网络广告语言与修辞策略

发布时间：2018-05-24 18:07

本文选题：网络广告 + 语言　；参考：《华侨大学》2012年硕士论文

【摘要】：网络广告是以网络为依托，随着网络的发展新兴的一种广告形式。网络广告语言是一种特殊的语言符号，它通过与视频、声音、图像相结合共同传达网络广告的内在诉求，，用独特的词语架构、多样的修辞方式、新奇创意赢得网民的关注。网络广告语言的修辞主要沿着语言节奏、词汇基本特征、句式与标题、修辞论四个大方向展开，并逐渐成熟、完善、稳定。本文首先对网络广告以及网络广告语言的概念、类别、特征、发展概况等方面进行初步介绍，接着重点剖析网络广告语言中的修辞运用，具体包括修辞理论的阐述、修辞在网络广告中的功用、网络广告语言词法句法语音和修辞等方面的内容，并在文章最后通过案例阐释双关修辞在网络广告语言中的具体运用及本质。
[Abstract]:Network advertising is based on the network, with the development of the network a new form of advertising. Network advertising language is a kind of special language symbol. It communicates the inner appeal of network advertisement through the combination of video, sound and image, and gains the attention of Internet users with unique word structure, various rhetorical methods and novel ideas. The rhetoric of online advertising language is developed along four main directions: language rhythm, basic lexical features, sentence structure and title, rhetoric theory, and gradually matures, perfects and stabilizes. This paper first introduces the concept, category, characteristics and development of network advertising and the language of network advertising, and then analyzes the rhetorical application of network advertising language, including the elaboration of rhetoric theory. The function of rhetoric in network advertising, the lexical, syntactic and rhetorical aspects of network advertising language, etc. At the end of this paper, the concrete application and essence of pun rhetoric in network advertising language are explained through case studies.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H15

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