本文選題：心態(tài)文化 + 中美廣告語(yǔ)言　； 參考：《廣西民族大學(xué)》2008年碩士論文

【摘要】： 廣告語(yǔ)言,顧名思義,就是在廣告中運(yùn)用的語(yǔ)言。它是語(yǔ)言學(xué)同廣告學(xué)、社會(huì)學(xué)、心理學(xué)和美學(xué)等學(xué)科結(jié)合所產(chǎn)生的一種語(yǔ)言藝術(shù)的邊緣學(xué)科。廣告作為一種文化現(xiàn)象,它根植于民族文化,并在特定的文化背景中發(fā)展,必然具有不同的特征。比較兩種廣告語(yǔ)言不但可以豐富和發(fā)展語(yǔ)言學(xué)的理論和方法,而且具有廣告學(xué)、民族學(xué)、社會(huì)學(xué)等諸多學(xué)術(shù)方面的意義。而且,比較兩種廣告語(yǔ)言的異同并分析其原因,對(duì)于我們學(xué)習(xí)世界上最先進(jìn)的廣告創(chuàng)作經(jīng)驗(yàn),同時(shí)繼續(xù)堅(jiān)持我們自己累積起來的廣告創(chuàng)作經(jīng)驗(yàn),提高我們的廣告創(chuàng)作水平將大有裨益。本文擬從心態(tài)文化的視角對(duì)中美兩國(guó)廣告語(yǔ)言的特色作一些初步的比較研究。 本文以對(duì)比語(yǔ)言學(xué)、文化語(yǔ)言學(xué)的理論為指導(dǎo),主要借鑒文化語(yǔ)言學(xué)中最基本的研究方法——文化參照法和闡釋法,從心態(tài)文化的視角進(jìn)行中美廣告語(yǔ)言特色的比較研究。文化參照法,即把語(yǔ)言與文化比較、對(duì)照起來進(jìn)行研究的方法。闡釋法,即對(duì)語(yǔ)言現(xiàn)象進(jìn)行分析、說明,把隱匿、依附、蘊(yùn)含于其中的社會(huì)、歷史、民俗、觀念、道德、思維、物質(zhì)、自然等文化因素及文化意義揭示出來。 全文分為七大部分:第一章是緒論,簡(jiǎn)要介紹為何以文化為切入點(diǎn)并把美國(guó)的廣告語(yǔ)言作為對(duì)比分析的對(duì)象;第二章從道德觀念的層面比較中美廣告語(yǔ)言的特色;第三章從價(jià)值觀念的層面比較中美廣告語(yǔ)言的特色;第四章從審美情趣的角度比較分析中美廣告語(yǔ)言的異同點(diǎn);第五章從哲學(xué)觀念的角度分析中美廣告語(yǔ)言的特色;第六章從思維方式的層面來分析中美廣告語(yǔ)言的特色;第七章為結(jié)語(yǔ)部分,簡(jiǎn)要概括由于中美文化的差異,未來的中美廣告文案創(chuàng)作應(yīng)選擇的發(fā)展之路。
[Abstract]:Advertising language, as its name implies, is the language used in advertising. It is a borderline subject of language art produced by the combination of linguistics and advertising, sociology, psychology and aesthetics. Advertising, as a cultural phenomenon, is rooted in national culture and developed in a specific cultural background, which is bound to have different characteristics. Comparing the two advertising languages can not only enrich and develop the theories and methods of linguistics, but also have many academic meanings such as advertising, ethnology, sociology and so on. Moreover, by comparing the similarities and differences between the two advertising languages and analyzing their reasons, we can learn from the most advanced advertising creation experience in the world and continue to insist on our own accumulated advertising creation experience. It will be helpful to improve our advertising creation level. This paper makes some preliminary comparative studies on the characteristics of advertising language between China and the United States from the perspective of mentality and culture. Guided by the theories of contrastive linguistics and cultural linguistics, this paper mainly draws lessons from the most basic research methods of cultural linguistics-cultural reference method and interpretation method, and makes a comparative study of the characteristics of advertising language between China and the United States from the perspective of mentality and culture. The method of cultural reference, that is, the method of comparing language with culture. The method of interpretation is to analyze and explain the phenomenon of language, to reveal the cultural factors and cultural significance of the hidden, dependent, hidden, contained in it, such as society, history, folklore, concept, morality, thinking, material, nature, and so on. The thesis is divided into seven parts: the first chapter is the introduction, which briefly introduces why the culture is regarded as the breakthrough point and the American advertising language as the object of contrastive analysis, the second chapter compares the characteristics of Chinese and American advertising language from the aspect of moral concept. The third chapter compares the characteristics of Chinese and American advertising language from the perspective of values, the fourth chapter compares and analyzes the similarities and differences of Chinese and American advertising language from the angle of aesthetic sentiment, the fifth chapter analyzes the characteristics of Chinese and American advertising language from the perspective of philosophy. The sixth chapter analyzes the characteristics of the Chinese and American advertising language from the perspective of thinking mode, and the seventh chapter is the conclusion part, which briefly summarizes the way of development of Chinese and American advertising copywriting in the future due to the differences between Chinese and American cultures.
【學(xué)位授予單位】：廣西民族大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：H05

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