汽车广告语中形容义词语语义谱系及其价值诉求研究

发布时间：2018-05-19 16:13

本文选题：汽车广告语 + 形容义词语　；参考：《广州大学》2011年硕士论文

【摘要】：广告语言作为一种极具个性化的语言,越来越受到人们的关注,如今有关广告语言的研究一直保持着愈演愈烈的趋势。鉴于我国汽车市场的迅猛发展,我们选取了丰富的汽车广告语作为我们的语料基础,并以其中的“形容义词语”作为研究对象,进行了详细而独特的分析。本文旨在以汽车广告语中的形容义词语为基础,建构起形容义词语的语义谱系,并以此探求汽车广告语的价值诉求。首先,我们从262条汽车广告语中,按照一定的原则提取出443个形容义词语,形成一个相对封闭的研究区域。然后进行语义所属分类,设立了模式化的释义模式,并逐一对它们作了形式化、系统化的释义。其次,根据每个形容义词语在汽车广告语中所承担的语义角色的不同,逐步激活它们各自所在的“基义层面”→“语义类层面”→“语义修饰主体层面”→“形容义词语层面”,建构起汽车广告形容义词语语义谱系。同时,我们根据形容义词语的语义类别和语义关系,勾勒出[速度]、[动力]等二十个义场图式,以直观形式化的方式呈现于大家眼前。最后,在汽车广告语中用什么样的形容义词语,以及用了多少同样的形容义词语,这都反映出了广告主的价值诉求。我们在语义谱系的基础上以形容义词语为观察点,对汽车广告的价值诉求作了简要的探讨。通过对形容义词语的语义类分析,我们发现,从形容义词语的语义分布以及高频词语分布情况来看,广告主的价值诉求倾向度多倾向于商品的“市场形象”和消费者的“情感生活体验”以及在“新”、“安全”等主题上的诉求。广告语言的研究,无论是在语言学领域,还是在商品的市场营销领域都有着十分重要的意义。本文的研究或许能对汽车广告语的创作及设计起到一定的借鉴作用。
[Abstract]:As a highly individualized language, advertising language has attracted more and more attention. In view of the rapid development of the automobile market in China, we choose the abundant automobile advertising language as our corpus basis, and take the "descriptive words" as the research object, and carry on the detailed and unique analysis. The purpose of this paper is to construct the semantic genealogy of descriptive words on the basis of the descriptive words in automobile advertising language, and to explore the value appeal of automobile advertising words. First of all, we extract 443 words from 262 automobile advertising words according to certain principles to form a relatively closed research area. Then the semantic ownership classification is carried out, and the patterns of interpretation are set up, and they are formalized and systematized one by one. Secondly, according to the different semantic roles of each word in automobile advertising, Gradually activate their respective "basic meaning level" and "semantic category level" and "semantic modification subject level" and "describe word level", and construct the semantic pedigree of automobile advertisement description semantic words. At the same time, according to the semantic category and semantic relationship of the descriptive words, we outline twenty semantic field schemas, such as speed and power, and present them in an intuitive and formalized way. Finally, what kind of words are used in automobile advertising, and how many same words are used, all of them reflect the advertisers' value demands. On the basis of semantic genealogy, we briefly discuss the value appeal of automobile advertisement by taking descriptive words as observation point. By analyzing the semantic categories of descriptive words, we find that from the semantic distribution of descriptive words and the distribution of high-frequency words, The value appeal tendency of advertisers tends to the "market image" of commodities, the "emotional life experience" of consumers and the demands of "new", "security" and so on. The study of advertising language is of great significance both in the field of linguistics and in the field of commodity marketing. The research in this paper may be helpful to the creation and design of automobile advertising language.
【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

【引证文献】