汉语电视广告语在中高级来华留学生汉语学习中的应用研究

发布时间：2018-10-13 18:28

【摘要】：现代社会是一个信息的世界,广告是信息时代一个重要的社会现象。国家经济的发展,企业间的竞争,人民的日常生活都和广告产生了愈来愈密切的联系。在中国,形式多样、内容丰富的电视广告语言既继承了汉语的优点,又根据汉语特点产生了种种变异。电视广告语正潜移默化地改变着人们使用汉语的一些习惯。来华留学生在中国学习汉语期间也因看电视而或多或少地受到汉语电视广告语的影响,特别是汉语水平处于中高级的来华留学生。他们经过初中级阶段系统地学习,已经掌握了大量的词汇和语法知识,能比较流利地进行汉语交流,因此,他们更愿意将日常生活中听到、看到的汉语词语用到日常交际当中。所以,笔者认为我们应对汉语电视广告语在来华留学生汉语学习中的作用引起重视。 为直接获取更真实的研究资料,笔者向我国的北京、上海、重庆、哈尔滨、西安、福州、厦门、昆明、广州等15个城市的高校共发放99份问卷,回收有效问卷96份。调查对象为汉语水平处于中高级的来华留学生,他们所学的专业分布在各个领域,比如汉语教育(含汉语国际教育硕士、华文教育、对外汉语)、工商管理、计算机工程、财政学、医学等,以及一部分还在汉语进修班学习汉语的学生。根据调查问卷中来华留学生较喜爱的汉语电视频道统计结果,笔者将排名前四位的电视频道CCTV1、湖南卫视、CCTV4和CCTV5在2010年播出的汉语电视广告语作为本文的主要语料,同时借鉴前人的研究成果从汉语电视广告语的内涵、组成部分和构成要素确定本文研究的范围;从语音、词汇、句法、修辞四个方面来分析汉语电视广告语的一般语言特征;从语音变异、词汇变异、语法变异、语义变异四个方面讨论汉语电视广告语变异的特殊语言特征。 为进一步研究汉语电视广告语给中高级来华留学生的汉语学习带来的具体影响,笔者经过问卷调查的统计得出以下结果:其一,约89%的来华留学生对汉语电视广告语有兴趣;其二,约95%的学生注意到汉语电视广告语中的流行语言或者新词语,并认为这些词语对他们学习汉语有一定帮助,让他们感到有兴趣;其三,汉语电视广告语让学生最难以理解的原因(多选题)依次是“语速太快”、“词组搭配”、“词语的意义”,分别占约53%、45%、22%,即除了语速的问题,词组的搭配是学生们普遍认为较难的因素;其四,约76%的学生更青睐有趣的电视广告语,约15%的学生喜欢充满哲理的,有丰富含义的汉语电视广告语。结合调查结果,笔者从中高级来华留学生的汉语课外习得角度探讨汉语电视广告语对其的影响,其中积极影响包括有助于学生了解和学习新词语,有助于学生在具体语境下学习汉语,有助于学生了解汉民族的消费心理、审美情趣和传统文化等;消极影响是词语超常搭配使学生难以理解,以至于给课内汉语学习带来疑惑。最后,笔者根据汉语电视广告语的语言特征和问卷结果来设计教学策略,比如适当策略、调动策略、鼓励策略和游戏策略等。
[Abstract]:Modern society is a world of information, advertising is an important social phenomenon in the information age. The development of the country's economy, the competition between enterprises, the daily life of the people and the advertisement have become more and more closely related. In China, the TV advertisement language with various forms and rich contents inherits both the advantages of Chinese and the variation of Chinese characteristics. Television advertising is quietly changing some of the habits that people use in Chinese. Chinese students in China have been more or less affected by Chinese TV advertising during Chinese learning, especially Chinese students in China. They have learned a lot of vocabulary and grammar knowledge through a systematic study at the junior middle stage, so they can make Chinese communication more fluently. Therefore, they are more willing to use Chinese words that are heard in their daily life to be used in daily communication. Therefore, the author thinks that we should pay more attention to the role of Chinese TV advertising in Chinese learning in China. In order to obtain more real research data, I issued 99 questionnaires to 15 cities including Beijing, Shanghai, Chongqing, Harbin, Xi 'an, Fuzhou, Xiamen, Kunming, Guangzhou and so on. 6. Investigation objects are Chinese students with Chinese level in China, and their major distribution in various fields, such as Chinese education (including master of Chinese international education, Chinese education, Chinese as a foreign language), business administration, computer engineering, finance, medicine Learning and so on, as well as a part of the study of Chinese in Chinese According to the results of Chinese TV channel statistics, the author will rank the top four TV channels CCTV1, Hunan TV, CCTV4 and CCTV5 in 2010. Based on the research achievements of the predecessors, the paper determines the scope of this thesis from the connotation, components and components of Chinese TV advertising language, and analyzes the general language features of Chinese TV advertising language from four aspects: speech, vocabulary, syntax and rhetoric; from speech variation, vocabulary The Special Language of the Variation of Chinese TV Advertising Language in the Four Aspects of Variation, Grammar Variation and Semantic Variation Characteristics: To further study the effect of Chinese TV advertising on Chinese learning in China, the author draws the following results through the statistics of questionnaire: one, about 89% of students coming to China for Chinese TV advertising Second, about 95% of the students notice the popular language or new words in the Chinese TV advertising language, and think the words will help them to learn Chinese and make them feel interested; and thirdly, the reasons why the Chinese TV advertising language makes the students most difficult to understand (multiple topics) is" It's todo fast. ", 鈥渃ollocation of phrase鈥，

本文编号：2269536