發(fā)布時(shí)間：2018-04-25 13:08

  本文選題：語(yǔ)言 + 文化　； 參考：《西安外國(guó)語(yǔ)大學(xué)》2013年碩士論文

【摘要】：廣告語(yǔ)是一種語(yǔ)言方式，它不但具有語(yǔ)言的全部要素，而且在語(yǔ)音、詞匯、修辭等語(yǔ)言要素上有自己的特點(diǎn)。運(yùn)用在經(jīng)濟(jì)領(lǐng)域的廣告語(yǔ)，不僅是一種語(yǔ)言，還是社會(huì)、歷史、民俗、觀念、道德、思維、物質(zhì)等文化的綜合體現(xiàn)。但是，，以往的研究都是單一的研究語(yǔ)言或者單一的研究商業(yè)價(jià)值，很少涉及文化的內(nèi)容。知名品牌的廣告語(yǔ)是廣告語(yǔ)中的典范，它的語(yǔ)言特點(diǎn)更加鮮明，蘊(yùn)含的文化更加豐富。這些經(jīng)典廣告語(yǔ)對(duì)于研究、探索廣告語(yǔ)的文化內(nèi)涵有重要的參考和指導(dǎo)意義。文章從文化語(yǔ)言學(xué)的角度對(duì)知名品牌廣告語(yǔ)的文化內(nèi)涵進(jìn)行深入全面的剖析。采用文化參照法、闡釋法、綜合應(yīng)用學(xué)科交叉研究法等方法對(duì)收集到的109條知名品牌廣告語(yǔ)，進(jìn)行語(yǔ)言、文化的分析，一共分為四部分： 第一部分，在簡(jiǎn)要闡述廣告文化內(nèi)涵的基礎(chǔ)上，更明確的劃定了本文的研究對(duì)象—知名品牌廣告語(yǔ)。第二部分從語(yǔ)音特點(diǎn)、詞匯特點(diǎn)、修辭特點(diǎn)三個(gè)方面對(duì)知名品牌廣告語(yǔ)的語(yǔ)言特點(diǎn)進(jìn)行了細(xì)致深入的剖析，清晰地展現(xiàn)了知名品牌廣告語(yǔ)常用的語(yǔ)音形式、詞匯類(lèi)型和修辭。第三部分從傳統(tǒng)文化和現(xiàn)代文化兩個(gè)部分對(duì)知名品牌廣告語(yǔ)的文化進(jìn)行剖析，其中傳統(tǒng)文化又從物質(zhì)文化和精神文化兩方面闡述。集中分析了時(shí)令食俗、酒文化、茶文化等飲食文化；從中華立領(lǐng)和旗袍等角度分析服飾文化。精神文化涵蓋了儒家、道家、佛教、道教、墨家等思想文化，此外還有民族性格、吉祥文化、愛(ài)國(guó)主義、家文化等其他傳統(tǒng)文化，以及體現(xiàn)出的審美情趣和認(rèn)知方式。第四部分從強(qiáng)加式消費(fèi)、物質(zhì)化的孝道、封建皇權(quán)和官本位思想復(fù)燃等方面解析廣告語(yǔ)對(duì)文化的曲解。 以知名品牌廣告語(yǔ)為研究對(duì)象，通過(guò)對(duì)廣告語(yǔ)言的構(gòu)成和語(yǔ)言文化的分析，讓人們了解廣告語(yǔ)言的特點(diǎn)，進(jìn)而對(duì)廣告語(yǔ)言有一個(gè)新的認(rèn)識(shí)和理解，希望幫助廣告人找到文化與商業(yè)效果的最佳結(jié)合點(diǎn)創(chuàng)作出更多經(jīng)典的廣告語(yǔ)。
[Abstract]:Advertising language is a kind of language. It not only has all the elements of language, but also has its own characteristics in speech, vocabulary, rhetoric and other language elements. The advertising language used in the economic field is not only a language, but also a comprehensive embodiment of society, history, folklore, ideas, morality, thinking, material and other cultures. However, previous studies have focused on a single language or a single study of commercial value, rarely involving cultural content. The advertisement language of famous brand is the model of advertisement language, its language characteristic is more distinct, the culture is richer. These classical advertising words have important reference and guidance significance for studying and exploring the cultural connotation of advertising language. From the perspective of cultural linguistics, this paper makes a thorough and comprehensive analysis of the cultural connotation of famous brand advertising language. By using the method of cultural reference, interpretation and comprehensive application of interdisciplinary research, the author analyzes the language and culture of 109 famous brand advertisements, which are divided into four parts: The first part, on the basis of briefly expounding the connotation of advertising culture, defines the research object of this paper-famous brand advertising language more clearly. The second part analyzes the language characteristics of famous brand advertising language from three aspects: phonological characteristics, lexical features and rhetoric characteristics, and clearly shows the common phonological forms, vocabulary types and rhetoric of famous brand advertising language. The third part analyzes the culture of famous brand advertising language from the two parts of traditional culture and modern culture, in which traditional culture is elaborated from two aspects of material culture and spiritual culture. This paper focuses on the analysis of seasonal food culture, wine culture, tea culture and other food culture, and analyzes the dress culture from the Chinese collar and cheongsam. Spiritual culture includes Confucianism, Taoism, Buddhism, Taoism, Mohism, and other traditional cultures, such as national character, auspicious culture, patriotism, home culture, etc. The fourth part analyzes the cultural misinterpretation of advertising language from the aspects of forced consumption, materialized filial piety, feudal imperial power and the revival of official standard thought. Taking the well-known brand advertising language as the research object, through the analysis of the composition of advertising language and language culture, let people understand the characteristics of advertising language, and then have a new understanding and understanding of advertising language. Hope to help advertisers find the best combination of cultural and commercial effects to create more classic advertising language.
【學(xué)位授予單位】：西安外國(guó)語(yǔ)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：H15

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本文編號(hào)：1801458