省力原则与商业广告设计
发布时间：2019-05-16 12:51
【摘要】： 广告，简单的解释是“广而告之”，其目的是为了招徕顾客，沟通生产与消费之间的关系，使供求渠道更为通畅。事实上，广告无处不在，是经济全球化和信息时代一个重要的社会现象，成为现代生活的一个重要组成部分。 鉴于广告的重要作用，越来越多的专家、学者给予广告日益密切的关注。语言学家们一直对广告语篇表现出浓厚的兴趣。现今对于广告的研究大多数都着眼于文体，翻译以及文化这三个方面。 作为商品经济发展的产物，广告讲究的是其影响力，即如何在有限的资源内达到较强的效力。在公众看来，广告本身就已经是一种最简化的言语，它本身就体现了语言的省力性。 本文试图从美国语言学家George Kingsley Zipf所提出的省力原则的角度分析广告，尝试从广告人出发来观察广告这一本来就相对经济的言语中的省力与不省力，试图确认省力原则在广告人与受众之间的适用性。省力原则，，就是在语言的使用中花最少的力气获得最大的认知效果。在语言领域，Zipf承认有两股互相矛盾的力量。一股是“统一力量”(the force of unification)，以简化为目标。另一股是“分化力量”(the force of diversification)，以反歧义为目标。(姜望琪，2005)Zipf认为所谓的省力只是一种概率，是一种平均量，人们在交际时只有在上述两股力量或两种原则之间达成妥协，达成一种平衡，才能真正的省力。但本文发现在大多数情况下，由于广告这一文体的特殊性，省力的平衡点都倾向于广告的受众即潜在的消费者。 全文共分为五章。第一章简要介绍了商业广告的定义功能，前人的研究方向与成果；第二章对省力原则的来龙去脉给予了详尽的介绍，并且对与之相关的语言学理论作了简要的说明；第三章阐述了省力原则之于广告的适用性；第四章是通篇的核心，论证省力原则与商业广告策划的关系，提出本文的研究方法和资料搜集方式，分析了广告策划中有可能会碰到的问题以及广告策略的重要性，主要通过理论分析和广告例证从心理，文化以及传播途径三方面进行论证；第五章得出论证的结论，并指出研究的局限性，提出相应的研究建议。
[Abstract]:Advertising, a simple explanation, is "publicized", the purpose of which is to attract customers, communicate the relationship between production and consumption, and make the channels of supply and demand more smooth. In fact, advertising is everywhere, which is an important social phenomenon in the economic globalization and information age, and has become an important part of modern life. In view of the important role of advertising, more and more experts, scholars pay more and more close attention to advertising. Linguists have always shown great interest in advertising texts. Nowadays, most of the research on advertising focuses on three aspects: style, translation and culture. As the product of the development of commodity economy, advertising pays attention to its influence, that is, how to achieve strong effectiveness in the limited resources. In the public view, advertising itself is already one of the most simplified language, it itself reflects the labor-saving nature of language. This paper attempts to analyze advertising from the perspective of the labor-saving principle put forward by American linguist George Kingsley Zipf, and tries to observe the labor-saving and labor-saving nature of advertising, which is already relatively economic, from the perspective of advertisers. Try to confirm the applicability of labor-saving principle between advertisers and audiences. The principle of labor saving is to spend the least effort to achieve the greatest cognitive effect in the use of language. In the field of language, Zipf acknowledges that there are two contradictory forces. One is that the unified force (the force of unification), aims to simplify. The other is that the "divisive force" (the force of diversification), aims at anti-ambiguity. (Jiang Wangqi, 2005) Zipf believes that the so-called labor saving is only a probability and an average quantity. Only when people reach a compromise and strike a balance between the above two forces or the two principles can they really save labor. However, in most cases, due to the particularity of advertising style, the labor-saving balance point tends to be the audience of advertising, that is, potential consumers. The full text is divided into five chapters. The first chapter briefly introduces the definition and function of commercial advertising, the previous research direction and results, the second chapter gives a detailed introduction to the context of the labor-saving principle, and gives a brief explanation of the related linguistic theories. The third chapter expounds the applicability of the labor-saving principle to advertising; The fourth chapter is the core of the whole article, demonstrates the relationship between labor-saving principle and commercial advertising planning, puts forward the research methods and data collection methods of this paper, and analyzes the problems that may be encountered in advertising planning and the importance of advertising strategy. Mainly through theoretical analysis and advertising examples from three aspects of psychology, culture and means of communication to demonstrate; The fifth chapter draws the conclusion of argumentation, points out the limitation of the study, and puts forward the corresponding research suggestions.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：F713.8;H0-05
本文编号：2478291
[Abstract]:Advertising, a simple explanation, is "publicized", the purpose of which is to attract customers, communicate the relationship between production and consumption, and make the channels of supply and demand more smooth. In fact, advertising is everywhere, which is an important social phenomenon in the economic globalization and information age, and has become an important part of modern life. In view of the important role of advertising, more and more experts, scholars pay more and more close attention to advertising. Linguists have always shown great interest in advertising texts. Nowadays, most of the research on advertising focuses on three aspects: style, translation and culture. As the product of the development of commodity economy, advertising pays attention to its influence, that is, how to achieve strong effectiveness in the limited resources. In the public view, advertising itself is already one of the most simplified language, it itself reflects the labor-saving nature of language. This paper attempts to analyze advertising from the perspective of the labor-saving principle put forward by American linguist George Kingsley Zipf, and tries to observe the labor-saving and labor-saving nature of advertising, which is already relatively economic, from the perspective of advertisers. Try to confirm the applicability of labor-saving principle between advertisers and audiences. The principle of labor saving is to spend the least effort to achieve the greatest cognitive effect in the use of language. In the field of language, Zipf acknowledges that there are two contradictory forces. One is that the unified force (the force of unification), aims to simplify. The other is that the "divisive force" (the force of diversification), aims at anti-ambiguity. (Jiang Wangqi, 2005) Zipf believes that the so-called labor saving is only a probability and an average quantity. Only when people reach a compromise and strike a balance between the above two forces or the two principles can they really save labor. However, in most cases, due to the particularity of advertising style, the labor-saving balance point tends to be the audience of advertising, that is, potential consumers. The full text is divided into five chapters. The first chapter briefly introduces the definition and function of commercial advertising, the previous research direction and results, the second chapter gives a detailed introduction to the context of the labor-saving principle, and gives a brief explanation of the related linguistic theories. The third chapter expounds the applicability of the labor-saving principle to advertising; The fourth chapter is the core of the whole article, demonstrates the relationship between labor-saving principle and commercial advertising planning, puts forward the research methods and data collection methods of this paper, and analyzes the problems that may be encountered in advertising planning and the importance of advertising strategy. Mainly through theoretical analysis and advertising examples from three aspects of psychology, culture and means of communication to demonstrate; The fifth chapter draws the conclusion of argumentation, points out the limitation of the study, and puts forward the corresponding research suggestions.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：F713.8;H0-05
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