德汉广告牌图文分析

发布时间：2018-03-16 00:34

本文选题：广告牌　切入点：广告效用　出处：《南京大学》2012年硕士论文　论文类型：学位论文

【摘要】：当今世界处于一个经济繁荣发展的时代,经济是当今世界发展的一个重要主题。而广告在经济发展中发挥着非常重要的作用。广告设计者的目的就是希望通过广告语言和图来吸引潜在顾客,向信息接受者传达信息并说服他们购买广告宣传中的商品。正因为要达到这样的广告效用,广告中的语言和图应当呈现出相应的语言特色和图画特色。长期以来广告语言学作为语言学的一个新的研究领域备受关注并不断在深入发展。尤其近几年来广告语言学的发展已不再局限在文字而更多的是和广告图联系起来研究。这样的研究目前局限在杂志广告和电视广告中并处在一个刚开始的阶段。而广告牌广告中的图文研究长期未被语言学家所重视。与其他的广告媒体相比广告牌主要有两个特点：首先是它的受众人数多,目标人群主要是一个城市或者一个城区的居民或者游客,另外它一天24小时都在发挥作用。发生作用时间比其他媒体要长。但是广告牌是户外广告,广告效果会受到很多因素的影响。比如高大的建筑,停靠的车挡住了广告牌,或者距离太远人们无法看清楚广告信息以及行人很少会特意停下来留足时间来看广告牌而导致交际时间过短等等。为了克服这些不利因素达到预期的广告效果,广告牌上的语言和图在设计和使用上呈现出不同于其他媒体所用的语言和图的特点。另外不同国家的文化,心理等因素也对语言和图的选择使用有着重要的影响。因此比较中德两个国家的广告牌的文字与图也能对两个国家文化和民众心理不同之处有所认识。如今在国内外从语言学角度对广告牌的研究还不是很多,因此这是一个比较新的研究领域,有很大的研究潜力。在我的论文中主要分析汉德语广告牌各自图文特点及其关系,并进行比较,找出德汉广告牌语言,图,以及其中隐含的文化特征的区别和相同之处。本篇论文正文分为理论部分,语言分析,图分析,图文关系分析四部分：在理论部分中阐述广告图文分析各自的研究理论,然后通过运用这些理论来分析广告牌中图文特点及其关系。依据广告效用丘阶段中前三个阶段作为语言分析基础,即：吸引注意,传递信息,说服购买。广告牌的语言将分别在这三个效用阶段中从词,句法,修辞等等来分析,探寻广告牌为了实现这些效用在语言中都呈现出什么特点,中德广告牌语言又有什么异同点。紧接着是图的分析。论文将从图的本质,含义以及广告中功能来分析。其中图的功能与广告三个效用也是密切相关的。图的功能与文化的关系也是研究的一个重点。最后一部分是图文关系,主要分析语言和图本质区别,广告中图文交际方面功能异同以及二者在广告牌中的语义关系和量的关系。通过一系列的分析最后发现,广告牌中文字和图为了实现广告效用呈现出了一定的特点。在吸引注意这个效用中广告牌文字类型和修辞手法起到了重要作用。为了实现第二阶段传递信息的作用广告牌中使用频率高的词类分别是名词,形容词和动词,这与其功能有关。而在中德广告牌中这些词类的句法功能又有区别。另外句子长度和句子结构也对传递信息有重要影响。广告牌信息必须在短时间内被接受处理,那么广告牌句子就不能太长,结构也不能太复杂。最后是说服效用。中德广告牌通过对产品的信息说明,或者对厂商的评价以及对信息接受者情感影响来说服信息接受者来购买产品。图一般有三种含义：内涵,外延以及联想义。广告牌中产品图一般都只有内涵义,目的是告诉观察者产品外形。有一些图比如产品商标或者公司标志图一般含有的是外延义。本身没有什么含义,就只有一个象征意义。还有些图除了以上含义还有联想义。这个含义是主观的,因人而异的。广告中的图有三大功能：吸引注意,传递信息,引发情感。其中第三个功能在我看来就是通过另外一种方式的说服功能。而这些功能都是与文化相关的。同一样的图在不同的文化中可能就会传递不同的信息,引发不同的情感。广告牌的图文关系中不是用一个概念就可以总结的,文字和图之间可以存在好几种语义关系。在句法关系即形式关系中德语广告牌大多文字在下图在上,文字偏左,图偏右。而在汉语广告牌中文字多在上,图在下。左右关系同德语广告牌。德语汉语广告牌中图在面积上都是占到绝对优势的。
[Abstract]:The world is in an era of economic prosperity and development, economy is an important subject in the development of the world. While advertising in economic development plays a very important role. The purpose of advertising designers is that through advertising language and image to attract potential customers, to convey information and persuade them to buy advertising of goods to the information because of the recipient. To achieve such advertising effectiveness, advertising language and map should show the corresponding language features and picture characteristics. Long term advertising linguistics as a new research field of linguistics has attracted much attention and constantly in-depth development. Especially in recent years the development of advertising linguistics is no longer limited to words is more advertising and relate research. Such research is currently limited in magazine ads and television advertisements and at the beginning of a stage. Study on graphic billboard advertisement in the long term is not linguists attention. Compared with other advertising media advertising has two main features: the first is the number of its audience, the target population is mainly a city or a city residents or tourists, in addition it 24 hours a day at work. Time longer than other media. But billboards are outdoor advertising, the advertising effect will be affected by many factors. Such as tall buildings, parked vehicles blocked the billboards, or too far away from the people to see advertising information and pedestrians rarely deliberately stopped to see billboards and leave enough time in communication time short and so on. In order to overcome these unfavorable factors to achieve the desired effect of advertising, advertisement language and graph showing different uses in other media language and figure on the design and use The characteristics of the culture of different countries. In addition, has an important influence on psychological factors such as language and graph. Choose to use text and map so billboard two German countries can have a better understanding of the differences between the two countries culture and folk psychology. Now at home and abroad from the perspective of linguistics research on advertising the brand is not a lot, so this is a relatively new research field, has great research potential. In my thesis mainly analyzes Chinese and German advertising their graphic characteristics and relationships, and compared to find out the Chinese advertising language, map, and cultural characteristics of the hidden differences and similarities.
