本文選題：中國體育品牌廣告語 + 社會語言學(xué)��； 參考：《西安外國語大學(xué)》2013年碩士論文

【摘要】：廣告語作為一種商業(yè)語體而存在于當(dāng)代社會消費生活中，其最根本的目的是勸說顧客進行消費,因此其語言特點也受這樣的目的性而影響，成為區(qū)別于其他語言形式的語言。在語言學(xué)范疇內(nèi)有較大的研究價值。前人對于廣告語的研究大多停留在傳統(tǒng)結(jié)構(gòu)主義語言學(xué)的角度，從廣告語的選詞、詞義、句型、文化學(xué)意義等層面進行分析,并且對廣告語的形式特點作了細致全面的描述和總結(jié)，取得了豐碩的成果。廣告語作為社會的產(chǎn)物，為了突出其社會性的特點，不可避免的受社會各種因素的影響和制約。因此本文試圖以社會語言學(xué)為探索視角，分析社會各因素對我國體育品牌廣告語的影響。最終發(fā)現(xiàn)，行業(yè)特征、時代特征以及消費者的性別、年齡等因素都會對體育品牌廣告語有影響。這些廣告語的不斷發(fā)展變化是國內(nèi)外兩種因素共同影響的結(jié)果，且會受到廣告原則的制約作用。而在不斷的發(fā)展變化中，，這些廣告語在選詞、詞義、句類以及所蘊含的文化內(nèi)涵等方面表現(xiàn)出了諸多特征。通過對中國體育品牌廣告語進行上述的分析以及與國外品牌廣告語的對比，筆者總結(jié)出我國體育品牌廣告語存在的一些問題及主要原因。 本文主要由五個部分組成，第一章主要就廣告語及體育品牌廣告語、前人的研究綜述、本文的研究意義、語料來源、研究內(nèi)容和方法等作了全面的交代，以此來作為本文參照和研究的基礎(chǔ)。第二章首先對社會語言學(xué)方法論作了概述，并利用語料從社會語言學(xué)角度對影響體育品牌廣告語的各社會因素作深入分析。第三章主要論述國內(nèi)外兩種因素對體育品牌廣告語的發(fā)展變化所起到的作用。第四章主要分析在社會各因素的影響下，我國體育品牌廣告語自身形成的形式特點和文化學(xué)特征。第五章也就是本文的最后一部分，主要對我國體育品牌廣告語存在的問題及原因進行剖析。結(jié)論部分指出文章的不足之處及發(fā)展前景。
[Abstract]:Advertising language, as a business style, exists in the contemporary social consumption life, its most fundamental purpose is to persuade customers to consume, so its language characteristics are influenced by such purpose and become different from other language forms. It has great research value in the field of linguistics. Most of the previous studies of advertising language remain in the perspective of traditional structuralist linguistics, from the aspects of word selection, word meaning, sentence structure, cultural meaning and so on. The formal characteristics of advertising language have been described and summarized, and fruitful results have been achieved. As a product of society, advertising language is inevitably influenced and restricted by various social factors in order to highlight its social characteristics. Therefore, this paper tries to analyze the influence of social factors on sports brand advertising in China from the perspective of sociolinguistics. Finally, it is found that industry characteristics, age, age and age influence the advertising language of sports brand. The continuous development of these advertising words is the result of two factors both at home and abroad, and will be restricted by advertising principles. In the constant development and change, these advertising words in the choice of words, word meaning, sentence types and cultural connotations, and so on have shown a lot of characteristics. Through the above analysis of Chinese sports brand advertising language and the comparison with foreign brand advertising language, the author summarizes some problems and main reasons of sports brand advertising language in China. This paper is composed of five parts. The first chapter gives a comprehensive account of the advertising language and sports brand advertising language, the research significance of this paper, the source of the corpus, the contents and methods of the research, etc. This is the basis of reference and research in this paper. In the second chapter, the methodology of sociolinguistics is summarized, and the social factors that affect the advertising language of sports brand are analyzed from the perspective of sociolinguistics. The third chapter mainly discusses the effect of two factors at home and abroad on the development and change of sports brand advertising language. The fourth chapter mainly analyzes the formal and cultural characteristics of sports brand advertising language in China under the influence of various social factors. The fifth chapter is the last part of this paper, mainly analyzes the problems and causes of sports brand advertising in China. The conclusion part points out the deficiency and development prospect of the article.
【學(xué)位授予單位】：西安外國語大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：H136

【參考文獻】

相關(guān)期刊論文 前8條

1 馬志媛;;廣告?zhèn)髅脚c社會語言學(xué)[J];今傳媒;2012年04期

2 董睿;;中英廣告語的社會語言學(xué)分析[J];湖北經(jīng)濟學(xué)院學(xué)報(人文社會科學(xué)版);2010年03期

3 馮珍娟;;廣告語篇中的語碼轉(zhuǎn)換及其語用功能[J];浙江海洋學(xué)院學(xué)報(人文科學(xué)版);2009年01期

4 戴志鵬;宋惠明;彭妍琪;;我國知名體育品牌廣告語的文化學(xué)審視[J];吉林體育學(xué)院學(xué)報;2011年06期

5 任志萍;;體育廣告語的語言特征、內(nèi)涵意義及語用功能的實現(xiàn)[J];商場現(xiàn)代化;2007年08期

6 高佑梅;社會語言學(xué)的發(fā)展歷程及其研究趨向[J];天津外國語學(xué)院學(xué)報;2004年04期

7 宋曉霞;;我國體育廣告語特點分析[J];體育文化導(dǎo)刊;2011年10期

8 祝畹瑾;關(guān)于培養(yǎng)社會語言學(xué)專業(yè)人才的幾點思考[J];語言教學(xué)與研究;2002年06期

本文編號：2065207