本文關(guān)鍵詞： “泛禁忌化” 網(wǎng)絡(luò)廣告語 非直接性 消費的“風(fēng)格化”　出處：《華東師范大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：在社會語言應(yīng)用中,語言禁忌是一個非常重要的話題。因為語言禁忌時常給人帶來強烈的不道德感和不適感,所以在公眾場合人們甚少使用,避免觸碰語言禁忌。如今,隨著現(xiàn)代互聯(lián)網(wǎng)技術(shù)的迅速發(fā)展,網(wǎng)絡(luò)購物應(yīng)運而生。與此直接相關(guān)的網(wǎng)絡(luò)廣告也被越來越多的廣告商競相追逐,市場規(guī)模逐漸擴大。"淘寶"、"京東"、"蘇寧"等電商迅猛崛起,更讓這場網(wǎng)絡(luò)廣告大戰(zhàn)陷入白熱化。在這幾年的發(fā)展中,網(wǎng)絡(luò)廣告不斷涌現(xiàn)出新的廣告形式,同時也出現(xiàn)了新的問題。我們發(fā)現(xiàn),網(wǎng)絡(luò)廣告中的禁忌語似乎已經(jīng)褪去了過去令人敬畏和恐懼的面紗,開始在大眾視野中大行其道。本文就以此現(xiàn)象為核心,以網(wǎng)絡(luò)廣告為基本研究對象,并且以網(wǎng)絡(luò)電商"雙十一"廣告為一個典型的案例,探討其中所反映的語言問題與及其相關(guān)的社會現(xiàn)實。語言禁忌在網(wǎng)絡(luò)廣告中的脫敏具體有兩種表現(xiàn)形式,一是商家在廣告中不規(guī)避語言禁忌,直接使用禁忌語的現(xiàn)象,我們稱之為"去禁忌化";二是商家在廣告中有意地規(guī)避了語言禁忌,不直接使用禁忌語,通過其他修辭手法曲折地利用語言禁忌的現(xiàn)象,我們稱之為"觸禁忌化"。由于這兩種現(xiàn)象都與語言禁忌有關(guān),所以本文將這兩種表現(xiàn)形式合稱為廣告語言的"泛禁忌化"。我們先從語言本體的角度出發(fā),分析了"泛禁忌化"廣告最大的特征——"非直接性"的形成原因。所謂"非直接性"是指廣告沒有對產(chǎn)品本身的質(zhì)量、特點以及性能的直接描述,廣告中關(guān)于商品直接的實用信息實質(zhì)上是缺失和淡化的。也就是說,在廣告中"廣告附體"超越了"廣告受體"。無論是"去禁忌化"廣告還是"觸禁忌化"廣告都體現(xiàn)了這一特點,我們更多看到的是廣告所表現(xiàn)出來的叛逆、另類與新潮的精神價值。其次,我們從語言的外部因素出發(fā),探尋此類現(xiàn)象出現(xiàn)的原因。通過網(wǎng)絡(luò)數(shù)據(jù)分析和社會調(diào)查研究,確定了 "泛禁忌化"廣告的目標(biāo)受眾是收入中等的"白領(lǐng)職業(yè)青年"以及正在接受中高等教育的學(xué)生。由于他們有著共同的語言態(tài)度,因此在網(wǎng)上形成了一個特定的言語社區(qū)。為了獲得這類消費者的情感認(rèn)同,廣告商借助語言禁忌來迎合他們,由此來吸引消費者進行消費。然而,由于廣告商忽視了語言規(guī)范在整個語言文明中根深蒂固的影響力和約束力,"去禁忌化"的廣告對語言禁忌的打破過于徹底和直接,使得"去禁忌化"廣告的接受度遠(yuǎn)遠(yuǎn)低于"觸禁忌化"廣告。接著,我們圍繞"泛禁忌化"廣告的"非直接性"這一重要特征展開社會認(rèn)知調(diào)查,確定了在消費者對這類廣告的認(rèn)知過程中,接收到的并非有關(guān)商品的實質(zhì)信息,而是語言禁忌所傳遞的代表個人身份的符號信息。語言禁忌身上有著消費者所熟悉和偏好的語言風(fēng)格,借此廣告商不斷強化這一言語社區(qū)的成員在網(wǎng)絡(luò)消費中的主體地位,由此鼓勵他們消費,消費成為了一場彰顯個人風(fēng)格與身份的盛宴。本文將這種通過在廣告中解放語言禁忌來吸引消費者,從而形成一種符號化消費熱潮的現(xiàn)象,稱之為"消費的風(fēng)格化"。最后,我們嘗試對這種現(xiàn)象進行文化透視,發(fā)現(xiàn)"泛禁忌化"廣告其實是后現(xiàn)代社會文化的一個縮影,它的身上帶有后現(xiàn)代文化特有的狂歡化和亞文化色彩,代表了被邊緣化的草根文明向中心傳統(tǒng)文明的抵抗。但是,隨著商業(yè)對此類風(fēng)格語言的全盤利用,導(dǎo)致了 "泛禁忌化"風(fēng)格原有的對時代的深切體驗以及抵抗精神的丟失,由亞文化開始向"負(fù)文化"傾斜。
[Abstract]:In the application of social language, language taboo is a very important topic. Because the language taboo often brings a strong sense of morality and no discomfort to people, so people have little use in public places, avoid touching the taboo language. Nowadays, with the rapid development of modern Internet technology, online shopping is directly related with this came into being. The Internet advertising has been more and more advertisers to chase, gradually expand the size of the market. "Taobao", "Jingdong", "Su Ning" and other electricity providers rises rapidly, more let the network advertisement war into intense. In the past few years the development of Internet advertising, the emerging new forms of advertising, at the same time there is also a new problem. We found that online advertising taboo in the past seems to have faded awe and fear of the veil, began to be popular in the public view. This article takes this phenomenon as the core, in the network Network advertisement as the basic research object, and the network business "double eleven" advertising is a typical case, to explore the problems of language which reflects the related social reality. The language taboo desensitization in network advertisement in two specific forms, one is the business do not circumvent taboo language in