20世纪90年代以来中国广告语言的文学性研究

发布时间：2018-06-09 02:49

本文选题：广告语言 + 文学性　；参考：《四川师范大学》2012年硕士论文

【摘要】：摘要：中国自20世纪90年代以来,可以说真正进入了广告时代,广告普遍采用艺术化手法来制作,尤其是普遍使用了富于文学性的语言。本文的主旨是对这一时期广告语言文学性进行研究。本文的研究具体地涉及到了两种语言,即广告语言与文学语言。此两种语言的本质如此不同,却能在广告中很好地得到统一,在此现象中产生的问题使得对广告语言文学性的研究变得有意义与价值,另一方面,这一现象让我们不得不去思考,仅仅语言具有文学性,能否让文学成其为文学?在现代和后现代日常生活审美化后,我们将如何正确定义文学?这是本文的研究要给予关注和讨论的问题。本文试图对众多广告语言搜集和分析,多角度、多侧面地对广告语言的文学性在广告中的表达效果及其意义与价值进行探讨。本文在理论方面首先运用现代广告学相关知识来解读何为广告?何为广告语言?再从文学性入手,对文学性这个定义进行阐释,最后结合广告实例来论证何为广告语言的文学性。论文运用大量篇幅将搜集的具有文学性的广告语言进行归类分析,运用相关文学理论分别去探讨广告语言的“审美非功利性”与“功利性”；广告语言的情感性；广告语言中审美的虚构性；广告语言的“诗化”现象；广告语言的陌生化效果；广告语言的对话式、独白式、叙事类的表现。在探讨上述特征的同时,通过对广告语言的“细读”以及对其运用的文学理论的阐释,充分展示广告语言的功利性怎样与文学的审美性融合。最后一章就广告语言文学性分别对广告和文学的意义和价值进行探讨,在广告语言文学性对广告的意义和价值方面,本文分别将正面价值和负面价值区别展开论述；在广告语言文学性对文学的意义和价值方面,本文认为：广告语言作为当下文学性统治当今世界的重要表征,人们即使生活在广告语言文学性之中,本质上也依然被物所包围。本文且对广告语言的文学性是否能够拯救文学在当下的生存状态提出了自己的看法。
[Abstract]:Absrtact: since the 1990s, China has really entered the advertising era, advertising is generally made by artistic means, especially the language rich in literature. The purpose of this paper is to study the literariness of advertising language in this period. The study of this paper specifically involves two languages, advertising language and literary language. The nature of the two languages is so different, but they can be well unified in advertising. The problems arising from this phenomenon make the study of the literariness of advertising language meaningful and valuable, on the other hand, This phenomenon makes us have to think, just the language has the literariness, can let the literature become its literature? How do we define literature correctly after the aestheticization of modern and postmodern daily life? This is the research of this paper to give attention to and discuss the problem. This paper attempts to collect and analyze many advertising languages from various angles. This paper probes into the expressive effect and significance and value of the literariness of advertising language in advertising. In theory, this paper first uses the relevant knowledge of modern advertising science to interpret what is advertising. What is advertising language? Then it explains the definition of literariness from the perspective of literariness, and finally demonstrates what is the literariness of advertising language with advertising examples. The thesis uses a great deal of space to classify and analyze the literary advertising language collected and discusses the "aesthetic non-utilitarian" and "utilitarian" of advertising language, the affective of advertising language, and the related literary theory. The fictitious aesthetic in advertising language, the poetic phenomenon of advertising language, the defamiliarization effect of advertising language, the dialogue, monologue and narrative expression of advertising language. At the same time, through the "detailed reading" of advertising language and the interpretation of its literary theory, The last chapter discusses the significance and value of advertising language and literature, and discusses the significance and value of advertising language literariness to advertising. This paper discusses the difference between positive value and negative value, and holds that advertising language is an important representation of the current literary domination of the world, in terms of the significance and value of the literariness of advertising language to literature. Even though people live in advertising language and literature, they are still surrounded by things in essence. This paper also puts forward its own views on whether the literariness of advertising language can save literature in the present living state.
【学位授予单位】：四川师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H152

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