社会语言学视角下的中国体育品牌广告语研究

发布时间：2018-06-25 07:50

本文选题：中国体育品牌广告语 + 社会语言学　；参考：《西安外国语大学》2013年硕士论文

【摘要】：广告语作为一种商业语体而存在于当代社会消费生活中，其最根本的目的是劝说顾客进行消费,因此其语言特点也受这样的目的性而影响，成为区别于其他语言形式的语言。在语言学范畴内有较大的研究价值。前人对于广告语的研究大多停留在传统结构主义语言学的角度，从广告语的选词、词义、句型、文化学意义等层面进行分析,并且对广告语的形式特点作了细致全面的描述和总结，取得了丰硕的成果。广告语作为社会的产物，为了突出其社会性的特点，不可避免的受社会各种因素的影响和制约。因此本文试图以社会语言学为探索视角，分析社会各因素对我国体育品牌广告语的影响。最终发现，行业特征、时代特征以及消费者的性别、年龄等因素都会对体育品牌广告语有影响。这些广告语的不断发展变化是国内外两种因素共同影响的结果，且会受到广告原则的制约作用。而在不断的发展变化中，，这些广告语在选词、词义、句类以及所蕴含的文化内涵等方面表现出了诸多特征。通过对中国体育品牌广告语进行上述的分析以及与国外品牌广告语的对比，笔者总结出我国体育品牌广告语存在的一些问题及主要原因。本文主要由五个部分组成，第一章主要就广告语及体育品牌广告语、前人的研究综述、本文的研究意义、语料来源、研究内容和方法等作了全面的交代，以此来作为本文参照和研究的基础。第二章首先对社会语言学方法论作了概述，并利用语料从社会语言学角度对影响体育品牌广告语的各社会因素作深入分析。第三章主要论述国内外两种因素对体育品牌广告语的发展变化所起到的作用。第四章主要分析在社会各因素的影响下，我国体育品牌广告语自身形成的形式特点和文化学特征。第五章也就是本文的最后一部分，主要对我国体育品牌广告语存在的问题及原因进行剖析。结论部分指出文章的不足之处及发展前景。
[Abstract]:Advertising language, as a business style, exists in the contemporary social consumption life, its most fundamental purpose is to persuade customers to consume, so its language characteristics are influenced by such purpose and become different from other language forms. It has great research value in the field of linguistics. Most of the previous studies of advertising language remain in the perspective of traditional structuralist linguistics, from the aspects of word selection, word meaning, sentence structure, cultural meaning and so on. The formal characteristics of advertising language have been described and summarized, and fruitful results have been achieved. As a product of society, advertising language is inevitably influenced and restricted by various social factors in order to highlight its social characteristics. Therefore, this paper tries to analyze the influence of social factors on sports brand advertising in China from the perspective of sociolinguistics. Finally, it is found that industry characteristics, age, age and age influence the advertising language of sports brand. The continuous development of these advertising words is the result of two factors both at home and abroad, and will be restricted by advertising principles. In the constant development and change, these advertising words in the choice of words, word meaning, sentence types and cultural connotations, and so on have shown a lot of characteristics. Through the above analysis of Chinese sports brand advertising language and the comparison with foreign brand advertising language, the author summarizes some problems and main reasons of sports brand advertising language in China. This paper is composed of five parts. The first chapter gives a comprehensive account of the advertising language and sports brand advertising language, the research significance of this paper, the source of the corpus, the contents and methods of the research, etc. This is the basis of reference and research in this paper. In the second chapter, the methodology of sociolinguistics is summarized, and the social factors that affect the advertising language of sports brand are analyzed from the perspective of sociolinguistics. The third chapter mainly discusses the effect of two factors at home and abroad on the development and change of sports brand advertising language. The fourth chapter mainly analyzes the formal and cultural characteristics of sports brand advertising language in China under the influence of various social factors. The fifth chapter is the last part of this paper, mainly analyzes the problems and causes of sports brand advertising in China. The conclusion part points out the deficiency and development prospect of the article.
【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】：H136

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