国内楼盘案名研究
发布时间：2018-07-27 20:41
【摘要】： 楼盘案名,就是楼盘在相关部门注册备案、面向社会公开发售时使用的名字。就像姓名之于人,楼盘案名是一座建筑的代表,是将各个建筑物区别开来的名片。楼盘案名的出现改变了我们的生活,它使我们能在繁杂的城市建筑中简明地指出自己的位置和目的地,为出行带来便利:它是一种无法回避的文化现象,短短的文字间流露着当下人们的愿望和诉求;同时它又是一种特殊的语言现象,楼盘案名中,不同词类、不同色彩的词语以各种各样的形式组合在一起,使汉语这一古老的语言显示出蓬勃的生机。如今,案名已成为楼盘不可或缺的一部分。 楼盘案名是一种特殊的广告语言,它有着特殊的受众和特殊的形态。近年来,以楼盘案名为研究对象的文章已经出现,从不同角度对这一特殊的语言现象进行探讨,具有很强的现实意义和启发作用。但这些文章多从大处着手,对其划分及研究还不够细致、深入,鉴于此,我们重点收集了具有代表性的40多个城市2万多个楼盘案名,希望通过对它们的深入分析,将国内楼盘案名的整体状况呈现出来。 论文主要采用调查法,通过国内专业房地产门户网站——搜房网(www.soufun.com)和综合门户网站——新浪网的“新浪房产”(http://main.house.sina.com.cn)提供的大量楼盘案名,并结合报纸、杂志中的房地产广告来收集材料。收集案名只是第一步,更重要的是找到案名的真实含义。只有准确把握了它们的含意,才能分析它们之间的个性与共性,准确地对其进行分类。在掌握了大量的案名以及这些案名含意的基础上,我们对其进行归类、分析。首先从大处着手,看案名的通名、专名的运用以及表面设计形式。在此基础上,结合它们的词类和词义,按照含特殊词类,如外语词(含外文单词、字母)、音译外来词、数字词(含阿拉伯数字、汉语数字词)等,以及含有典型的意象,如山水意象、财富意象、动植物名称、日月星辰、表示祈愿类的词等进行划分,研究每一类专名具体的运用情况。最后,我们考察了案名中谐音运用的情况,以及不同风格的特色楼盘案名。对于一些典型的案名,我们采用了案例分析的方法。 全文共分五章,从不同的角度详细、客观地描述和分析了国内的楼盘案名,在一定程度上弥补了目前楼盘案名研究的不足,对于研究这一特殊语言现象有着积极的意义。同时,对于深入了解广告语言的运用技巧以及当今社会的文化思潮具有重要的启发作用。
[Abstract]:Real estate case name, is the property in the relevant departments to register, public sale to the public use of the name. Just as name is to a person, the name of a building is a business card that distinguishes each building. The emergence of real estate names has changed our lives by enabling us to concisely point out our positions and destinations in complex urban buildings, facilitating travel: it is an unavoidable cultural phenomenon. The short text reveals the wishes and demands of the people at present. At the same time, it is a special language phenomenon. In the name of the real estate case, words of different parts of speech and different colors are combined in various forms. Make this ancient language of Chinese show vigorous vitality. Now, the case name has become an integral part of the property. Real estate case name is a special advertising language, it has a special audience and a special form. In recent years, the article with the name of the real estate case as the object of study has appeared. It is of great practical significance and enlightening effect to discuss this special language phenomenon from different angles. However, most of these articles start from the big ones, and the division and research on them are not enough detailed and thorough. In view of this, we have focused on collecting more than 20,000 real estate cases in more than 40 representative cities, hoping to analyze them in depth. The overall situation of the domestic real estate case presented. This paper mainly adopts the investigation method, through the domestic specialized real estate portal website-Soufang net (www.soufun.com) and the comprehensive portal website-Sina.com "Sina real estate" (http://main.house.sina.com.cn) provides a large number of real estate case names, and unifies the newspaper, The real estate ads in the magazine collect materials. Collecting case names is only the first step and, more importantly, finding out what they really mean. Only by grasping their meanings accurately can we analyze their individuality and commonness and classify them accurately. On the basis of mastering a large number of case names and their implications, we classify and analyze them. First of all, from the point of view of the general name of the case, the use of proper names and surface design form. On this basis, combined with their parts of speech and meanings, according to the special parts of speech, such as foreign language words (including foreign words, letters), transliterated loanwords, numeric words (including Arabic numerals, Chinese numerals) and so on, as well as containing typical images, Such as landscape image, wealth image, animal and plant names, sun, moon and stars, words and so on, to study the specific use of each category of proper names. Finally, we investigate the use of homonym in the case name, as well as the different style of the case name. For some typical case names, we use the case analysis method. The paper is divided into five chapters, which describe and analyze the names of the real estate cases objectively from different angles, which to some extent make up for the deficiency of the current research on the names of the real estate cases, and have a positive significance for the study of this special linguistic phenomenon. At the same time, it has an important enlightening effect on understanding the application skills of advertising language and the cultural trend of thought in today's society.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：H136.1
[Abstract]:Real estate case name, is the property in the relevant departments to register, public sale to the public use of the name. Just as name is to a person, the name of a building is a business card that distinguishes each building. The emergence of real estate names has changed our lives by enabling us to concisely point out our positions and destinations in complex urban buildings, facilitating travel: it is an unavoidable cultural phenomenon. The short text reveals the wishes and demands of the people at present. At the same time, it is a special language phenomenon. In the name of the real estate case, words of different parts of speech and different colors are combined in various forms. Make this ancient language of Chinese show vigorous vitality. Now, the case name has become an integral part of the property. Real estate case name is a special advertising language, it has a special audience and a special form. In recent years, the article with the name of the real estate case as the object of study has appeared. It is of great practical significance and enlightening effect to discuss this special language phenomenon from different angles. However, most of these articles start from the big ones, and the division and research on them are not enough detailed and thorough. In view of this, we have focused on collecting more than 20,000 real estate cases in more than 40 representative cities, hoping to analyze them in depth. The overall situation of the domestic real estate case presented. This paper mainly adopts the investigation method, through the domestic specialized real estate portal website-Soufang net (www.soufun.com) and the comprehensive portal website-Sina.com "Sina real estate" (http://main.house.sina.com.cn) provides a large number of real estate case names, and unifies the newspaper, The real estate ads in the magazine collect materials. Collecting case names is only the first step and, more importantly, finding out what they really mean. Only by grasping their meanings accurately can we analyze their individuality and commonness and classify them accurately. On the basis of mastering a large number of case names and their implications, we classify and analyze them. First of all, from the point of view of the general name of the case, the use of proper names and surface design form. On this basis, combined with their parts of speech and meanings, according to the special parts of speech, such as foreign language words (including foreign words, letters), transliterated loanwords, numeric words (including Arabic numerals, Chinese numerals) and so on, as well as containing typical images, Such as landscape image, wealth image, animal and plant names, sun, moon and stars, words and so on, to study the specific use of each category of proper names. Finally, we investigate the use of homonym in the case name, as well as the different style of the case name. For some typical case names, we use the case analysis method. The paper is divided into five chapters, which describe and analyze the names of the real estate cases objectively from different angles, which to some extent make up for the deficiency of the current research on the names of the real estate cases, and have a positive significance for the study of this special linguistic phenomenon. At the same time, it has an important enlightening effect on understanding the application skills of advertising language and the cultural trend of thought in today's society.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：H136.1
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