SGMP理论框架下汽车广告语的研究

发布时间：2018-04-03 01:04

本文选题：汽车广告语　切入点：社会环境　出处：《四川外国语大学》2015年硕士论文

【摘要】：纵观前人对汽车广告语的研究,大多数学者从语言学角度,针对某一语言学现象对汽车广告语进行分析和研究。本文以认知语言学的普遍共识:现实——认知——语言为原理,尝试将社会环境、汽车制造商、销售商和广告商的目的以及在其影响下转喻的使用和视角的突出引入到研究范畴以补充前人研究中缺少社会环境的不足,建立了一个“社会环境——目标——转喻——视角”理论模型(Social environment-Goal-Metonymy-Perspective,简称SGMP.),然后以此模型为理论框架,采用定性和定量的分析方法,系统分析了基于英国品牌顾问公司发布的2013年度汽车品牌价值排行榜所收集的前十大品牌的502条汽车广告语,以对汽车广告语的研究提供一个更全面的研究套路。本文主要从以下方面进行系统论证:首先分析研究了社会环境因素对汽车广告语的影响,即在社会这一大背景之下,不同的社会因素,譬如,政治、经济、文化、法律等在汽车广告语的创作和形成过程中所形成的显性或隐性影响;其次分析了在社会环境的影响和汽车制造商和销售商的目标促使之下,转喻所发挥的作用,即在转喻的运作下,汽车的哪些方面或特点得以体现,比如:质量、保值、外观、速度等;再次分析了转喻机制下所突显的不同视角在汽车广告语的形成过程中所发挥的作用。最后分析研究了汽车广告语所显现的不同特点。通过分析研究,本文最终得出在汽车广告语的形成过程中,在政治、经济、文化、信息等社会环境因素的影响下,汽车生产商,销售商和广告商的目的促使他们运用转喻从不同的视角,譬如,目标、品牌、特点、功能、保值等,突显出了汽车的不同特点,从而形成了各具特色的汽车广告语。
[Abstract]:Looking at the previous researches on automobile advertising, most scholars analyze and study automobile advertising from a linguistic point of view.Based on the general consensus of cognitive linguistics: reality-cognitive-language, this paper tries to take the social environment, the automobile manufacturer, as the principle.The purpose of sellers and advertisers, the use of metonymy and the prominence of perspective under its influence, are introduced into the scope of research to supplement the lack of social environment in previous studies.A social environment-goal-metonymy perspective (SGMP.A) theoretical model of social environment-Goal-Metonymy-Perspective-Perspectiveis established. The model is used as a theoretical framework and qualitative and quantitative analysis methods are used.In order to provide a more comprehensive approach to the study of automotive advertising language, 502 auto advertisements of the top 10 brands are analyzed systematically based on the 2013 auto brand value list published by British Brand Consulting Company.This article mainly carries on the systematic demonstration from the following aspects: first, analyzes and studies the social environment factor to the automobile advertisement language influence, namely under the society this big background, different social factor, for example, politics, economy, culture,The explicit or implicit influence of law in the process of the creation and formation of automobile advertising language. Secondly, it analyzes the role of metonymy under the influence of social environment and the goal of automobile manufacturer and seller.That is, in the operation of metonymy, which aspects or characteristics of the car can be reflected, such as: quality, preservation of value, appearance, speed and so on; again analyzes the role of different perspectives highlighted under the metonymy mechanism in the formation of automotive advertising language.Finally, the different characteristics of automobile advertising language are analyzed and studied.Through analysis and research, this paper finally concludes that in the forming process of automobile advertising language, under the influence of social environmental factors, such as politics, economy, culture, information and so on, automobile manufacturers,The purpose of sellers and advertisers urges them to use metonymy from different perspectives, such as objectives, brands, features, functions, preservation of value, etc.
【学位授予单位】：四川外国语大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：H313

【相似文献】