广告语中前景化策略的文体学视角研究
发布时间：2019-06-03 23:08
【摘要】： 随着商品化社会的到来,广告在我们今天的社会几乎是无孔不入,它的传播介质多种多样,包括报纸、杂志、电视、广播、网络等等。无论我们是否愿意,在我们的日常生活中,每天都要接触到各种不同类型的广告。 广告语言特别,与其它文体有较大的差异。因此,了解其语言特点不仅能够帮助广告写作者提高写作水平,而且还能够帮助语言学习者更好地理解广告内容,欣赏其语言艺术美。 有许多学者从不同的语言学视角研究过广告语言,但大多数研究工作都关注于归纳广告语言在诸如词汇,句法和语法的普遍共性,或者描述广告语言中常见的修辞手段,使得广告语言逐渐成为一种独特的实用文体。本文则尝试在文体学前景化理论的基础上系统、全面地展示和解析广告语言的文体特色。 前景化理论是目前文体学领域的热门话题。本文对该理论进行了总结和探讨。“前景化”本为美学术语,用来指绘画中从背景中突出的部分。二十世纪三十年代,布拉格学派借用该术语描述语言中的变异现象。后来,利奇认为:语言前景化的获得不仅要归功于语言的变异,而且,还要归功于那些没有变异,但也十分突出的语言现象。韩礼德是功能主义的代表,他主张从功能的角度分析语言,他认为“前景化”应为“动因突出”。也就是说,只有在语境中产生功能的变异或规则性突出的语言才能达到前景化效果。文体即前景化。 为了实现其吸引功能,广告写作者们在书写、字、句、语义各层面上“变异”。也就是说,变异从语言形式深入到语言内容,从语言的表层意义深入到里层意义。书写是通过有形的符号,达到吸引的目的,通过多样的文字排列形式,标点符号的采用达到再在书写层面上变异。广告用词特别,其特别之处在于运用缩略词,简略词及新造词来缩小单词。省略是广告句法上的显著特征。为了简洁,文字中的功能词大量删减。广告中修辞手法的大量运用。使广告的文字艺术魅力无穷。 语音,字,句,各层面上的“过分规则性突出”也帮助广告达到了前景化效果,达到了吸引读者的目的。头韵和尾韵念起来琅琅上口,单音节动词的多次出现,是广告看起来简洁生动。他们大量地运用于广告语言中。 为了证实前景化是实现广告吸引功能的有效手段,本文列举了大量的例证并且在有的地方用数据作了说明。在选择例证时,本作者遵循以下4个原则:1)例证来源包括国内和国外,而且广告来自各种形式,如广播,电视,报纸,网络。2)绝大部分例证来源于最新媒体。这样有利于作者分析,读者理解。3)例证选择随意。只有这样,才能保证说所选例证代表了广告的一般特点。4)例证的广告商品名,在例证后的括号内表明,以证实例证的可信度。 广告业作为文化创意产业的一部分,如今已经成为社会经济发展的前沿产业之一,广告包括的范围很广,但其主要的功能是吸引功能。本文从文体学入手,从文体学角度探讨了前景化在语言的各个层面上通过变异和规则性突出,并通过大量的例证,证明前景化是实现广告吸引功能的有效手段之一。
[Abstract]:With the advent of the commoditized society, the advertisement is almost non-porous in our society today, and its communication medium is diverse, including newspapers, magazines, television, broadcasting, network and so on. No matter if we're willing, in our daily life, we'll be in touch with a variety of different types of advertising every day. The advertising language is, in particular, as large as the other. Therefore, it is not only able to help the author improve the writing level, but also to help language learners to better understand the content of the advertisements and appreciate their language skills. There are many scholars who have studied the advertising language from different linguistic perspectives, but most of the research focuses on the generalization of the general commonness of the advertising language in terms of vocabulary, syntax and grammar, or in the description of advertising language. The rhetoric means makes the advertising language become a unique one. In this paper, we try to show and resolve the advertising language in a systematic and comprehensive way on the basis of the theory of stylistics. The theory of the prospect is the present style. This paper is a hot topic in the field of science. Summary and discussion. The "Foreground" is an aesthetic term used to refer to a drawing from a drawing The part of the background. The Prague school used the term to describe the 1930s. In the language, the phenomenon of variation in the language is not only due to the variation of the language, but also to those that have not changed, but also to those that have not changed. A prominent language phenomenon. Halliday is the representative of the functionalism. He advocates the analysis of the language from the point of view of the function. He thinks the "Foreground" should be "the driver's projectio." n ". That is, only a language that produces functional variation or regularity in the context can achieve the effect of the future In order to realize its attraction function, the authors write, word, sentence, and the semantic aspects of "trunk>" varia. ". That is, the variation goes deep into the language content from the form of a language, from the language The meaning of the surface layer is deep into the meaning of the inner layer. The writing is to achieve the purpose of attracting through the physical symbol, and the use of the punctuation mark can be realized through various forms of text arrangement and punctuation. in particular, that use of acronyms, jane, To narrow the word with a word and a new word. is a significant feature of the advertising syntax. for the sake of brevity, The functional words in the text are largely deleted. To make a lot of use in the way of a confession. The characters and artistic charm of the advertisement are infinite. The "overrule" of the voice, the word, the sentence and the various layers also helps the advertisement achieve the prospect The effect is to attract the reader's purpose. The next occurrence is that the advertisement appears to be simple and vivid. They are widely used in the advertising language. In order to prove that the foreground is an effective means to realize the function of advertisement attraction, this paper lists a great deal of By way of illustration, the author follows the following four principles:1) Examples of sources include both domestic and foreign, and advertisements come from various forms, such as radio, television, newspapers, and networks The majority of the examples come from the latest media. This will help. the analysis of the reader, the reader's understanding. (3) The example choice is optional. Only in this way can we ensure that the selected illustration represents the general feature of the advertisement. (4) The example of the advertising trade name, in the case of an example As part of the cultural and creative industry, the advertising industry, as part of the cultural and creative industry, has now become one of the leading industries of social and economic development, advertising The main function of this paper is to attract the function, but the main function is to attract the function. In this paper, from the aspect of the stylistics, the paper discusses the perspective of the prospect in the various aspects of the language through variation and regularity, and through a great deal of examples and certificates.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：H052
