商品广告语模糊性研究

发布时间：2018-01-06 23:14

本文关键词：商品广告语模糊性研究　出处：《华中师范大学》2014年硕士论文　论文类型：学位论文

【摘要】：广告作为信息传播的媒介,一直以来受到广泛重视。广告语言作为广告信息的重要载体,在语言学和广告学两个领域都建立了广泛深刻的研究基础。语言学领域对广告语言的研究针对广告语言的本体研究；广告学范畴的广告语言研究主要从广告策划入手,分析广告语言的传播力度和效度。本文从语言模糊性角度入手,使用综合和分析法的研究方法,研究广告模糊语的构建方式、形成原因、以及在实际广告语言创作中使用情境,最后在此基础上分析广告中模糊语言对消费者消费行为影响。本文主要分为三个部分：首先,考察广告模糊语的构建方式。分别从商品广告语言的模糊词汇、句子模糊性、以及语篇模糊性分析入手,对商品广告语言中模糊的概况做出分析。词汇层面,考察了,广告中的模糊限制语、数量词语的模糊性以及时间词语的模糊性。句子层面,分别从单句和复句角度考察了广告中模糊省略句,以及模糊疑问句的使用情况。语篇层面,考察分析了广告中模糊语篇的形式特点和语篇模糊意义的生成。其次,考察商品广告模糊语的形成原因。分别从语言本质属性、广告语言自身特质、以及认知心理因素分析广告模糊形成的原因。最后,考察商品广告模糊语使用情境以及商品广告中模糊语言使用对消费者消费行为的提升功能。本文基于语言具有模糊性这一理论基础,研究广告语言的模糊性,以期探究广告语言特点,起到抛砖引玉的作用。
[Abstract]:As the medium of information dissemination, advertising has been widely paid attention to. Advertising language as an important carrier of advertising information. Extensive and profound research foundation has been established in the fields of linguistics and advertising. The study of advertising language in the field of linguistics focuses on the ontology of advertising language; The study of advertising language in the field of advertising mainly starts with advertising planning and analyzes the communication strength and validity of advertising language. This paper starts with the perspective of language fuzziness and uses the research method of comprehensive and analytical method. This paper studies the way of construction of advertising vague language, the reasons for its formation, and the use of situation in the actual advertising language creation. Finally, it analyzes the influence of vague language in advertising on consumer consumption behavior. This paper is divided into three parts: First of all, this paper investigates the construction of advertising fuzziness, starting with the analysis of vague vocabulary, sentence fuzziness and textual fuzziness of commodity advertising language. This paper makes an analysis of the general situation of vagueness in commodity advertising language. At the lexical level, it examines the hedges in advertising, the fuzziness of quantitative words, the fuzziness of temporal words, and the sentence level. From the perspective of single sentence and complex sentence, this paper examines the use of vague ellipsis and fuzzy interrogative sentence in advertising, and analyzes the formal characteristics of fuzzy discourse and the formation of fuzzy meaning in text. Secondly, the causes of the formation of commodity advertising vagueness are investigated, and the reasons of the formation of advertising vagueness are analyzed from the perspective of the essential attributes of language, the characteristics of advertising language and the cognitive psychological factors. Finally, this paper examines the usage of vague language in commodity advertising and the function of the use of vague language in commodity advertising to enhance consumer consumer behavior. This paper is based on the theory of fuzziness in language. This paper studies the fuzziness of advertising language in order to explore the characteristics of advertising language.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：H136

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