电视广告语言修辞艺术研究
发布时间：2018-07-25 20:58
【摘要】：人们曾把修辞称为说服艺术,换言之,广告语言可以担当起语言的劝说功能。所以,通过进一步分析广告语言,人们可以更全面地了解修辞在广告领域的实际应用;同时,消费者也可以更全面地理解广告想要传达的信息、广告设计者可以创作更优秀的广告,从而实现到广告的最终目的——让潜在消费者接受广告语的劝说、采取行动购买商品或服务。当前的汉语修辞学研究,既注重在传统修辞领域内进行深化研究,又强调在现代视野下主动创新。传统与现代的融合给汉语修辞学带来了生机。 一、绪论。主要介绍当前电视广告语言的研究现状,以及研究电视广告语言的目的和意义。 二、广告语言的结构、特征和作用。本章在简要总结广告语言的结构和作用后,把讨论的重点放在广告语言的特征上。现将这些特征总结如下:语音的同音替换——用大量的新例子来举证;语义的扩展——首先分析基础词“你、我”的词义扩展,然后分析成语的借鉴吸收;感情色彩的双向变化——包括由贬义词变作褒义词,由中性词变作褒义词;语言形式的非常规搭配——因为有大量文章分析过语法形式的非常规搭配,所以本小节就另辟途径,改从语言的外部形式方面分析非常规搭配;以及为什么广告语在没有主语的情况下不会造成意义不清——此小节引入一个以往广告修辞类文章没有介绍的概念——语义指向。 三、造成广告语言独特性的原因。在第二章分析得出广告语的特征之后,本章开始分析这些特征是怎么产生的。原因主要有两点,一是新型辞格的运用,如:藏词、联边。目前从辞格角度研究广告语言的论文不在少数,但几乎没有分析“藏词、联边”等新型辞格的论文。除了这些新辞格之外,本文也要介绍两个高频率使用的辞格——比喻和比拟。二是语音、词汇、句子层面均有特意的选择。语音层面主要从音节、声调、押韵等方面来分析;词汇层面主要从词语的修辞功能、词语的附加修辞功能、广告语中动词的行为特征等方面来分析;句子层面主要从句子形式和内容上分析,内容的分析又偏重分析制作广告语时对古代文化的借鉴。 四、概念隐喻参与的对广告语言的建构和解读机制。隐喻概念的引入可以说是本文的一个亮点。相当多的广告语言修辞学文章都把隐喻看作是语言的修辞手段,但本文从认知的角度来研究广告语中的隐喻现象,尝试论证广告语中隐喻的认知历程或构思方式,即用一类已知的、具体的事物来了解另一类未知的、抽象的事物。本章首先介绍认知语言学中的隐喻的概念,把认知隐喻和作为一种修辞格的隐喻区分开来;继而分析广告语言运用隐喻的基础——文化、个人经历、两物的相似性、语境等;最后总结并列举三类概念隐喻——方位隐喻、实体隐喻和结构隐喻。
[Abstract]:People have called rhetoric as persuasion, in other words, advertising language can act as the persuasive function of language. Therefore, by further analysis of advertising language, people can understand the practical application of rhetoric in the field of advertising more comprehensively; at the same time, consumers can also understand the information that advertisements want to convey more comprehensively. Advertising designers can create a more comprehensive understanding of the information that advertisements want to convey. For the final purpose of advertising, the final purpose of advertising is to be achieved by allowing the potential consumers to accept the persuasion of the advertising language and take action to buy goods or services. The current Chinese rhetorical study focuses on deepening the research in the traditional rhetorical field and emphasizing the active innovation in the modern field. Rhetoric brings life.
First, introduction. It mainly introduces the current research situation of TV advertising language, and the purpose and significance of studying the language of TV advertising.
Two, the structure, features and functions of advertising language. After briefly summarizing the structure and role of advertising language, the emphasis of the discussion is put on the characteristics of advertising language. These features are summarized as follows: the homophone substitution of the phonetic language - the use of a large number of new examples; the extension of the semantics - first analysis of the meaning of the basic word "you, I" Expansion, and then analysis of the absorption of idioms; the two-way changes in emotional colors - including a commendatory word from a derogatory word to a commendatory word, a neutral word as a commendatory word, an unconventional collocation of the language form, because a large number of articles have analyzed the unconventional collocation of the grammatical form, so this section is diverted from the external form of the language. Analysis of unconventional collocations; and why advertising does not make sense without a subject - this section introduces a concept that has not been introduced by previous advertising rhetoric articles - semantic orientation.
