中德广告口号语用对比

发布时间：2018-10-29 19:02

【摘要】：广告语言是有别于日常用语的特殊语言。在广告的组成部分中，广告口号是受众接受商品信息的最直接载体，因为广告文本（指标题、正文和图片）为了适应不同刊载平台和读者，，会经常变更，而广告口号因其短小精炼的结构得以保留并长期使用。因此广告口号为了达到脍炙人口的效果，往往采取不同的语言策略。本文选取德汉两种语言的广告口号为研究对象，运用语用学的理论，对德汉广告口号进行对比，并分析对比过程中德汉广告口号异同点产生的原因。阅读和使用广告语言，不可单纯从字面意义上进行理解，而是应该结合语境、商品信息等多方因素进行分析。本文运用语用学中的人称指示语和会话合作原则对德汉广告口号进行对比。本文开篇先介绍了广告口号在语言学层面的研究现状。第二章介绍了广告语言以及广告的组成部分，重点介绍广告口号的特点。第三章介绍语言学分析广告口号的各个层面，从语音学、词法到句法等。在传统语言学研究中，德汉广告口号并无太大差异，故本文采用语用学理论进行研究。第四章分别从人称指示和会话合作原则两个方面，对两种语言的广告口号加以对比；之后运用语用学中的礼貌原则和礼貌策略就在对比过程中产生的异同点加以分析。第五章是对全文的总结，强调了德汉广告口号语用对比的异同点以及产生原因，德汉广告口号对比在今后研究中的其他可行性。
[Abstract]:Advertising language is a special language different from everyday language. Among the components of the advertisement, the slogan is the most direct carrier for the audience to receive the commodity information, because the text of the advertisement (referring to the title, the text and the picture) changes frequently in order to adapt to different publishing platforms and readers. And advertising slogans because of its short and refined structure can be preserved and long-term use. Therefore, advertising slogans in order to achieve a popular effect, often take different language strategies. This paper selects the advertising slogans of German and Chinese languages as the research object, applies the theory of pragmatics, compares the advertising slogans of German and Chinese, and analyzes the reasons for the similarities and differences of advertising slogans in the process of comparison. Reading and using advertising language should not be understood in literal sense, but should be analyzed with context, commodity information and other factors. This paper contrasts German and Chinese advertising slogans with personal deixis and conversational cooperation principles in pragmatics. This paper begins with a brief introduction to the present situation of advertising slogans at the linguistic level. The second chapter introduces the advertising language and advertising components, focusing on the characteristics of advertising slogans. The third chapter introduces the linguistic analysis of advertising slogans at all levels, from phonetics, lexical to syntactic. There is no great difference between German and Chinese advertising slogans in traditional linguistic studies. Chapter four compares the advertising slogans of the two languages from the aspects of personal deixis and conversational cooperation principles, and then analyzes the similarities and differences in the process of comparison by using the politeness principle and politeness strategy in pragmatics. The fifth chapter is a summary of the full text, emphasizing the similarities and differences of the pragmatic contrast of advertising slogans in German and Chinese, as well as the causes, and other feasibility of the comparison of advertising slogans in German and Chinese in the future.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H15;H33

【相似文献】