儿童广告语与成年人广告语的比较研究

发布时间：2018-03-10 12:50

本文选题：儿童　切入点：成年人　出处：《广州大学》2011年硕士论文　论文类型：学位论文

【摘要】：本文研究内容为儿童广告语和成年人广告语特点上的共性和不相同之处,同时针对当前越来越严重的儿童广告语成人化现象加以剖析,尝试为解决儿童广告语成人化问题进行一定的思考并提出解决方案。本研究采用比较研究、实例分析等方法,在研究过程中,主要收集面向儿童投放的食品类、日用品类商品广告语料,以及面向成年人投放的食品类、日用品类商品广告语料。本文研究的创新之处,在于把儿童广告和成年人广告放在同一个主题或者同一个平面上进行同类对比,从语言的韵律、词汇、语法和修辞多角度探究儿童广告中的语言现象与规律,观察它们的异同,进行审视、比较和思考儿童广告语成人化问题。这既是研究的重点也是难点。通过收集和比对后发现,儿童广告语与成年人广告语有很多共同之处,如讲究平仄韵律的和谐,多用押韵呼应和叠音加强手法；大量使用口语和使用单音节动词；常用单句、省略句；适当使用修辞手法等。存在的差异有：儿童广告语运用平仄、谐音手法较少；重口语化、表述较为浅显,少用熟语；修辞比较单一等。而成年人广告语使用平仄、谐音较多；重生活化,口语词汇繁多,常用熟语和双音节动词；使用简单的复句和非主谓句；修辞比较丰富等特点。在此基础上,笔者归纳了儿童广告语言成人化的表现,包括词汇误用和表意错位现象,分析了观念上、言行上的负面影响以及成人化的原因：填鸭式教育方法、传统的望子成龙价值观等。在遵循儿童语言发展规律,正视儿童广告语言和成年人广告语言存在的差异的前提下,本研究的解决方案是重视家庭教育、同伴教育和学校教育,培养儿童正确的审美观；改变“两张皮”现状；使广告从业人员改进设计理念,还原童声童趣等。
[Abstract]:This paper focuses on the similarities and differences between children's advertising language and adults' advertising language, and analyzes the phenomenon of children's advertising language becoming more and more serious at present. In order to solve the problem of Advertising Advertising, the author tries to put forward some solutions. In the course of the research, we mainly collect the food items for children, by means of comparative study, case analysis and so on. Commodity advertising materials, as well as adult food, commodity advertising materials. The innovation of this study is to compare children's advertisements with adult advertisements on the same subject or on the same plane, from the prosody and vocabulary of language. It is not only the focal point but also the difficulty to probe into the linguistic phenomena and rules in children's advertisements from grammar and rhetoric, observe their similarities and differences, examine, compare and think about the problem of children's advertising idiom. Through the collection and comparison, we find that children's advertising language and adult advertising language have a lot in common, such as paying attention to the harmony of flat and regular rhyme, using rhyme echo and repeating sound strengthening technique, using oral English and monosyllabic verbs, and using single sentence, Ellipsis sentence; proper use of rhetorical devices, etc. The differences are as follows: children's advertising language uses flat and narrow, homophonic language is less; emphasis on colloquial language, simple expression, less use of idiom; rhetoric is relatively simple; and adult advertising language is flat, narrow, and so on. There are more homophonic sounds; rebirth and activation; many spoken words, common idioms and dicyllabic verbs; simple complex sentences and non-subject-predicate sentences; rich rhetoric. On this basis, the author summarizes the adult expression of children's advertising language. Including misuse of vocabulary and mismatch of ideographic meaning, this paper analyzes the negative effects of concepts, words and deeds and the reasons for adulthood: the method of spoon-feeding education, the traditional values of "hope for children", etc. It follows the law of children's language development. On the premise of facing up to the differences between children's advertising language and adults' advertising language, the solution of this study is to pay attention to family education, peer education and school education, to cultivate children's correct aesthetics, to change the present situation of "two skins"; Advertising practitioners to improve the design concept, restore children's voice childlike, and so on.
【学位授予单位】：广州大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：H052

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