本文基于Charles Williams Morris的符號指表模式理論,采用定性定量的研究方法對可口可樂廣告語中的符號指表模式進行研究,旨在發(fā)現(xiàn)符號指表模式中的各個指號在可口可樂廣告語中的具體應(yīng)用規(guī)律,以及指號的構(gòu)成形式和指號構(gòu)成形式的特點。進而利用符號學(xué)的基本理論以一個全新的角度出發(fā),研究總結(jié)出可口可樂廣告語言的符號特點,從而通過借鑒成功的廣告語言模式,達到獲得一些有利的經(jīng)驗和啟示的目的。通過對比分類后,本文的研究對象確定為從1886年到2011年間較具代表性的130條可口可樂廣告語中的所有符號指表模式。通過對這130條可口可樂廣告語逐個進行分析作者得出了以下結(jié)論：第一,經(jīng)統(tǒng)計,在130條可口可樂廣告語中,共有符號指表模式521個。研究數(shù)據(jù)表明,在可口可樂廣告語中,標(biāo)志符號在所有符號指表模式中占有的比例最大而評價符號所占的比例率最小。其他的3種符號（識別符號、規(guī)定符號和構(gòu)成符號）所占的比例不相上下。第二,根據(jù)其各自的構(gòu)成形式,130條可口可樂廣告語被分成4組。經(jīng)統(tǒng)計共有23種構(gòu)成形式,其中占據(jù)所有構(gòu)成形式50.77%的66條并列指號位列第一,而僅占3.85%的5條特殊指號排名最后。... 

【文章來源】：大連海事大學(xué)遼寧省 211工程院校

【文章頁數(shù)】：77 頁

【學(xué)位級別】：碩士

【文章目錄】：
摘要
ABSTRACT
Chapter 1 Introduction
    1.1 The Origination of This Thesis
    1.2 The Purpose of This Thesis
    1.3 The Significance of This Thesis
    1.4 The Research Questions of This Thesis
    1.5 The Scope and Layout of This Thesis
Chapter 2 Literature Review
    2.1 Advertising and Advertising Slogans
        2.1.2 The Definition of Advertising
        2.1.2 The Definition of Advertising Slogans
        2.1.3 Classification of Advertising
    2.2 Semiotics and Signs
        2.2.1 Major Figures and Their Influential Theories in Semiotics
        2.2.2 Signs
        2.2.3 Dominant Models of a Sign
    2.3 Modes of Signifying
        2.3.1 Theory of Modes
        2.3.2 Morris's Mode of Signifying
    2.4 Previous Studies on Advertising and Semiotics
        2.4.1 Previous studies on Advertising
        2.4.2 Previous studies on Semiotics
Chapter 3 Research Methodology
    3.1 Research Subject
    3.2 Research Procedure of the Data
    3.3 Research Instrument
Chapter 4 Analysis and Discussion
    4.1 The Application of the Modes of Signifying in the Coca-Cola Advertising Slogans
        4.1.1 The Macro-analysis on the Modes of Signifying in the Coca-Cola Advertising Slogans
        4.1.2 The Micro-analysis on each Mode of Signifying in the Coca-Cola Advertising Slogans
    4.2 The Composing Patterns of the Coca-Cola Advertising Slogans
        4.2.1 The Designator Dominant Ascriptor
        4.2.2 The Prescriptor Dominant Ascriptor
        4.2.3 The Coordinate Ascriptor
        4.2.4 The Special Ascriptor
    4.3 The Features of the Composing Patterns in the Coca-Cola Advertising Slogans
        4.3.1 Composing Patterns in Designator Dominant Ascriptor
        4.3.2 Composing Patterns in Prescriptor Dominant Ascriptor
        4.3.3 Composing Patterns in Coordinate Ascriptor
        4.3.4 Composing Patterns in Special Ascriptor
Chapter 5 Conclusion
    5.1 Major Findings of the Study
    5.2 Limitations and Suggestions for Further Study
Reference
Appendix the 130 Coca-Cola Advertising Slogans
Acknowledgements
Resume


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期刊論文
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本文編號：2983401