牛奶广告语言的名词谱系研究

发布时间：2018-04-01 20:30

本文选题：广告语言　切入点：名词　出处：《广州大学》2014年硕士论文

【摘要】：随着人们生活水平的不断提高，健康饮食也越来越受到人们的关注。牛奶及含牛奶的饮料等饮品在中国市场上畅销起来，受到了广大消费者们的青睐。与此同时，丰富多样的牛奶广告也逐渐涌入人们的生活当中。然而，由于商品的同质性在某种程度上随着时间推移而不断加强，牛奶广告主在广告中的突显差异性和独特性也就成为必然了。牛奶的广告语言作为消费者了解商品信息的重要途径之一，，通过不同的词类承载了牛奶的产品特征信息。名词作为广告语言中出现频率较高的一类词，自然而然也就容易受到学者们的关注。就当下来看，基于牛奶广告语言的名词研究不多，不成系统。本文以牛奶广告语言中的名词为研究对象，采用统计法、分析法、归纳法、问卷调查法等方法，试图构建一个具有参考价值的牛奶广告语言的名词谱系。主要内容如下：第一章是全文的概述，进行了总的介绍。第二章不仅对名词词种分类做出探讨，还分析了消费者对不同词种的反馈。第三章主要对名词与广告宣传技巧及广告诉求点之间的关系作出分析。第四章则从广告语言配值的角度对名词配值进行探索，并通过个案分析来具体说明广告语言的发展战略。第五章总结了全文的结论并指出不足之处，同时也对今后做出展望。本文的主要结论是建立了牛奶广告语言的名词谱系，同时证实了名词在牛奶广告宣传和诉求中的重要地位和配值价值。本文的广告语言研究属于广告语谱系研究下的一个分支，希望本论文的研究成果能从语言学的角度给牛奶广告语言的创作与设计带来一些启发。
[Abstract]:As people's living standards continue to improve, healthy eating is getting more and more attention. Drinks such as milk and drinks containing milk have become popular in the Chinese market and have been favored by the vast number of consumers. The rich and diverse advertising of milk has also gradually poured into people's lives. However, because the homogeneity of goods has to some extent increased over time, The difference and uniqueness of milk advertisers in advertising will become inevitable. The advertising language of milk, as one of the important ways for consumers to understand the information of commodities, carries the product characteristic information of milk through different parts of speech. Naturally, it is easy to get the attention of scholars. At present, the study of noun based on milk advertising language is few and not systematic. This paper takes the noun in milk advertising language as the research object, using statistical method, analysis method, inductive method. The main contents are as follows: the first chapter is an overview of the full text, which is a general introduction. The second chapter not only discusses the classification of noun categories. The third chapter mainly analyzes the relationship between noun and advertising skills and advertising demand points. Chapter four explores the noun value from the angle of advertising language value. The fifth chapter summarizes the conclusions of the paper and points out the shortcomings, and also makes a prospect for the future. The main conclusion of this paper is to establish the noun genealogy of milk advertising language. At the same time, it confirms the important position and value of nouns in milk advertising. The study of advertising language in this paper is a branch of the study of advertising language genealogy. It is hoped that the research results of this thesis can bring some inspiration to the creation and design of milk advertising language from the perspective of linguistics.
【学位授予单位】：广州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：H136

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