本文選題：廣告　切入點(diǎn)：廣告語(yǔ)言　出處：《大連海事大學(xué)》2013年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：廣告語(yǔ)言,顧名思義,就是指在廣告中所使用的語(yǔ)言,是社會(huì)語(yǔ)言中重要的一部分。對(duì)廣告語(yǔ)言的研究可以從多方面進(jìn)行考察。本稿從文化語(yǔ)言學(xué)的角度對(duì)中日廣告語(yǔ)言的特色進(jìn)行比較研究。這對(duì)于考察分析在廣告這一特殊領(lǐng)域里,日語(yǔ)和漢語(yǔ)是怎樣發(fā)揮各自的優(yōu)勢(shì)、廣告語(yǔ)言受到怎樣的社會(huì)文化的影響等方面具有一定的意義。本稿以商業(yè)廣告語(yǔ)言的商標(biāo)語(yǔ)、廣告標(biāo)語(yǔ)為主要研究對(duì)象,通過(guò)實(shí)際案例從表記、詞匯、句式、修辭等方面展開(kāi)中日廣告語(yǔ)言特色的比較研究。 全文共分為4章。 第1章為序論部分,說(shuō)明了研究目的、研究案例的選定與研究方法。另外,介紹了目前已有的關(guān)于廣告語(yǔ)言中兩國(guó)各自的研究及兩國(guó)的比較研究。 第2章主要介紹了廣告的由來(lái)和定義、分類(lèi)及社會(huì)機(jī)能等。另外,闡述了廣告語(yǔ)言的分類(lèi),說(shuō)明了狹義廣告語(yǔ)言的商標(biāo)語(yǔ)和廣告標(biāo)語(yǔ)。 第3章是本論文的主體部分。從表記、詞匯、句式及修辭四個(gè)方面對(duì)中日廣告語(yǔ)言的特色進(jìn)行了比較研究,分析了其中蘊(yùn)含的社會(huì)文化、民族心理的差異。 (1)表記方面的比較：漢字的魅力及漢字與字母等合用是中日廣告語(yǔ)言的共同特點(diǎn)。但是,日本廣告的表記更為多樣化,而中國(guó)廣告的表記還是以民族化為主。 (2)詞匯方面的比較：從外來(lái)語(yǔ)、名詞、形容詞三個(gè)方面對(duì)中日廣告中的詞匯特色進(jìn)行了比較研究。分別總結(jié)了共同點(diǎn)和不同點(diǎn)。 (3)句式方面的比較：列舉了中日廣告中通用的句式,并指出它們?cè)诰唧w的使用情況方面又不盡相同。另外,日本廣告句式多采用七五調(diào)等非對(duì)稱(chēng)的構(gòu)造,相反,中國(guó)廣告青睞對(duì)偶句等對(duì)稱(chēng)的結(jié)構(gòu)。 (4)修辭方面的比較：列舉了中日廣告語(yǔ)言中很多通用的修辭方法,但在具體的運(yùn)用方面不盡相同。在修辭方面,日本最具特色的一點(diǎn)是常運(yùn)用富于感覺(jué)的擬聲詞和擬態(tài)詞。中國(guó)廣告中最具有特色的是對(duì)偶、雙關(guān)的運(yùn)用。 第4章是結(jié)論和今后的課題部分。通過(guò)以上的比較研究,闡明了中日廣告語(yǔ)言特色的異同點(diǎn),分析了其中的語(yǔ)言文化因素。另外,提出了今后的研究課題。
[Abstract]:Advertising language, as its name implies, refers to the language used in advertising, It is an important part of social language. The study of advertising language can be investigated from many aspects. This paper makes a comparative study of the characteristics of Chinese and Japanese advertising languages from the perspective of cultural linguistics. In this particular area, How do Japanese and Chinese play their respective advantages, and how the advertising language is influenced by social culture is of certain significance. This draft focuses on the trademark language and advertising slogan of the commercial advertising language. A comparative study of the features of Chinese and Japanese advertising language is carried out from the aspects of tableau, vocabulary, sentence structure and rhetoric through practical cases. The full text is divided into four chapters. Chapter 1 is the preface part, which explains the purpose of the study, the selection of research cases and the research methods. In addition, it introduces the existing research on advertising language in the two countries and the comparative study between the two countries. Chapter 2 mainly introduces the origin and definition, classification and social function of advertising. In addition, it expounds the classification of advertising language, and explains the trademark language and advertising slogan of narrow advertising language. Chapter 3 is the main part of this thesis. It makes a comparative study on the characteristics of Chinese and Japanese advertising language from the four aspects of tableau, vocabulary, sentence structure and rhetoric, and analyzes the differences in social culture and national psychology. (1) comparison of the charisma of Chinese characters and the combination of Chinese characters and letters are the common features of the Chinese and Japanese advertising languages, but the Japanese advertisements are more diversified, while the Chinese advertisements are mainly nationalized. (2) Vocabulary comparison: this paper makes a comparative study on the lexical characteristics of Chinese and Japanese advertisements from three aspects: foreign loan, noun and adjective, and summarizes the common points and differences respectively. Comparison of sentence patterns: this paper enumerates the general sentence patterns in Chinese and Japanese advertisements, and points out that they are different in specific usage. Chinese advertisements favor symmetrical structures such as couplers. (4) comparison of rhetoric: this paper lists many common rhetorical devices in Chinese and Japanese advertising languages, but they are not the same in specific applications. The most distinctive feature of Japan is the use of sensational onomatopoeia and mimicry. The most distinctive feature in Chinese advertising is the use of duality and pun. The fourth chapter is the conclusion and the future topic part. Through the above comparative research, this paper clarifies the similarities and differences of the Chinese and Japanese advertising language characteristics, analyzes the linguistic and cultural factors among them. In addition, it puts forward the future research topics.
【學(xué)位授予單位】：大連海事大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：H36;H15

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