论广告语修辞幻象

发布时间：2018-04-05 06:10

本文选题：广告语　切入点：修辞幻象　出处：《福建师范大学》2004年硕士论文

【摘要】：广告是一种人们难以回避的社会存在，言语是广告的要素之一，而广告语则是言语这个集合中表现最为活跃的一个子集。研究广告有其重要的现实意义，而研究广告则不能不研究广告语。本文的选题是“论广告语修辞幻象”。随着学科的发展，人们对修辞学的认识已经大大深化了，修辞学研究的对象不再局限于辞格，甚至不再局限于积极修辞现象或消极修辞现象；实际上，国内外修辞学界已经有学者认为，任何一次言语活动都是修辞活动。如果说人们以前的修辞观是狭义修辞观的话，那么现在这种修辞观则可以称作广义修辞观了。我们觉得，以广义修辞观为指导，，广告语的修辞学研究仍然大有可为。本选题力图在大量占有广告语语料的基础上，以广义修辞观为指导，以修辞幻象为切入点(因为在广告实践中，发布广告语的主要目的之一就是制造广告语修辞幻象)，运用语言学、传播学、心理学、逻辑学等学科的理论知识，在学科交叉中揭示广告语制造修辞幻象的主要原因与具体手段，并对典型的广告语修辞幻象加以讨论，从而为广告语的修辞学研究提供一个新的角度，为广告语的表达与接受提供参考，以达到深化人们对广告语的认识之目的。
[Abstract]:Advertisement is one of the elements that people can ' t avoid , speech is one of the elements of the advertisement , and the advertisement language is the most active subset in the collection of words . The research advertisement has its important practical significance , but the study advertisement cannot study the advertising language .

With the development of the subject , the cognition of rhetoric has been greatly deepened , and the object of rhetoric research is no longer confined to rhetoric , and is no longer limited to positive rhetoric phenomenon or negative rhetoric phenomenon ;
In fact , there are scholars at home and abroad that any speech activity is a rhetorical activity . If the former rhetoric concept is a narrow rhetoric view , then the rhetoric concept can be referred to as a sense of broad rhetoric .

This thesis tries to find out the main reason and the specific means of the rhetoric illusion of advertising language in the cross - disciplinary cross - cutting of advertising language by using the theory knowledge of linguistics , communication , psychology , logic and so on . It provides a new angle for the study of advertising language rhetoric , and provides a reference for the expression and acceptance of advertising language to deepen people ' s understanding of advertising language .

【学位授予单位】：福建师范大学
【学位级别】：硕士
【学位授予年份】：2004
【分类号】：H15

【引证文献】