房地产广告文本的语用研究

发布时间：2018-06-04 07:53

本文选题：房地产 + 广告　；参考：《哈尔滨师范大学》2013年硕士论文

【摘要】：房地产广告作为宣传房地产商品的重要工具,语言是其重要组成部分,是与受众沟通的主要载体。本文以《广州日报》《新民晚报》《北京青年报》《生活报》等为主要文本，研究房地产广告如何才能吸引受众的注意从而促进销售。本文共分为四个章节: 首先，介绍论文的研究现状、研究对象和研究方法,并对广告语言的定义进行说明。并对房地产广告文本的语言要素进行分类并总结，把房地产广告文本进行分类。其次，从语用学的角度对房地产广告的标语进行研究。分别从语言搭配、句式选择、语用策略进行研究。再次，研究房地产广告正文的语篇结构与连贯方式。分别研究了正文开头的结构、正文结尾的结构及正文的语篇模式。同时运用语篇衔接理论对房地产广告语篇内部的衔接特点进行分析。最后，立足于当代修辞学的“零度偏离理论”提出对广告文本提出规范化建议，希望为房地产广告语的健康发展有所助益。总之，本文从多个角度对房地产广告文本的语用进行了分析描写，希望有助于深化受众对房地产广告的认识和理解，同时也希望能对房地产广告制作者给予有益的创作提示。
[Abstract]:As an important tool for publicizing real estate goods, language is an important part and the main carrier of communication with the audience. Taking "Guangzhou Daily" Xinmin Evening News "Beijing Youth Daily" and "Life Daily" as the main text, this paper studies how real estate advertisements can attract the attention of the audience and promote sales. This paper is divided into four chapters: Firstly, this paper introduces the research status, research object and research methods, and explains the definition of advertising language. And classifies and summarizes the language elements of the real estate advertisement text, classifies the real estate advertisement text. Secondly, from the perspective of pragmatics, the real estate advertising slogan is studied. Language collocation, sentence choice and pragmatic strategies are studied respectively. Thirdly, the text structure and coherence of the text of real estate advertisement are studied. The structure of the beginning of the text, the structure of the end of the text and the discourse pattern of the text are studied respectively. At the same time, the text cohesion theory is used to analyze the cohesive characteristics of real estate advertising discourse. Finally, based on the theory of "zero deviation" in contemporary rhetoric, the author puts forward some suggestions on the standardization of advertising text, hoping to help the healthy development of advertising language in real estate. In a word, this paper analyzes and describes the pragmatics of the real estate advertisement text from several angles, hoping to help the audience to deepen the understanding and understanding of the real estate advertisement, and at the same time, to give useful creative tips to the real estate advertisement maker.
【学位授予单位】：哈尔滨师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H136;H15

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