知名品牌广告语的文化研究

发布时间：2018-04-25 13:08

本文选题：语言 + 文化　；参考：《西安外国语大学》2013年硕士论文

【摘要】：广告语是一种语言方式，它不但具有语言的全部要素，而且在语音、词汇、修辞等语言要素上有自己的特点。运用在经济领域的广告语，不仅是一种语言，还是社会、历史、民俗、观念、道德、思维、物质等文化的综合体现。但是，，以往的研究都是单一的研究语言或者单一的研究商业价值，很少涉及文化的内容。知名品牌的广告语是广告语中的典范，它的语言特点更加鲜明，蕴含的文化更加丰富。这些经典广告语对于研究、探索广告语的文化内涵有重要的参考和指导意义。文章从文化语言学的角度对知名品牌广告语的文化内涵进行深入全面的剖析。采用文化参照法、阐释法、综合应用学科交叉研究法等方法对收集到的109条知名品牌广告语，进行语言、文化的分析，一共分为四部分：第一部分，在简要阐述广告文化内涵的基础上，更明确的划定了本文的研究对象—知名品牌广告语。第二部分从语音特点、词汇特点、修辞特点三个方面对知名品牌广告语的语言特点进行了细致深入的剖析，清晰地展现了知名品牌广告语常用的语音形式、词汇类型和修辞。第三部分从传统文化和现代文化两个部分对知名品牌广告语的文化进行剖析，其中传统文化又从物质文化和精神文化两方面阐述。集中分析了时令食俗、酒文化、茶文化等饮食文化；从中华立领和旗袍等角度分析服饰文化。精神文化涵盖了儒家、道家、佛教、道教、墨家等思想文化，此外还有民族性格、吉祥文化、爱国主义、家文化等其他传统文化，以及体现出的审美情趣和认知方式。第四部分从强加式消费、物质化的孝道、封建皇权和官本位思想复燃等方面解析广告语对文化的曲解。以知名品牌广告语为研究对象，通过对广告语言的构成和语言文化的分析，让人们了解广告语言的特点，进而对广告语言有一个新的认识和理解，希望帮助广告人找到文化与商业效果的最佳结合点创作出更多经典的广告语。
[Abstract]:Advertising language is a kind of language. It not only has all the elements of language, but also has its own characteristics in speech, vocabulary, rhetoric and other language elements. The advertising language used in the economic field is not only a language, but also a comprehensive embodiment of society, history, folklore, ideas, morality, thinking, material and other cultures. However, previous studies have focused on a single language or a single study of commercial value, rarely involving cultural content. The advertisement language of famous brand is the model of advertisement language, its language characteristic is more distinct, the culture is richer. These classical advertising words have important reference and guidance significance for studying and exploring the cultural connotation of advertising language. From the perspective of cultural linguistics, this paper makes a thorough and comprehensive analysis of the cultural connotation of famous brand advertising language. By using the method of cultural reference, interpretation and comprehensive application of interdisciplinary research, the author analyzes the language and culture of 109 famous brand advertisements, which are divided into four parts: The first part, on the basis of briefly expounding the connotation of advertising culture, defines the research object of this paper-famous brand advertising language more clearly. The second part analyzes the language characteristics of famous brand advertising language from three aspects: phonological characteristics, lexical features and rhetoric characteristics, and clearly shows the common phonological forms, vocabulary types and rhetoric of famous brand advertising language. The third part analyzes the culture of famous brand advertising language from the two parts of traditional culture and modern culture, in which traditional culture is elaborated from two aspects of material culture and spiritual culture. This paper focuses on the analysis of seasonal food culture, wine culture, tea culture and other food culture, and analyzes the dress culture from the Chinese collar and cheongsam. Spiritual culture includes Confucianism, Taoism, Buddhism, Taoism, Mohism, and other traditional cultures, such as national character, auspicious culture, patriotism, home culture, etc. The fourth part analyzes the cultural misinterpretation of advertising language from the aspects of forced consumption, materialized filial piety, feudal imperial power and the revival of official standard thought. Taking the well-known brand advertising language as the research object, through the analysis of the composition of advertising language and language culture, let people understand the characteristics of advertising language, and then have a new understanding and understanding of advertising language. Hope to help advertisers find the best combination of cultural and commercial effects to create more classic advertising language.
【学位授予单位】：西安外国语大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H15

【参考文献】