词概念框架视域下的汽车广告汉语研究

发布时间：2018-08-20 14:28

【摘要】：随着我国汽车工业的飞速发展,作为推销产品、宣扬品牌、传播理念的重要手段的汽车广告语逐渐受到人们的关注。近年来,虽然有学者从语言特点、修辞、语篇分析等角度对其进行了研究,但系统性的认知研究还很罕见。本文以框架语义学和域理论为理论基础,综合运用定性与定量相结合的方法,对从报刊杂志及网络上搜集到的120条汽车广告汉语进行分析,试图探究其生成的认知基础,进而全面归纳其语言特征。具体思路如下：首先,本文基于对汽车的认识以及对语料的分析,拟构出“汽车”概念框架,包括一个基本框架和六个子框架。它呈现出内部关联性、层次性和开放性等特点；接着,通过对语料的辨别、分类和统计发现,汽车广告汉语中被突显的框架元素有多个,其中关于汽车动力性的元素被突显的频率最高。总体来说,那些对于汽车本身很重要、具有区别性以及迎合消费者心理的元素常被突显,且呈现出迎合年轻消费者的趋势。这些被突显的元素包括理性元素和感性元素两类,其凸显方式分为单一突显和复合突显两种；再次,依据语料选取代表性的例子,本文论证得出汽车广告汉语的生成基础是框架内元素的突显；最后,本文从音系,词汇,句法和修辞的角度全面总结了汉语汽车广告的语言特征。
[Abstract]:With the rapid development of automobile industry in China, automobile advertising language, as an important means of promoting products, promoting brands and spreading ideas, has been paid more and more attention. In recent years, although some scholars have studied language characteristics, rhetoric and discourse analysis, systematic cognitive research is still rare. Based on the theory of frame semantics and domain theory, this paper analyzes 120 automobile advertisements collected from newspapers, magazines and the Internet by combining qualitative and quantitative methods, in order to explore the cognitive basis of their generation. And then generalize its language characteristics. The main ideas are as follows: firstly, based on the understanding of the automobile and the analysis of the corpus, this paper constructs a conceptual framework of "automobile", including one basic frame and six sub-frames. It presents the characteristics of internal relevance, hierarchy and openness. Then, through the identification, classification and statistics of the corpus, it is found that there are many prominent frame elements in Chinese for automobile advertising. Among them, the element of automobile power is highlighted the highest frequency. Overall, those elements that are important to the car itself, are differentiated and catered to consumer psychology are often highlighted and tend to appeal to young consumers. These salient elements include rational elements and perceptual elements, which can be divided into two types: single salience and compound salience. Thirdly, the representative examples are selected according to the corpus. This paper argues that the Chinese language of automobile advertising is based on the prominence of elements within the framework. Finally, this paper summarizes the linguistic features of Chinese auto advertising from the perspectives of phonology, vocabulary, syntax and rhetoric.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H152

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