advertising, direct the use of taboo phenomenon, we call "to taboo"; two is the advertiser deliberately circumvent the taboo language does not directly use the taboo, tortuous use of language taboo phenomenon through other rhetorical devices, called "touch taboo". Because of these two phenomena are related with language taboos, so this paper will this two kinds of forms of advertising language are collectively referred to as the "Pan taboo". We first start from the perspective of ontology languages, analyzes the causes of "Pan taboo" advertising the biggest "non direct". The so-called "non direct" refers to the quality of the product itself without advertising, direct description of features and performance, on the practical information on the goods is substantial direct loss and dilution. That is to say in advertising, in advertising in the advertising of "beyond the" advertising receptor ". The" taboo "advertising or" touch taboo "advertising reflects this characteristic, we see more ads shown offbeat and trendy rebellious, spiritual values. Secondly, we start from the external factors of language, exploring such phenomenon causes. Through research and analysis and social survey data, determine the" Pan taboo "advertising target audience is" middle-income white-collar youth occupation "and students are receiving higher education. Because they have a common language attitude, thus forming a particular speech community on the Internet to. To obtain the consumer emotional identity, advertisers with language taboos to cater to them, thus to attract the consumer. However, because advertisers ignore the language specification in the language of civilization in the ingrained influence and binding, "taboo" advertising to break language taboo too thoroughly and directly, to make "taboo" the acceptance of advertising is far lower than the "touch taboo" advertising. Then, we focus on the "Pan taboo" advertising "non direct" which is one of the most important characteristics of social cognition research, identified in the cognitive process of this kind of consumer advertising, real commodity related information is not received, the symbol but the message of language taboo on behalf of personal identity. Language taboo who has a preference of the consumers are familiar with and style of language, to advertisers continue to strengthen members of the speech community in Consumer network in the dominant position, thereby encouraging them to consumption, consumption has become a highlight personal style and the identity of the feast. The liberation of taboo language in advertising through to attract consumers, thus forming a kind of symbolic consumption boom phenomenon called "consumption style". Finally, we try to this phenomenon of Cultural Perspective that "Pan taboo" advertising is actually a microcosm of modern social culture, modern culture with its unique body of the carnival and sub culture, on behalf of the marginalized grassroots civilization to the center of the traditional civilization resistance. However, with the business of this kind of style the overall use of language, leading to the "pan taboo" style of the original experience era and the spirit of resistance loss, starting from the sub culture incline to "negative culture".

