本文關(guān)鍵詞： 汽車廣告語言 前景化 偏離 過分規(guī)則化　出處：《河北大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：廣告一詞最初來源于中世紀(jì)拉丁語‘a(chǎn)dvertere’，意為吸引人們的注意。作為廣告的靈魂部分，廣告語也受到了越來越多學(xué)者的青睞。近年來越來越多的學(xué)者開始重視對廣告語的研究，運(yùn)用各種理論如順應(yīng)論，跨文化交際理論，修辭方面的理論等對其進(jìn)行分析。盡管從前景化角度對汽車廣告語進(jìn)行的研究有許多，然而將Halliday和Leech的前景化與修辭學(xué)家王希杰的偏離理論相結(jié)合對汽車廣告語的分析并不多。本文以前景化為理論框架，全面具體的分析了汽車廣告語言各個(gè)層面的前景化現(xiàn)象。 為了使語料更具有客觀性和可靠性，本文通過隨機(jī)抽樣篩選出50條語料�；谇熬盎碚摚\(yùn)用定性研究、定量研究結(jié)合的方法對汽車廣告語前景化現(xiàn)象進(jìn)行研究，，旨在回答：1）汽車廣告語質(zhì)量上前景化特點(diǎn)是怎樣體現(xiàn)的？2）汽車廣告語數(shù)量上的前景化特點(diǎn)是怎樣體現(xiàn)的？3）前景化在汽車廣告語中有什么作用？ 論文發(fā)現(xiàn)汽車廣告語的質(zhì)量上的前景化體現(xiàn)為語言的偏離，包括語言世界和非語言世界偏離。語言世界的偏離主要包括語音、書寫、詞匯、語法、語義、語域、以及語用原則的偏離。非語言世界偏離包括物質(zhì)世界，文化世界和心理世界的偏離。汽車廣告語的數(shù)量上的前景化現(xiàn)象主要體現(xiàn)為過分規(guī)則化，包括語音，詞匯，語法，和修辭的過分規(guī)則化。前景化在汽車廣告語中的作用主要表現(xiàn)在：前景化使語言更具吸引力、用詞簡潔、吸引讀者注意、加深讀者對汽車品牌的認(rèn)識(shí)以及滿足讀者的美學(xué)期望，因此，前景化可以滿足汽車廣告的主要目標(biāo)：吸引讀者，促進(jìn)消費(fèi)。 對汽車廣告語前景化特點(diǎn)的研究，從理論上來說，可以對當(dāng)前汽車廣告語言的特點(diǎn)有一個(gè)總體的歸納，加深讀者對前景化理論的認(rèn)識(shí)。從實(shí)踐意義上來說，不僅有助于提高讀者對汽車廣告語的鑒賞能力和創(chuàng)作水平，更有助于規(guī)范廣告語言，為廣告制作者提供建議和參考。 論文共5章。第一章是引言，主要介紹了研究背景，研究目的和意義，研究方法，研究問題以及論文的結(jié)構(gòu)。第二章回顧了前人對廣告語言及前景化理論所作的研究。第三章具體介紹了Halliday，Leech的前景化理論以及王希杰提出的偏離理論，并在此基礎(chǔ)上創(chuàng)建了本文的理論框架。第四章是主體部分。通過汽車廣告實(shí)例，筆者從偏離和過分規(guī)則化這兩個(gè)實(shí)現(xiàn)前景化主要手段，對汽車廣告語進(jìn)行了分析。然后，論文論述了前景化在廣告語中的作用。第五章為結(jié)論部分，主要論述了論文的主要發(fā)現(xiàn)：前景化現(xiàn)象廣泛出現(xiàn)在廣告語言的各個(gè)層面，前景化的使用可以吸引消費(fèi)者、激發(fā)購買欲，是提高廣告推銷能力的有效手段。最后指出了論文的局限性及對未來研究的建議。
[Abstract]:The word "advertisement" originally came from the medieval Latin "advertereen", meaning to attract people's attention. As the soul of advertising, advertising language has also been favored by more and more scholars. In recent years, more and more scholars have begun to attach importance to the study of advertising language. Various theories, such as adaptation theory, cross-cultural communication theory and rhetoric theory, are used to analyze them, although there are many researches on automobile advertising language from the perspective of foregrounding. However, combining the foregrounding of Halliday and Leech with the deviation theory of rhetorist Wang Xinjie, there are few analysis of automobile advertising language. This paper makes a comprehensive and concrete analysis of the foregrounding phenomenon in all levels of automotive advertising language, taking the foreground as the theoretical framework. In order to make the corpus more objective and reliable, 50 samples were selected by random sampling. Based on the theory of foregrounding, qualitative and quantitative studies were used to study the foregrounding phenomenon of automobile advertising. Answer: 1) how does the quality of automobile advertisement reflect the characteristics of foregrounding? 2) how does the foregrounding feature of automobile advertising language reflect? 3) what role does foregrounding play in automobile advertising? It is found that the foregrounding of automobile advertising language is the deviation of language, including the deviation of language world and non-language world. The deviation of language world mainly includes pronunciation, writing, vocabulary, grammar, semantics, register, etc. The deviation of non-linguistic world includes material world, cultural world and psychological world. The foregrounding phenomenon of automobile advertising language is mainly embodied in excessive regularization, including pronunciation, vocabulary, grammar, etc. The role of foregrounding in automobile advertising is that it makes the language more attractive, uses simple words, attracts readers' attention, deepens the readers' understanding of the automobile brand and satisfies the aesthetic expectations of the readers. Therefore, foregrounding can satisfy the main goal of automobile advertisement: to attract readers and promote consumption. The study on the characteristics of the foregrounding of automotive advertising language, theoretically, can generalize the characteristics of the current automotive advertising language and deepen the readers' understanding of the foregrounding theory. It is not only helpful to improve readers' appreciation ability and creative level of automobile advertising language, but also to standardize advertising language and provide advice and reference for advertisement makers. The first chapter is the introduction, which mainly introduces the research background, research purpose and significance, research methods, Chapter two reviews the previous researches on advertising language and the theory of foregrounding. Chapter three introduces Hallidayor Leech's theory of foregrounding and Wang Xijie's theory of deviation. On this basis, the theoretical framework of this paper is established. Chapter 4th is the main part. Through the example of automobile advertisement, the author analyzes the automotive advertising language from the two main means of realizing foregrounding: deviation and excessive regulation. This paper discusses the role of foregrounding in advertising language. Chapter 5th is the conclusion part, which mainly discusses the main findings of the paper: the phenomenon of foregrounding appears widely in all levels of advertising language, and the use of foregrounding can attract consumers. Stimulating purchasing desire is an effective means to improve advertising ability. Finally, the limitations of the paper and suggestions for future research are pointed out.
【學(xué)位授予單位】：河北大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：H15

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相關(guān)期刊論文 前2條

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本文編號(hào)：1494272