【摘要】： 在經(jīng)濟(jì)飛速發(fā)展的今天,廣告在社會(huì)生活中的作用越來(lái)越大。與此同時(shí),廣告語(yǔ)言的研究也越來(lái)越得到重視,并取得了豐碩的成果。但目前針對(duì)固定產(chǎn)品類(lèi)型的廣告語(yǔ)言中的某一類(lèi)詞的獨(dú)立研究還比較少見(jiàn)。鑒于此,本文把酒類(lèi)廣告中的口部和手部動(dòng)性詞語(yǔ)作為研究對(duì)象,采用定性與定量相結(jié)合的研究方法,從已現(xiàn)的口部和手部動(dòng)性詞語(yǔ)出發(fā),挖掘潛在的能夠適用于酒類(lèi)廣告的口部和手部動(dòng)性詞語(yǔ)。同時(shí),本文還設(shè)計(jì)了一系列問(wèn)卷,以調(diào)查并預(yù)測(cè)這些潛在動(dòng)性詞語(yǔ)的凸顯可能性和生存前景。在問(wèn)卷調(diào)查的基礎(chǔ)上,本文將選擇生存前景較好的動(dòng)性詞語(yǔ),最終建立口部動(dòng)性詞語(yǔ)和手部動(dòng)性詞語(yǔ)的譜系。此外,基于問(wèn)卷調(diào)查的動(dòng)性詞語(yǔ)譜系的建立能在一定程度上反映出產(chǎn)品的相關(guān)信息和消費(fèi)者的態(tài)度,因此對(duì)廣告創(chuàng)作者和消費(fèi)者都具有一定的參考價(jià)值。
[Abstract]:With the rapid development of economy, advertising plays a more and more important role in social life. At the same time, more and more attention has been paid to the study of advertising language, and fruitful results have been achieved. However, independent studies on a certain category of words in the advertising language of fixed product types are rare. In view of this, this article regards the mouth and hand dynamic words in the alcohol advertisement as the research object, adopts the qualitative and quantitative research method, starting from the existing mouth and hand dynamic words. Excavate potential oral and hand motility words that can be used in alcohol advertising. At the same time, a series of questionnaires are designed to investigate and predict the salient possibility and survival prospect of these potential dynamic words. On the basis of questionnaire survey, this paper will choose the words with good survival prospects, and finally establish the pedigree of oral dynamic words and hand dynamic words. In addition, the establishment of the dynamic lexical pedigree based on the questionnaire can reflect the relevant information of the product and the attitude of the consumers to a certain extent, so it has certain reference value for both the advertisement creators and the consumers.
【學(xué)位授予單位】：廣州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2010
【分類(lèi)號(hào)】：H152

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 鄧穎平;家庭教育類(lèi)圖書(shū)廣告語(yǔ)言中的名性詞語(yǔ)研究[D];廣州大學(xué);2012年

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本文編號(hào)：2428135