This thesis is divided into the part of theory, linguistic analysis, chart analysis, graphic analysis of the relationship between the four part: elaborate the theory of advertising graphic analysis respectively in theory, and then through the use of these theories to analyze the characteristics and relations of graphic advertising billboards. According to the advertising effect with the first three stages of the five stages as the basis of language analysis: attract attention, transmission of information, persuaded to buy billboards. Language will be respectively in the three stage from the utility of words, syntax, rhetoric and so on to analyze, explore the billboards in order to achieve these effects in the language are shown in the German language what features, billboards and what followed by similarities and differences. Map analysis. This paper from the map of the nature, meaning and advertising function analysis. The functions of advertising and three utility is closely related. The relationship between function and culture is also on the map A key point. The last part is graph and text relationship. It mainly analyzes the difference between language and diagram, the similarities and differences of functions in picture and text communication, and the relationship between the two semantic relations and quantity in advertising board.
Through a series of analysis and finally found the text and image in advertising billboards in order to realize the utility shows certain characteristics. In this utility billboards attract the attention of text type and rhetoric plays an important role. In order to achieve the second stage billboard information transmission in the use of high frequency of lexical category respectively is a noun. Adjective and verb, which is related with its function. In the German advertising billboards and different syntactic functions of these lexical category. In addition, sentence structure and sentence length of transmission of information has an important influence. Billboard information must be in a short period of time to accept the deal, so the billboard sentence is not too long, not too structure complex. Finally convince utility. German billboard through description of product information, or vendor evaluation and influence of information recipient emotion to convince recipients of information to buy. Goods.
Figure has three meanings: connotation, denotation and associative meaning. Billboard products are generally only the connotation, purpose is to tell the observer product appearance. There are some diagrams such as product trademark or company logo figure generally contain is denotation. Itself does not have what meaning, just have a symbolic meaning. Some map in addition to the above meaning. The meaning and associative meaning is subjective, the advertisement in figure It differs from man to man.. There are three major functions: to attract attention, the transmission of information, triggering emotion. Third of them feature in my opinion is through another way of persuasion. These functions are related to culture. The same map in different cultures may convey different information, cause different feelings.
The relationship between text and billboard is not a concept can be summed up, there can be several semantic relations between text and image. In the form of syntactic relations relations in the text are mostly German billboards in the text, left, right. And the text in the chart in billboard in Chinese on the map next. About relations with Chinese and German. German billboard billboard charts in the area are accounted for absolute advantage.

【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J53;H052

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