本文编号：2492292
[Abstract]:With the advent of the commoditized society, the advertisement is almost non-porous in our society today, and its communication medium is diverse, including newspapers, magazines, television, broadcasting, network and so on. No matter if we're willing, in our daily life, we'll be in touch with a variety of different types of advertising every day. The advertising language is, in particular, as large as the other. Therefore, it is not only able to help the author improve the writing level, but also to help language learners to better understand the content of the advertisements and appreciate their language skills. There are many scholars who have studied the advertising language from different linguistic perspectives, but most of the research focuses on the generalization of the general commonness of the advertising language in terms of vocabulary, syntax and grammar, or in the description of advertising language. The rhetoric means makes the advertising language become a unique one. In this paper, we try to show and resolve the advertising language in a systematic and comprehensive way on the basis of the theory of stylistics. The theory of the prospect is the present style. This paper is a hot topic in the field of science. Summary and discussion. The "Foreground" is an aesthetic term used to refer to a drawing from a drawing The part of the background. The Prague school used the term to describe the 1930s. In the language, the phenomenon of variation in the language is not only due to the variation of the language, but also to those that have not changed, but also to those that have not changed. A prominent language phenomenon. Halliday is the representative of the functionalism. He advocates the analysis of the language from the point of view of the function. He thinks the "Foreground" should be "the driver's projectio." n ". That is, only a language that produces functional variation or regularity in the context can achieve the effect of the future In order to realize its attraction function, the authors write, word, sentence, and the semantic aspects of "trunk>" varia. ". That is, the variation goes deep into the language content from the form of a language, from the language The meaning of the surface layer is deep into the meaning of the inner layer. The writing is to achieve the purpose of attracting through the physical symbol, and the use of the punctuation mark can be realized through various forms of text arrangement and punctuation. in particular, that use of acronyms, jane, To narrow the word with a word and a new word. is a significant feature of the advertising syntax. for the sake of brevity, The functional words in the text are largely deleted. To make a lot of use in the way of a confession. The characters and artistic charm of the advertisement are infinite. The "overrule" of the voice, the word, the sentence and the various layers also helps the advertisement achieve the prospect The effect is to attract the reader's purpose. The next occurrence is that the advertisement appears to be simple and vivid. They are widely used in the advertising language. In order to prove that the foreground is an effective means to realize the function of advertisement attraction, this paper lists a great deal of By way of illustration, the author follows the following four principles:1) Examples of sources include both domestic and foreign, and advertisements come from various forms, such as radio, television, newspapers, and networks The majority of the examples come from the latest media. This will help. the analysis of the reader, the reader's understanding. (3) The example choice is optional. Only in this way can we ensure that the selected illustration represents the general feature of the advertisement. (4) The example of the advertising trade name, in the case of an example As part of the cultural and creative industry, the advertising industry, as part of the cultural and creative industry, has now become one of the leading industries of social and economic development, advertising The main function of this paper is to attract the function, but the main function is to attract the function. In this paper, from the aspect of the stylistics, the paper discusses the perspective of the prospect in the various aspects of the language through variation and regularity, and through a great deal of examples and certificates.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：H052
【引证文献】
相关硕士学位论文 前2条
1 肖海霞;《红字》中前景化语言特征的文体分析[D];中南民族大学;2012年
2 孟艳华;《青年艺术家的肖像》中前景化特征的文体分析[D];青岛大学;2013年
，本文编号：2492292
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