关于中日广告语言特色的比较研究

发布时间：2018-03-11 06:25

本文选题：广告　切入点：广告语言　出处：《大连海事大学》2013年硕士论文　论文类型：学位论文

【摘要】：广告语言,顾名思义,就是指在广告中所使用的语言,是社会语言中重要的一部分。对广告语言的研究可以从多方面进行考察。本稿从文化语言学的角度对中日广告语言的特色进行比较研究。这对于考察分析在广告这一特殊领域里,日语和汉语是怎样发挥各自的优势、广告语言受到怎样的社会文化的影响等方面具有一定的意义。本稿以商业广告语言的商标语、广告标语为主要研究对象,通过实际案例从表记、词汇、句式、修辞等方面展开中日广告语言特色的比较研究。全文共分为4章。第1章为序论部分,说明了研究目的、研究案例的选定与研究方法。另外,介绍了目前已有的关于广告语言中两国各自的研究及两国的比较研究。第2章主要介绍了广告的由来和定义、分类及社会机能等。另外,阐述了广告语言的分类,说明了狭义广告语言的商标语和广告标语。第3章是本论文的主体部分。从表记、词汇、句式及修辞四个方面对中日广告语言的特色进行了比较研究,分析了其中蕴含的社会文化、民族心理的差异。 (1)表记方面的比较：汉字的魅力及汉字与字母等合用是中日广告语言的共同特点。但是,日本广告的表记更为多样化,而中国广告的表记还是以民族化为主。 (2)词汇方面的比较：从外来语、名词、形容词三个方面对中日广告中的词汇特色进行了比较研究。分别总结了共同点和不同点。 (3)句式方面的比较：列举了中日广告中通用的句式,并指出它们在具体的使用情况方面又不尽相同。另外,日本广告句式多采用七五调等非对称的构造,相反,中国广告青睐对偶句等对称的结构。 (4)修辞方面的比较：列举了中日广告语言中很多通用的修辞方法,但在具体的运用方面不尽相同。在修辞方面,日本最具特色的一点是常运用富于感觉的拟声词和拟态词。中国广告中最具有特色的是对偶、双关的运用。第4章是结论和今后的课题部分。通过以上的比较研究,阐明了中日广告语言特色的异同点,分析了其中的语言文化因素。另外,提出了今后的研究课题。
[Abstract]:Advertising language, as its name implies, refers to the language used in advertising, It is an important part of social language. The study of advertising language can be investigated from many aspects. This paper makes a comparative study of the characteristics of Chinese and Japanese advertising languages from the perspective of cultural linguistics. In this particular area, How do Japanese and Chinese play their respective advantages, and how the advertising language is influenced by social culture is of certain significance. This draft focuses on the trademark language and advertising slogan of the commercial advertising language. A comparative study of the features of Chinese and Japanese advertising language is carried out from the aspects of tableau, vocabulary, sentence structure and rhetoric through practical cases. The full text is divided into four chapters. Chapter 1 is the preface part, which explains the purpose of the study, the selection of research cases and the research methods. In addition, it introduces the existing research on advertising language in the two countries and the comparative study between the two countries. Chapter 2 mainly introduces the origin and definition, classification and social function of advertising. In addition, it expounds the classification of advertising language, and explains the trademark language and advertising slogan of narrow advertising language. Chapter 3 is the main part of this thesis. It makes a comparative study on the characteristics of Chinese and Japanese advertising language from the four aspects of tableau, vocabulary, sentence structure and rhetoric, and analyzes the differences in social culture and national psychology. (1) comparison of the charisma of Chinese characters and the combination of Chinese characters and letters are the common features of the Chinese and Japanese advertising languages, but the Japanese advertisements are more diversified, while the Chinese advertisements are mainly nationalized. (2) Vocabulary comparison: this paper makes a comparative study on the lexical characteristics of Chinese and Japanese advertisements from three aspects: foreign loan, noun and adjective, and summarizes the common points and differences respectively. Comparison of sentence patterns: this paper enumerates the general sentence patterns in Chinese and Japanese advertisements, and points out that they are different in specific usage. Chinese advertisements favor symmetrical structures such as couplers. (4) comparison of rhetoric: this paper lists many common rhetorical devices in Chinese and Japanese advertising languages, but they are not the same in specific applications. The most distinctive feature of Japan is the use of sensational onomatopoeia and mimicry. The most distinctive feature in Chinese advertising is the use of duality and pun. The fourth chapter is the conclusion and the future topic part. Through the above comparative research, this paper clarifies the similarities and differences of the Chinese and Japanese advertising language characteristics, analyzes the linguistic and cultural factors among them. In addition, it puts forward the future research topics.
【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H36;H15

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