在當(dāng)今社會(huì),如果沒(méi)有廣告很難想象世界會(huì)是什么樣子。商人通過(guò)廣告銷(xiāo)售他們的產(chǎn)品,普通人從廣告中獲取商品信息并選擇他們需要的東西。事實(shí)上,廣告在人類(lèi)社會(huì)的發(fā)展中起著至關(guān)重要的作用。正是由于廣告的重要性,不同領(lǐng)域的學(xué)者對(duì)其進(jìn)行了廣泛的研究,以使廣告更好地為人類(lèi)服務(wù)。語(yǔ)言學(xué)家的研究發(fā)現(xiàn),廣告語(yǔ)言是非正式的、口語(yǔ)化的,與文學(xué)語(yǔ)言是有區(qū)別的。廣告語(yǔ)言采用這種風(fēng)格,其目的是縮小與觀眾的距離,使其更具吸引力。在這一點(diǎn)上,它又與文學(xué)是一樣的,因?yàn)槲膶W(xué)也試圖通過(guò)各種修辭手段,使讀者更容易理解和欣賞,其中前景化理論是最重要的修辭手段之一。以往的研究和實(shí)踐證明,運(yùn)用前景化手段可以使廣告更具吸引力。然而,前景化在廣告中的應(yīng)用還沒(méi)有得到廣泛的研究。目前看到的一些報(bào)道僅僅研究了廣告中前景化現(xiàn)象的存在以及前景化理論在廣告中的適用性,對(duì)于前景化在廣告中應(yīng)用的深入系統(tǒng)研究還未見(jiàn)報(bào)道。視覺(jué)和聽(tīng)覺(jué)方面對(duì)前景化所起作用的研究尚未涉及,前景化理論應(yīng)用于廣告時(shí),應(yīng)該注意哪些問(wèn)題也沒(méi)有研究。鑒于以往研究中存在的問(wèn)題和不足,本文主要研究四個(gè)問(wèn)題:（1）如何通過(guò)語(yǔ)言偏離實(shí)現(xiàn)廣告中的質(zhì)量前景化?（2）如何通過(guò)語(yǔ)言平行實(shí)現(xiàn)廣告中的數(shù)量前景化... 

【文章來(lái)源】：河南大學(xué)河南省

【文章頁(yè)數(shù)】：100 頁(yè)

【學(xué)位級(jí)別】：碩士

【文章目錄】：
Acknowledgements
ABSTRACT
摘要
Chapter One Introduction
    1.1 Research Background
    1.2 Research Questions
    1.3 Research Methods
    1.4 Research Significance
    1.5 Organization of the Thesis
Chapter Two Literature Review
    2.1 Researches on Advertising Language
        2.1.1 Descriptions of Advertising
        2.1.2 Research History of Advertising Language
        2.1.3 Features of Advertising Language
    2.2 Researches on the Development of Foregrounding Theory
        2.2.1 Researches in Foreign Countries
        2.2.2 Researches in China
    2.3 Researches on Foregrounding in Advertising
        2.3.1 Researches in Foreign Countries
        2.3.2 Researches in China
Chapter Three Theoretical Framework
    3.1 Foregrounding and Foregrounding Theory
        3.1.1 Foregrounding
        3.1.2 Foregrounding Theory
    3.2 Foregrounding Categories in the Theory
    3.3 Foregrounding Principles in the Theory
    3.4 Foregrounding Devices in the Theory
        3.4.1 Deviation Devices
        3.4.2 Parallelism Devices
Chapter Four The Application of Foregrounding in Advertising
    4.1 Qualitative Foregrounding in Advertising via Linguistic Deviations
        4.1.1 Phonological Deviation
        4.1.2 Graphological Deviation
        4.1.3 Lexical Deviation
        4.1.4 Grammatical Deviation
        4.1.5 Semantic Deviation
    4.2 Quantitative Foregrounding in Advertising via Linguistic Parallelisms
        4.2.1 Phonological Parallelism
        4.2.2 Lexical Parallelism
        4.2.3 Grammatical Parallelism
        4.2.4 Semantic Parallelism
    4.3 Foregrounding in Advertising via Audiovisual Means
        4.3.1 Visual Deviations
        4.3.2 Visual parallelism
        4.3.3 Auditory Deviation and Parallelism
    4.4 Issues Should Be Noted When Foregrounding Theory Is Applied to Advertising
        4.4.1 Foregrounding Operations Should Be Centered on AIDA
        4.4.2 Foregrounding Theory Should Cooperate With Audiovisual Means
        4.4.3 Moderate Principle Should Be Obeyed
Chapter Five Conclusion
    5.1 Major Findings of the Study
    5.2 Contributions and Limitations of the Study
    5.3 Recommendation for Future Researches
Bibliography
Publications


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期刊論文
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