【學(xué)位授予單位】：華東師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：H136

【參考文獻】

相關(guān)期刊論文 前10條

1 鄭震;;社會學(xué)方法的綜合——以問卷法和訪談法為例[J];社會科學(xué);2016年11期

2 徐亮;;物的文化性與物質(zhì)文化的歸路[J];文藝?yán)碚撗芯?2016年03期

3 李明潔;;“\L絲”的身份建構(gòu)與價值觀博弈——兼談?wù)Z言身份的特殊性[J];中國青年研究;2016年03期

4 李明潔;;網(wǎng)絡(luò)媒體改變了我們的語言嗎——與劉云教授對談網(wǎng)絡(luò)情境下的語言規(guī)范[J];編輯學(xué)刊;2014年02期

5 王斌;;身體化的網(wǎng)絡(luò)流行語:何為與為何—一個青年亞文化的社會學(xué)解讀[J];中國青年研究;2014年03期

6 管琰琰;;網(wǎng)絡(luò)廣告語言違反會話合作原則的語用分析[J];長江大學(xué)學(xué)報(社科版);2013年04期

7 劉少杰;;網(wǎng)絡(luò)化時代的社會結(jié)構(gòu)變遷[J];學(xué)術(shù)月刊;2012年10期

8 徐默凡;;流行語的游戲心態(tài)和游戲成分——以無關(guān)指稱為例[J];當(dāng)代修辭學(xué);2012年01期

9 徐默凡;;論命名性辭格[J];當(dāng)代修辭學(xué);2011年01期

10 張誼生;;試論罵詈語的詞匯化、標(biāo)記化與構(gòu)式化——兼論演化中的罵詈語在當(dāng)代漢語中的表達功用[J];當(dāng)代修辭學(xué);2010年04期

相關(guān)重要報紙文章 前1條

1 徐默凡;;網(wǎng)絡(luò)語言呈游戲化傾向[N];中國社會科學(xué)報;2011年

相關(guān)博士學(xué)位論文 前1條

1 劉佳;多模態(tài)視角下的廣告語言研究[D];山東大學(xué);2013年

相關(guān)碩士學(xué)位論文 前10條

1 竇佩;網(wǎng)絡(luò)廣告語的變異研究[D];東北師范大學(xué);2014年

2 孫婧;1979-2011年我國廣告語言研究綜述[D];東北師范大學(xué);2014年

3 李青楊;網(wǎng)絡(luò)罵詈語的考察與評析[D];華中師范大學(xué);2013年

4 方鴻;網(wǎng)絡(luò)廣告語言與修辭策略[D];華僑大學(xué);2012年

5 王晶晶;預(yù)設(shè)在廣告語中的應(yīng)用[D];天津大學(xué);2011年

6 王俊杰;網(wǎng)絡(luò)罵詈語研究[D];青海師范大學(xué);2010年

7 郭澤德;中國網(wǎng)絡(luò)廣告發(fā)展歷程研究[D];蘭州大學(xué);2009年

8 張艷麗;博客中“流氓”話語的文化反思[D];北京林業(yè)大學(xué);2008年

9 徐偉;廣告語言的語用分析[D];黑龍江大學(xué);2007年

10 潘琳;網(wǎng)絡(luò)產(chǎn)品廣告的語體分析[D];首都師范大學(xué);2002年

，

本文編號：1506091