论网络广告英语的词汇特征

发布时间：2018-02-16 23:48

本文关键词： 网络广告词汇特征词类构词法　出处：《北京林业大学》2007年硕士论文　论文类型：学位论文

【摘要】： 随着社会经济的发展广告已经渗透到人们生活的各个方面。消费者每日面对来自于报纸、杂志、电视、广播等媒介的大量广告,其中网络是发展最快、最有潜力的新兴广告媒体。一则成功的网络广告离不开根据广告目标而设计的广告形式,也不能没有声音、动画、图片等非语言手段的衬托,但是,广告内容的信息载体-网络广告语言是决定消费者是否点击广告的重要因素。网络广告语言并不是一般的文学语言和应用文语言,它有着自身的特点和规律。作为一种特殊的语言现象和语言运用模式,值得进行专门深入的剖析和研究。本文主要从词类和构词法的角度分析了网络英语广告词汇的特点。文章所收集的网络广告实例大部分采集于家用产品的英文主页(如:www.IBM.com,www.NOKIA.com,www.MOTOROLA.com,www.NESCAFE.com,www.HONDA.com等)。本研究的创新之处在于:第一,研究语言的鲜活性,收集的语料全部是2006年4月之后在上述家用产品英文主页上出现的广告;第二,研究的系统性,文章较系统地分析归纳了网络英语广告的词类和构词特征;第三,研究的针对性强,文章总结了网络英语广告区别于其它广告形式的特有的词汇特征。通过研究发现,在网络英语广告中的名词、动词、形容词、人称代词有着其独特的词汇特征;复合法、词缀法、缩略法(包括截短词、首字母缩略词、首字母拼音词和拼缀词)和杜撰新词是网络英语广告中最为活跃的构词方法。本研究有助于语言学习者和研究者更好地掌握网络广告语言的特点和规律,提高语言研究者对网络广告的理解与欣赏水平,并对广告创作有一定的指导意义。
[Abstract]:With the development of the advertising social economy has penetrated into all aspects of people's lives. Consumers face daily from newspapers, magazines, television, radio and other media advertisements, the network is one of the fastest, most promising emerging advertising media. A successful web advertisement cannot do without according to the goal of advertising design forms of advertising, can not sound, animation, background, pictures and other non linguistic means but the information carrier - advertising content network advertising language is an important factor in determining whether consumers click on ads. Network advertising language is not a general literary language and the language, it has its own characteristics and rules. As a special language phenomena and patterns of language use, specially worthy of in-depth analysis and research.
This article mainly from the perspective of word formation and lexical category analysis of the characteristics of network advertisement language. The collection of network advertising examples collected from most household products English page (such as: www.IBM.com, www.NOKIA.com, www.MOTOROLA.com, www.NESCAFE.com, www.HONDA.com).
The innovation of this research lies in: first, fresh language study, the corpus collected all after April 2006 in the household products English ads that appear on the page; second, the system of research, this paper systematically analyses and summarizes the lexical category and word formation characteristics of English advertising network; third, the research targeted. This paper summarizes the specific lexical features of English advertising network is different from other forms of advertising.
The study found that the noun in the network advertisement in English verbs, adjectives, pronouns has its unique lexical features; compounding, affixation, abbreviations (including truncated words, acronyms, initials and Pinyin word portmanteau words) and neologism formation method is the most active network in English advertisements.
This study is helpful to language learners and researchers to better grasp the characteristics and rules of network advertising language, improve language researchers to understand and appreciate the level of network advertisement, and has certain directive significance to the advertisement creation.

【学位授予单位】：北京林业大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：H315

【引证文献】