2012年《中国旅游报》旅游广告标题的语言研究
发布时间：2019-03-20 20:42
【摘要】：广告标题是标题研究的重要对象,然而长久以来学界对标题语言的研究多集中于新闻语体,对广告语体的探讨则较少。本文以2012年《中国旅游报》的旅游广告标题为研究对象,在建立标题语料库的基础上,通过定量统计、定性分析与对比研究的方法,对旅游广告标题的整体语言特征进行了较全面的描写。此外,本文还结合广告标题的四大功能,对其特征的成因与功效展开了阐述,以期更好地了解旅游广告标题的整体语言面貌,为标题创作提供有益的参考,同时对标题语言的研究起到一定的补充作用。 论文共分四大部分。第一部分即第一章,主要论述本文选题的依据、目的、意义,分析了标题研究的现状,介绍了研究对象及研究方法。 第二部分是本文的主体和重点,包括第二、三、四、五章,对旅游广告标题的语言本体特征进行了考察。第二章描写的是其语音特征：语音长度上,7—12音节的标题最为常见,因其兼顾了信息量与简洁性的要求；语音节奏上,节拍群和音步组合的多样性使节奏更加灵活,而音步及其组合的重复性使得节奏更加整齐。第三章描写的是其用词特征：高频动词与形容词体现了消费者的普遍需求,低频词和词类活用的大量存在使得标题更加新颖、简洁、美观。第四章概括的是其语法特征：一级目的地标题和二级标题的指称性鲜明,因其体词性标题多于谓词性标题；复指结构因能多方位地表现和强调主题而使用广泛；省略句作为常用句式能使标题更加简洁明快。第五章概述了其修辞特征：对偶、排比、比喻、比拟和借代是使用最多的辞格；一级标题更注重吸引受众,因而其辞格使用比例远高于二级标题。 第三部分即第六章,该章对旅游广告标题的文化影响功能进行了分析,概括了其发挥影响的三个主要途径：传播文化知识、倡导生活方式和培养审美情趣。 第四部分即第七章,对全文进行总结,并指出研究的不足。
[Abstract]:Advertising title is an important object of title research. However, the academic research on headline language has focused on news style for a long time, but less on advertising style. This paper takes the title of Chinese Tourism Journal 2012 as the research object, on the basis of establishing title corpus, through quantitative statistics, qualitative analysis and contrastive research method, This paper gives a comprehensive description of the overall language features of the title of tourism advertisements. In addition, combined with the four functions of the advertising title, this paper expounds the causes and effects of its characteristics, in order to better understand the overall language features of the title of tourism advertisements, and provide useful references for the creation of the title. At the same time, it plays a supplementary role in the research of title language. The thesis is divided into four parts. The first part is the first chapter, which mainly discusses the basis, purpose and significance of the topic selection, analyzes the status quo of title research, and introduces the research object and research method. The second part is the main body and focus of this paper, including the second, third, fourth and fifth chapters, to explore the language ontology characteristics of tourism advertising titles. The second chapter describes its phonological features: in the length of the pronunciation, the title of 7-12 syllables is the most common, because it takes into account the requirements of information and simplicity; In terms of phonological rhythm, the diversity of metronome group and pace combination makes the rhythm more flexible, while the repetition of phonetics and their combination makes the rhythm more regular. The third chapter describes the features of its usage: high-frequency verbs and adjectives reflect the general needs of consumers, low-frequency words and parts of speech make the title more novel, concise, and beautiful because of the existence of a large number of low-frequency words and parts of speech. The fourth chapter summarizes its grammatical features: the first-class destination title and the second-level title have distinct referential characteristics, because of the fact that the corpus title is more than the predicate title, the compound-referential structure is widely used because of its multi-directional representation and emphasis on the subject. Skimming as a common sentence pattern can make the title more concise and lively. The fifth chapter summarizes its rhetorical features: duality, parallelism, metaphor, analogy and metonymy are the most used figures of speech; first-level titles pay more attention to attracting the audience, so the proportion of use of figures of speech is much higher than that of secondary titles. The third part is the sixth chapter, which analyzes the cultural influence function of the title of tourism advertisement, and generalizes the three main ways to exert its influence: spreading cultural knowledge, advocating life style and cultivating aesthetic taste. The fourth part, the seventh chapter, summarizes the full text and points out the deficiency of the research.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：H15
本文编号：2444612
[Abstract]:Advertising title is an important object of title research. However, the academic research on headline language has focused on news style for a long time, but less on advertising style. This paper takes the title of Chinese Tourism Journal 2012 as the research object, on the basis of establishing title corpus, through quantitative statistics, qualitative analysis and contrastive research method, This paper gives a comprehensive description of the overall language features of the title of tourism advertisements. In addition, combined with the four functions of the advertising title, this paper expounds the causes and effects of its characteristics, in order to better understand the overall language features of the title of tourism advertisements, and provide useful references for the creation of the title. At the same time, it plays a supplementary role in the research of title language. The thesis is divided into four parts. The first part is the first chapter, which mainly discusses the basis, purpose and significance of the topic selection, analyzes the status quo of title research, and introduces the research object and research method. The second part is the main body and focus of this paper, including the second, third, fourth and fifth chapters, to explore the language ontology characteristics of tourism advertising titles. The second chapter describes its phonological features: in the length of the pronunciation, the title of 7-12 syllables is the most common, because it takes into account the requirements of information and simplicity; In terms of phonological rhythm, the diversity of metronome group and pace combination makes the rhythm more flexible, while the repetition of phonetics and their combination makes the rhythm more regular. The third chapter describes the features of its usage: high-frequency verbs and adjectives reflect the general needs of consumers, low-frequency words and parts of speech make the title more novel, concise, and beautiful because of the existence of a large number of low-frequency words and parts of speech. The fourth chapter summarizes its grammatical features: the first-class destination title and the second-level title have distinct referential characteristics, because of the fact that the corpus title is more than the predicate title, the compound-referential structure is widely used because of its multi-directional representation and emphasis on the subject. Skimming as a common sentence pattern can make the title more concise and lively. The fifth chapter summarizes its rhetorical features: duality, parallelism, metaphor, analogy and metonymy are the most used figures of speech; first-level titles pay more attention to attracting the audience, so the proportion of use of figures of speech is much higher than that of secondary titles. The third part is the sixth chapter, which analyzes the cultural influence function of the title of tourism advertisement, and generalizes the three main ways to exert its influence: spreading cultural knowledge, advocating life style and cultivating aesthetic taste. The fourth part, the seventh chapter, summarizes the full text and points out the deficiency of the research.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：H15
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