【摘要】：在當今社會，廣告已經(jīng)成為我們生活的一部分。廣告為商家與消費者之間的交流架起了一座橋梁，而在眾多廣告元素中，廣告語言無疑是其中最重要的元素。 本文收集了100則中文電視獨白廣告語作為研究語料，語料收集歷時6個月（1月3日至6月3日），均來源于中央電視臺綜合頻道的晚間黃金時段：每晚7：30至10點。本文以這100則中文電視獨白廣告為研究對象，通過分析和討論找出中文電視獨白廣告中的言語行為特點。 本文主要運用塞爾的言語行為理論來分析和討論這100則中文電視獨白廣告語的言語行為特點。塞爾在其言語行為理論中將言語行為分為五類：斷言行為，指令行為，承諾行為，表達行為和宣告行為。根據(jù)塞爾的分類標準，本文主要分析在中文電視獨白廣告中這些言語行為的使用特點。首先，通過分析，作者發(fā)現(xiàn)在100則中文電視獨白廣告中，除宣告行為外，其余4種言語行為均在這100則廣告中出現(xiàn)。其次，作者發(fā)現(xiàn)有些廣告只體現(xiàn)出一種言語行為特點，還有一些廣告可以同時體現(xiàn)兩種或兩種以上的言語行為特點。再次，通過分析發(fā)現(xiàn)，斷言行為和承諾行為相結(jié)合運用的廣告在100則中文電視獨白廣告中出現(xiàn)頻率最高，其次為斷言行為類別的廣告，，斷言行為、承諾行為和指令行為相結(jié)合運用的廣告，斷言行為和指令行為相結(jié)合運用的廣告。 最后，本文還探究了這些言語行為特點應(yīng)用于中文電視獨白廣告語中的原因。在廣告創(chuàng)作中，廣告商的意圖和消費者的利益需求必須同時得到滿足，廣告才能體現(xiàn)出其應(yīng)有的價值。在廣告中，斷言行為和承諾行為相結(jié)合的廣告語不僅可以更好地體現(xiàn)出廣告商的意圖，更可以有效地體現(xiàn)出該產(chǎn)品能夠滿足消費者的利益需求，因此，斷言行為與承諾行為相結(jié)合運用的廣告出現(xiàn)的頻率最高。
[Abstract]:In today's society, advertising has become a part of our lives. Advertising has built a bridge between merchants and consumers, among which advertising language is undoubtedly the most important one. In this paper, 100 monologues of Chinese TV are collected as the research materials. The data are collected for six months (January 3 to June 3) and are all from the evening prime time of CCTV comprehensive channel: 7:30 to 10:00 every night. By analyzing and discussing the 100 Chinese TV monologues, this paper finds out the characteristics of speech acts in Chinese TV monologues. This paper uses Searle's speech act theory to analyze and discuss the speech act characteristics of 100 Chinese TV monologues. In his speech act theory, Searle classifies speech act into five categories: assertive act, command act, commitment act, expressive act and declarative act. According to Searle's classification standard, this paper mainly analyzes the characteristics of these speech acts in Chinese TV monologues. First of all, the author finds out that in 100 Chinese TV monologues, the other four kinds of speech acts appear in 100 advertisements except declarative acts. Secondly, the author finds that some advertisements only embody the characteristics of one speech act, and some advertisements can embody two or more kinds of speech acts at the same time. Thirdly, through the analysis, we find that the advertising with the combination of assertive behavior and commitment behavior appears most frequently in 100 Chinese TV monologue ads, followed by assertive behavior category ads, assertive behavior. A combination of commitment behavior and command behavior advertising, assertion behavior and command behavior combined use of advertising. Finally, this paper explores the reasons why these speech acts are applied to Chinese TV monologues. In advertising creation, the intention of advertisers and the interests of consumers must be met at the same time, in order to reflect its due value. In the advertisement, the advertising language combining assertive behavior with commitment behavior can not only better reflect the intention of the advertisers, but also effectively reflect that the product can meet the interests of consumers. The advertising with the combination of assertive behavior and commitment behavior appears most frequently.
【學位授予單位】：河北大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：H15

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本文編號：2193142