顺应理论视域下的中文房地产广告语研究

发布时间：2018-04-10 03:00

本文选题：房地产广告语　切入点：顺应理论　出处：《东北师范大学》2011年硕士论文

【摘要】：从20世纪90年代初到现在,房地产业在中国经历了从无到有,由弱到强的发展过程。特别是近十年来,该行业的市场竞争日呈激烈,作为十分有力的促销工具的房地产广告应运而生并呈现出越来越重要的作用。2010年我国的房地产广告的年投入总额达到了160亿元,占全年广告总额的第一位(中国国家统计局数据,2011)。如同盖斯所指出“广告的重要作用在于劝说乃至于诱导消费者做出购买产品或服务的行为。”(盖斯, 1994: 42),一条优秀的房地产广告不但能为楼盘做出准确的定位,而且能够给潜在的客户留下深刻而美好的印象,最重要的是它能够鼓励人们做出购买行为。为了实现这一极具难度的目标,广告主必须精心设计房地产广告的语言来迎合,顺应潜在客户。这些广告语言极具特色,但对其进行探讨的学术研究尚为少见,所以本文的目的在于通过研究,发现并总结出其语言特色。维索尔伦在其提出的“顺应理论”中认为“语言的使用就是有意识或无意识做出语言选择过程,实现顺应,从而无限接近交际的满意点。”房地产广告语是语言在特殊领域的运用,因而在此过程中广告主也要进行一系列的语言选择。作者在本文中以顺应理论作为理论基础,通过对选自吉林省主流报纸(包括:《新文化报》,《东亚经贸新闻》和《长春房地产报》)的324条中文房地产广告语进行质化与量化相结合的研究,发现并总结出中文房地产广告语的语言选择方面的特点: 首先,为了实现对潜在客户的顺应,广告主在设计房地产广告语时,在语言结构层面做出了如下选择:在语音层面上,整齐对称的音节结构被广泛应用;在词汇层面,表达最高级别的语素和词汇以及较多的新颖造词被选用;在句子层面,大量的陈述句被选择运用以增强广告的可信度,句子长度主要被控制在8-16个汉字之间,同时大量的修辞手法被应用到中文房地产广告语中使其更加生动。第二,为了顺应潜在的消费者,激发其购买房地产产品的愿望,广告主重点选择了8个和楼盘项目相关的因素进行了大力宣传。从顺应理论的视角来看,这正是实现语境顺应的过程。作者发现中文房地产广告语在顺应物理世界的基础上着重对人们的精神世界和社交世界进行了顺应。在对精神世界的顺应中,广告主选择了以下4个楼盘相关因素进行了宣传以满足人们的不同动机和愿望:宣传楼盘优越的地理位置和配套交通条件来满足顾客的求便动机;宣传极具竞争力价格来满足客户的求廉动机;宣传开发商的资质和信誉度、楼盘的质量、物业的资质来满足客户的求信动机;还宣传了楼盘周围的湖景山色来满足人们对闲适的生活的渴望。除了选择相关因素进行宣传以顺应消费者的精神世界外,广告主也选择另外4类因素大力宣扬来顺应客户的社交世界,它们包括:对楼盘的洋化风格宣传来顺应社会上盛行的洋化之风;渲染楼盘所带来家的温馨之感来顺应中国社会的重家文化;大力宣扬楼盘周围的教育配套设施以顺应中国的重教文化;还着重宣传楼盘的奢华来顺应社会上存在的奢华之风。通过总结,我们发现为实现对潜在客户的顺应,中文房地产广告在语言选择上具有鲜明的特点。这可以加深我们对房地产广告语这一语言使用现象的理解,同时也对房地产广告语的创作形成启发,以便创造出更优秀的中文房地产广告语。
[Abstract]:From the beginning of the 1990 s to present , the real estate industry has experienced the development process from now to now , from the weak to the strong . Especially in the past ten years , the market competition day of the industry has been fierce . As a powerful promotion tool , the real estate advertisement has emerged and played an increasingly important role . In 2010 , the total annual investment of the real estate advertisement in our country reached 16 billion yuan , accounting for the first number of the whole year ' s total advertisement ( China National Bureau of Statistics , 2011 ) . As Gaius points out , " the important role of advertising is to persuade the nation to induce consumers to make purchases or services . " ( Gaius , 1994 : 42 ) , an excellent real estate advertisement not only makes accurate positioning for the building , but also enables people to make purchases . In order to achieve this extremely difficult goal , advertisers must carefully design the language of real estate advertising to cater to potential customers . The purpose of this paper is to find and summarize their language features through research .

In this paper , we find and sum up the characteristics of the language choice of Chinese real estate advertising language .

First , in order to realize the compliance of the potential customers , the advertiser has made the following choices at the language structure level when designing the real estate advertising language : at the voice level , the syllable structure of the order symmetry is widely applied ; at the level of the sentence , the highest level of morphemes and words and more novel words are selected ; at the sentence level , a large amount of declarative sentences are selected to enhance the credibility of the advertisement , and the length of the sentence is mainly controlled between 8 - 16 Chinese characters , and a large amount of rhetoric is applied to the Chinese real estate advertising language to make it more vivid .

Second , in order to comply with the potential consumers , to stimulate their desire to buy real estate products , the advertiser has chosen eight factors related to the building projects . From the perspective of compliance theory , this is the process of realizing context adaptation .

In the adaptation of the spiritual world , the advertiser has selected the following four factors of building disc related factors to satisfy the different motives and aspirations of people : to promote the superior geographical position of the building and the matched traffic conditions to satisfy the customer ' s demand motivation ; to promote the competitive price to satisfy the customer ' s request motivation ; to promote the qualification and reputation of the developer , the quality of the building , the qualification of the property to satisfy the customer ' s demand for letter ; and also to promote the lake and landscape color around the building to satisfy people ' s desire for leisure life .

In addition to selecting the relevant factors to adapt to the consumer ' s spiritual world , advertisers also choose another four factors to adapt to the social world of the customer . They include : the ization style of the building to conform to the popular culture of the society ; the warm sense of the home brought by the building is adapted to the heavy culture of the Chinese society ; the education supporting facilities around the building are vigorously promoted to conform to the Chinese reeducation culture ; and the luxury of the buildings is also emphasized to conform to the luxury wind in the society .

Through summarizing , we have found that in order to realize the compliance of potential customers , Chinese real estate advertisement has distinct characteristics in language selection . This can deepen our understanding of the use of real estate advertising language , and also inspire the creation of real estate advertising language , so as to create better Chinese real estate advertising language .

【学位授予单位】：东北师范大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：H152

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