深入發(fā)展。尤其近幾年來廣告語言學(xué)的發(fā)展已不再局限在文字而更多的是和廣告圖聯(lián)系起來研究。這樣的研究目前局限在雜志廣告和電視廣告中并處在一個剛開始的階段。而廣告牌廣告中的圖文研究長期未被語言學(xué)家所重視。與其他的廣告媒體相比廣告牌主要有兩個特點：首先是它的受眾人數(shù)多,目標(biāo)人群主要是一個城市或者一個城區(qū)的居民或者游客,另外它一天24小時都在發(fā)揮作用。發(fā)生作用時間比其他媒體要長。但是廣告牌是戶外廣告,廣告效果會受到很多因素的影響。比如高大的建筑,�？康能嚀踝×藦V告牌,或者距離太遠(yuǎn)人們無法看清楚廣告信息以及行人很少會特意停下來留足時間來看廣告牌而導(dǎo)致交際時間過短等等。為了克服這些不利因素達(dá)到預(yù)期的廣告效果,廣告牌上的語言和圖在設(shè)計和使用上呈現(xiàn)出不同于其他媒體所用的語言和圖的特點。另外不同國家的文化,心理等因素也對語言和圖的選擇使用有著重要的影響。因此比較中德兩個國家的廣告牌的文字與圖也能對兩個國家文化和民眾心理不同之處有所認(rèn)識。如今在國內(nèi)外從語言學(xué)角度對廣告牌的研究還不是很多,因此這是一個比較新的研究領(lǐng)域,有很大的研究潛力。在我的論文中主要分析漢德語廣告牌各自圖文特點及其關(guān)系,并進(jìn)行比較,找出德漢廣告牌語言,圖,以及其中隱含的文化特征的區(qū)別和相同之處。 本篇論文正文分為理論部分,語言分析,圖分析,圖文關(guān)系分析四部分：在理論部分中闡述廣告圖文分析各自的研究理論,然后通過運用這些理論來分析廣告牌中圖文特點及其關(guān)系。依據(jù)廣告效用丘階段中前三個階段作為語言分析基礎(chǔ),即：吸引注意,傳遞信息,說服購買。廣告牌的語言將分別在這三個效用階段中從詞,句法,修辭等等來分析,探尋廣告牌為了實現(xiàn)這些效用在語言中都呈現(xiàn)出什么特點,中德廣告牌語言又有什么異同點。緊接著是圖的分析。論文將從圖的本質(zhì),含義以及廣告中功能來分析。其中圖的功能與廣告三個效用也是密切相關(guān)的。圖的功能與文化的關(guān)系也是研究的一個重點。最后一部分是圖文關(guān)系,主要分析語言和圖本質(zhì)區(qū)別,廣告中圖文交際方面功能異同以及二者在廣告牌中的語義關(guān)系和量的關(guān)系。 通過一系列的分析最后發(fā)現(xiàn),廣告牌中文字和圖為了實現(xiàn)廣告效用呈現(xiàn)出了一定的特點。在吸引注意這個效用中廣告牌文字類型和修辭手法起到了重要作用。為了實現(xiàn)第二階段傳遞信息的作用廣告牌中使用頻率高的詞類分別是名詞,形容詞和動詞,這與其功能有關(guān)。而在中德廣告牌中這些詞類的句法功能又有區(qū)別。另外句子長度和句子結(jié)構(gòu)也對傳遞信息有重要影響。廣告牌信息必須在短時間內(nèi)被接受處理,那么廣告牌句子就不能太長,結(jié)構(gòu)也不能太復(fù)雜。最后是說服效用。中德廣告牌通過對產(chǎn)品的信息說明,或者對廠商的評價以及對信息接受者情感影響來說服信息接受者來購買產(chǎn)品。 圖一般有三種含義：內(nèi)涵,外延以及聯(lián)想義。廣告牌中產(chǎn)品圖一般都只有內(nèi)涵義,目的是告訴觀察者產(chǎn)品外形。有一些圖比如產(chǎn)品商標(biāo)或者公司標(biāo)志圖一般含有的是外延義。本身沒有什么含義,就只有一個象征意義。還有些圖除了以上含義還有聯(lián)想義。這個含義是主觀的,因人而異的。廣告中的圖有三大功能：吸引注意,傳遞信息,引發(fā)情感。其中第三個功能在我看來就是通過另外一種方式的說服功能。而這些功能都是與文化相關(guān)的。同一樣的圖在不同的文化中可能就會傳遞不同的信息,引發(fā)不同的情感。 廣告牌的圖文關(guān)系中不是用一個概念就可以總結(jié)的,文字和圖之間可以存在好幾種語義關(guān)系。在句法關(guān)系即形式關(guān)系中德語廣告牌大多文字在下圖在上,文字偏左,圖偏右。而在漢語廣告牌中文字多在上,圖在下。左右關(guān)系同德語廣告牌。德語漢語廣告牌中圖在面積上都是占到絕對優(yōu)勢的。
[Abstract]:The world is in an era of economic prosperity and development, economy is an important subject in the development of the world. While advertising in economic development plays a very important role. The purpose of advertising designers is that through advertising language and image to attract potential customers, to convey information and persuade them to buy advertising of goods to the information because of the recipient. To achieve such advertising effectiveness, advertising language and map should show the corresponding language features and picture characteristics. Long term advertising linguistics as a new research field of linguistics has attracted much attention and constantly in-depth development. Especially in recent years the development of advertising linguistics is no longer limited to words is more advertising and relate research. Such research is currently limited in magazine ads and television advertisements and at the beginning of a stage. Study on graphic billboard advertisement in the long term is not linguists attention. Compared with other advertising media advertising has two main features: the first is the number of its audience, the target population is mainly a city or a city residents or tourists, in addition it 24 hours a day at work. Time longer than other media. But billboards are outdoor advertising, the advertising effect will be affected by many factors. Such as tall buildings, parked vehicles blocked the billboards, or too far away from the people to see advertising information and pedestrians rarely deliberately stopped to see billboards and leave enough time in communication time short and so on. In order to overcome these unfavorable factors to achieve the desired effect of advertising, advertisement language and graph showing different uses in other media language and figure on the design and use The characteristics of the culture of different countries. In addition, has an important influence on psychological factors such as language and graph. Choose to use text and map so billboard two German countries can have a better understanding of the differences between the two countries culture and folk psychology. Now at home and abroad from the perspective of linguistics research on advertising the brand is not a lot, so this is a relatively new research field, has great research potential. In my thesis mainly analyzes Chinese and German advertising their graphic characteristics and relationships, and compared to find out the Chinese advertising language, map, and cultural characteristics of the hidden differences and similarities.
