云南人民广播电台广告语言的传播方式及其对策研究

发布时间：2018-03-16 09:27

  本文选题：广告语言　切入点：广播广告语言　出处：《云南师范大学》2015年硕士论文　论文类型：学位论文

【摘要】：在现代社会中国,广告已经延伸到我们生活的各个领域:报纸、电视、广播、网络等都有广告的身影。广告已经成为生活中的一种文化现象。而在广播广告中,语言又是一个更加重要的范畴,基于广播平台本身传播特点和传播的方式,语言已经成为了广播广告的核心因素。对于广播广告语言的研究,主要集中在语音、语句、语法、修辞、语用、英汉广告等方面的分析和论证,也有一些研究将广播广告语言结合社会学、营销学、心理学等学科知识研究,但是把广播广告语言传播方式和传播策略作为研究对象的内容较少。本文以云南人民广播电台广播广告为研究对象,围绕广播广告语言的主体,传播内容、传播方式、传播策略实施、传播策略效果几个方面进行研究。本文共分为五个部分进行论述:第一部分“引言”,在这个部分中包括该课题的选题缘由,该研究在学术领域的学术价值和研究意义,本文的语料来源、研究方法和研究思路等。第二部分“广告语言与广播广告语言”通过广告语言和广播语言的概述的基础,进一步的引申出和发现广播广告语言和广播广告语言的传播效果。第三部分“云南台广播广告语言传播方式”。在对云南人民广播电台广播广告收集到的语料的分析的基础上,分别从云南台广播广告语言传播形式和传播方法两个方面进行展开和分析。第四部分“云南台广播广告语言传播方式的相关对策”分别从传播过程中的传播者、受众、话语表达、传播效果等方面一一分析阐明广播广告语言传播策略的存在和运用。对广播广告语言传播过程中的问题具体的事例具体的分析其存在的问题和成因,同时也能针对广播广告语言传播策略特点和规律分析具体对的对策。
[Abstract]:In modern China, advertising has extended to all fields of our life: newspapers, television, radio, network and so on. Advertising has become a cultural phenomenon in life. Language is also a more important category. Language has become the core factor of broadcast advertising based on the broadcasting platform's own characteristics and modes of communication. The study of broadcast advertising language mainly focuses on pronunciation, sentence, grammar, etc. The analysis and argumentation of rhetoric, pragmatics, English and Chinese advertising, and some studies combine the language of broadcast advertising with the knowledge of sociology, marketing, psychology and so on. However, the content of broadcasting advertising language communication mode and communication strategy is less. This paper takes Yunnan people's Radio broadcast advertising as the research object, around the main body of broadcast advertising language, communication content, communication mode, This paper is divided into five parts: the first part is "introduction", in this part, the reason of the topic is included. The academic value and significance of this study in the academic field, the source of the corpus, the research methods and research ideas, etc. The second part, "Advertising language and broadcast Advertising language", is based on the overview of Advertising language and broadcast language. The third part, "the mode of communication of Yunnan Radio broadcast advertising language". Based on the analysis of the data collected from the broadcast advertisements of Yunnan people's Radio Station, From two aspects of communication form and method of broadcasting advertising language of Yunnan Radio respectively. Part 4th, "the relative Countermeasures of the Communication Mode of Yunnan Radio advertisement language", respectively from the communicator and audience in the process of communication, This paper analyzes the existence and application of the communication strategy of broadcast advertising language from the aspects of discourse expression and communication effect, and analyzes the existing problems and causes of the problems in the process of broadcasting advertising language communication. At the same time, it can also analyze the specific countermeasures according to the characteristics and rules of broadcast advertising language communication strategy.
【学位授予单位】：云南师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G222

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