【摘要】：廣告標(biāo)題是標(biāo)題研究的重要對象,然而長久以來學(xué)界對標(biāo)題語言的研究多集中于新聞?wù)Z體,對廣告語體的探討則較少。本文以2012年《中國旅游報》的旅游廣告標(biāo)題為研究對象,在建立標(biāo)題語料庫的基礎(chǔ)上,通過定量統(tǒng)計、定性分析與對比研究的方法,對旅游廣告標(biāo)題的整體語言特征進(jìn)行了較全面的描寫。此外,本文還結(jié)合廣告標(biāo)題的四大功能,對其特征的成因與功效展開了闡述,以期更好地了解旅游廣告標(biāo)題的整體語言面貌,為標(biāo)題創(chuàng)作提供有益的參考,同時對標(biāo)題語言的研究起到一定的補(bǔ)充作用。 論文共分四大部分。第一部分即第一章,主要論述本文選題的依據(jù)、目的、意義,分析了標(biāo)題研究的現(xiàn)狀,介紹了研究對象及研究方法。 第二部分是本文的主體和重點(diǎn),包括第二、三、四、五章,對旅游廣告標(biāo)題的語言本體特征進(jìn)行了考察。第二章描寫的是其語音特征：語音長度上,7—12音節(jié)的標(biāo)題最為常見,因其兼顧了信息量與簡潔性的要求；語音節(jié)奏上,節(jié)拍群和音步組合的多樣性使節(jié)奏更加靈活,而音步及其組合的重復(fù)性使得節(jié)奏更加整齊。第三章描寫的是其用詞特征：高頻動詞與形容詞體現(xiàn)了消費(fèi)者的普遍需求,低頻詞和詞類活用的大量存在使得標(biāo)題更加新穎、簡潔、美觀。第四章概括的是其語法特征：一級目的地標(biāo)題和二級標(biāo)題的指稱性鮮明,因其體詞性標(biāo)題多于謂詞性標(biāo)題；復(fù)指結(jié)構(gòu)因能多方位地表現(xiàn)和強(qiáng)調(diào)主題而使用廣泛；省略句作為常用句式能使標(biāo)題更加簡潔明快。第五章概述了其修辭特征：對偶、排比、比喻、比擬和借代是使用最多的辭格；一級標(biāo)題更注重吸引受眾,因而其辭格使用比例遠(yuǎn)高于二級標(biāo)題。 第三部分即第六章,該章對旅游廣告標(biāo)題的文化影響功能進(jìn)行了分析,概括了其發(fā)揮影響的三個主要途徑：傳播文化知識、倡導(dǎo)生活方式和培養(yǎng)審美情趣。 第四部分即第七章,對全文進(jìn)行總結(jié),并指出研究的不足。
[Abstract]:Advertising title is an important object of title research. However, the academic research on headline language has focused on news style for a long time, but less on advertising style. This paper takes the title of Chinese Tourism Journal 2012 as the research object, on the basis of establishing title corpus, through quantitative statistics, qualitative analysis and contrastive research method, This paper gives a comprehensive description of the overall language features of the title of tourism advertisements. In addition, combined with the four functions of the advertising title, this paper expounds the causes and effects of its characteristics, in order to better understand the overall language features of the title of tourism advertisements, and provide useful references for the creation of the title. At the same time, it plays a supplementary role in the research of title language. The thesis is divided into four parts. The first part is the first chapter, which mainly discusses the basis, purpose and significance of the topic selection, analyzes the status quo of title research, and introduces the research object and research method. The second part is the main body and focus of this paper, including the second, third, fourth and fifth chapters, to explore the language ontology characteristics of tourism advertising titles. The second chapter describes its phonological features: in the length of the pronunciation, the title of 7-12 syllables is the most common, because it takes into account the requirements of information and simplicity; In terms of phonological rhythm, the diversity of metronome group and pace combination makes the rhythm more flexible, while the repetition of phonetics and their combination makes the rhythm more regular. The third chapter describes the features of its usage: high-frequency verbs and adjectives reflect the general needs of consumers, low-frequency words and parts of speech make the title more novel, concise, and beautiful because of the existence of a large number of low-frequency words and parts of speech. The fourth chapter summarizes its grammatical features: the first-class destination title and the second-level title have distinct referential characteristics, because of the fact that the corpus title is more than the predicate title, the compound-referential structure is widely used because of its multi-directional representation and emphasis on the subject. Skimming as a common sentence pattern can make the title more concise and lively. The fifth chapter summarizes its rhetorical features: duality, parallelism, metaphor, analogy and metonymy are the most used figures of speech; first-level titles pay more attention to attracting the audience, so the proportion of use of figures of speech is much higher than that of secondary titles. The third part is the sixth chapter, which analyzes the cultural influence function of the title of tourism advertisement, and generalizes the three main ways to exert its influence: spreading cultural knowledge, advocating life style and cultivating aesthetic taste. The fourth part, the seventh chapter, summarizes the full text and points out the deficiency of the research.
【學(xué)位授予單位】：廈門大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：H15

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