Three, the cause of the uniqueness of the advertising language. After the analysis of the characteristics of the advertising language in the second chapter, this chapter begins to analyze how these characteristics are produced. The main reasons are two reasons: one is the use of new figures of speech, such as: Tibetan words, linking. At present, there are few papers on advertising language from the point of view of the figures of speech, but there is little analysis of "Tibetan words," In addition to these new figures of speech, in addition to these new figures of speech, this paper also introduces two high frequency figures of speech - metaphor and analogy. Two is the special choice of speech, vocabulary and sentence level. The phonetic level is mainly analyzed from syllable, tone and rhyme; the lexical level is mainly from the rhetorical function of words and words. The additional rhetorical function and the behavioral characteristics of the verb in the advertising language are analyzed. The sentence level is mainly analyzed from the form and content of the sentence, and the analysis of the content emphasizes the reference to the ancient culture when the advertisement is made.
Four, conceptual metaphor participates in the construction and interpretation of advertising language. The introduction of metaphorical concepts is a bright spot in this article. A considerable number of rhetorical articles in advertising language regard metaphor as a rhetorical means of language. However, this paper studies metaphors in advertising language from a cognitive perspective and tries to demonstrate metaphors in advertising language. Cognitive process or conceptual mode, that is, to use a class of known, specific things to understand another class of unknown, abstract things. This chapter first introduces the concept of metaphor in cognitive linguistics, distinguishes cognitive metaphor from metaphor as a rhetorical figure, and then analyzes the basis of the use of metaphor in advertising language - culture, personal experience, two Finally, we summarize and list three types of conceptual metaphors: orientation metaphor, entity metaphor and structural metaphor.
【学位授予单位】：重庆师范大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：H05
本文编号：2145070
[Abstract]:People have called rhetoric as persuasion, in other words, advertising language can act as the persuasive function of language. Therefore, by further analysis of advertising language, people can understand the practical application of rhetoric in the field of advertising more comprehensively; at the same time, consumers can also understand the information that advertisements want to convey more comprehensively. Advertising designers can create a more comprehensive understanding of the information that advertisements want to convey. For the final purpose of advertising, the final purpose of advertising is to be achieved by allowing the potential consumers to accept the persuasion of the advertising language and take action to buy goods or services. The current Chinese rhetorical study focuses on deepening the research in the traditional rhetorical field and emphasizing the active innovation in the modern field. Rhetoric brings life.
First, introduction. It mainly introduces the current research situation of TV advertising language, and the purpose and significance of studying the language of TV advertising.
Two, the structure, features and functions of advertising language. After briefly summarizing the structure and role of advertising language, the emphasis of the discussion is put on the characteristics of advertising language. These features are summarized as follows: the homophone substitution of the phonetic language - the use of a large number of new examples; the extension of the semantics - first analysis of the meaning of the basic word "you, I" Expansion, and then analysis of the absorption of idioms; the two-way changes in emotional colors - including a commendatory word from a derogatory word to a commendatory word, a neutral word as a commendatory word, an unconventional collocation of the language form, because a large number of articles have analyzed the unconventional collocation of the grammatical form, so this section is diverted from the external form of the language. Analysis of unconventional collocations; and why advertising does not make sense without a subject - this section introduces a concept that has not been introduced by previous advertising rhetoric articles - semantic orientation.
Three, the cause of the uniqueness of the advertising language. After the analysis of the characteristics of the advertising language in the second chapter, this chapter begins to analyze how these characteristics are produced. The main reasons are two reasons: one is the use of new figures of speech, such as: Tibetan words, linking. At present, there are few papers on advertising language from the point of view of the figures of speech, but there is little analysis of "Tibetan words," In addition to these new figures of speech, in addition to these new figures of speech, this paper also introduces two high frequency figures of speech - metaphor and analogy. Two is the special choice of speech, vocabulary and sentence level. The phonetic level is mainly analyzed from syllable, tone and rhyme; the lexical level is mainly from the rhetorical function of words and words. The additional rhetorical function and the behavioral characteristics of the verb in the advertising language are analyzed. The sentence level is mainly analyzed from the form and content of the sentence, and the analysis of the content emphasizes the reference to the ancient culture when the advertisement is made.
Four, conceptual metaphor participates in the construction and interpretation of advertising language. The introduction of metaphorical concepts is a bright spot in this article. A considerable number of rhetorical articles in advertising language regard metaphor as a rhetorical means of language. However, this paper studies metaphors in advertising language from a cognitive perspective and tries to demonstrate metaphors in advertising language. Cognitive process or conceptual mode, that is, to use a class of known, specific things to understand another class of unknown, abstract things. This chapter first introduces the concept of metaphor in cognitive linguistics, distinguishes cognitive metaphor from metaphor as a rhetorical figure, and then analyzes the basis of the use of metaphor in advertising language - culture, personal experience, two Finally, we summarize and list three types of conceptual metaphors: orientation metaphor, entity metaphor and structural metaphor.
【学位授予单位】：重庆师范大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：H05
【引证文献】
相关期刊论文 前1条
1 邱敏;;修辞格在英语广告语篇中的运用探究[J];剑南文学(经典教苑);2012年06期
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