This thesis is divided into the part of theory, linguistic analysis, chart analysis, graphic analysis of the relationship between the four part: elaborate the theory of advertising graphic analysis respectively in theory, and then through the use of these theories to analyze the characteristics and relations of graphic advertising billboards. According to the advertising effect with the first three stages of the five stages as the basis of language analysis: attract attention, transmission of information, persuaded to buy billboards. Language will be respectively in the three stage from the utility of words, syntax, rhetoric and so on to analyze, explore the billboards in order to achieve these effects in the language are shown in the German language what features, billboards and what followed by similarities and differences. Map analysis. This paper from the map of the nature, meaning and advertising function analysis. The functions of advertising and three utility is closely related. The relationship between function and culture is also on the map A key point. The last part is graph and text relationship. It mainly analyzes the difference between language and diagram, the similarities and differences of functions in picture and text communication, and the relationship between the two semantic relations and quantity in advertising board.
Through a series of analysis and finally found the text and image in advertising billboards in order to realize the utility shows certain characteristics. In this utility billboards attract the attention of text type and rhetoric plays an important role. In order to achieve the second stage billboard information transmission in the use of high frequency of lexical category respectively is a noun. Adjective and verb, which is related with its function. In the German advertising billboards and different syntactic functions of these lexical category. In addition, sentence structure and sentence length of transmission of information has an important influence. Billboard information must be in a short period of time to accept the deal, so the billboard sentence is not too long, not too structure complex. Finally convince utility. German billboard through description of product information, or vendor evaluation and influence of information recipient emotion to convince recipients of information to buy. Goods.
Figure has three meanings: connotation, denotation and associative meaning. Billboard products are generally only the connotation, purpose is to tell the observer product appearance. There are some diagrams such as product trademark or company logo figure generally contain is denotation. Itself does not have what meaning, just have a symbolic meaning. Some map in addition to the above meaning. The meaning and associative meaning is subjective, the advertisement in figure It differs from man to man.. There are three major functions: to attract attention, the transmission of information, triggering emotion. Third of them feature in my opinion is through another way of persuasion. These functions are related to culture. The same map in different cultures may convey different information, cause different feelings.
The relationship between text and billboard is not a concept can be summed up, there can be several semantic relations between text and image. In the form of syntactic relations relations in the text are mostly German billboards in the text, left, right. And the text in the chart in billboard in Chinese on the map next. About relations with Chinese and German. German billboard billboard charts in the area are accounted for absolute advantage.

【學(xué)位授予單位】：南京大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：J53;H052

【相似文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前4條

1 侯迎慶;德漢廣告牌圖文分析[D];南京大學(xué);2012年

2 王潔;房地產(chǎn)企業(yè)廣告效果探究[D];蘇州大學(xué);2011年

3 逯明;基于網(wǎng)絡(luò)廣告受眾的數(shù)據(jù)庫營銷研究[D];陜西科技大學(xué);2012年

4 王亞妮;我國上市公司社會捐贈影響因素研究[D];新疆財經(jīng)大學(xué);2010年

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本文編號：1617566