韩中广告语言修辞的对比研究

发布时间：2018-11-07 17:11

【摘要】：在日常生活中广告随时随地都会出现在我们的视线中,广告的目的就是让消费者购买商品。为了达到这个目的,在广告中会使用多种修辞手法,原因在于修辞手法可以使广告更加生动、形象,以引起消费者的购买兴趣。本文就是通过分析韩中两国广告语言中使用的修辞手法,寻找出两国广告语言修辞手法的相同点和不同点。希望本文的研究结果能在韩语和汉语的学习中给予帮助。本文一共收集了两百篇广告,其中韩国的广告一百篇,中国的广告一百篇。在所收集的资料基础上,根据对比语言学的理论分析了两国在广告语言中修辞手法的相同点和不同点。本文由四部分构成,具体内容如下：第一部分主要介绍研究的目的、先行研究、研究范围和方法以及说明本文资料选定的范围。第二部分主要从广告的起源和概念、广告语言的定义和特征、以及韩国和中国修辞的概念和分类进行了详细的介绍。第三部分是从词汇和句子两方面对韩国和中国广告语言修辞进行了对比。在词汇上,介绍了三种修辞手法,比喻法、夸张法、拟人法以及三种修辞手法的相同点和不同点。在句子上,介绍了三种修辞手法,反复法、引用法、省略法以及三种修辞手法的相同点和不同点。最后介绍了广告语言中常用的其他修辞手法,押韵法、拟声／拟态法,同音异意法、省略法以及四种修辞手法的相同点和不同点。广告中通过收集两国广告语言中使用的修辞所占比率进行了计算和详细的分析,找出韩语和汉语在语言方面、韩国和中国在传统文化方面的相同点和不同点。第四部分是通过对前面所叙述的内容进行分析,得出韩中广告语言修辞的相同和不同之处,并指出了文中的不足,以及今后的努力方向。本文通过对收集的资料和理论知识的结合,分析了韩中广告语言修辞的相同和不同之处,希望对韩中广告语言修辞的学习有所帮助。
[Abstract]:In our daily life, advertising will appear at any time, anywhere in our sight, the purpose of advertising is to let consumers buy goods. In order to achieve this goal, a variety of rhetorical devices will be used in advertising, because rhetoric can make advertisements more vivid and vivid, so as to arouse consumers' interest in buying. By analyzing the rhetorical devices used in the advertising languages of Korea and China, this paper finds out the similarities and differences between the rhetoric devices of the advertising languages of the two countries. It is hoped that the results of this study will be helpful in the study of Korean and Chinese. A total of 200 advertisements have been collected in this paper, including 100 advertisements in Korea and 100 advertisements in China. Based on the collected data, this paper analyzes the similarities and differences of rhetorical devices in advertising language between the two countries according to the theory of contrastive linguistics. This paper is composed of four parts. The main contents are as follows: the first part mainly introduces the purpose of the study, the first part, the scope and methods of the research and the scope of the selected data of this paper. The second part mainly introduces the origin and concept of advertising, the definition and characteristics of advertising language, as well as the concept and classification of rhetoric in Korea and China. The third part contrasts the rhetoric of Korean and Chinese advertising language in terms of vocabulary and sentence. In terms of vocabulary, this paper introduces the similarities and differences among the three rhetorical devices, figurative, hyperbole, personification and three rhetorical devices. In the sentence, it introduces the similarities and differences among the three rhetorical devices, repetition, citation, ellipsis and three rhetorical devices. Finally, this paper introduces other rhetorical devices commonly used in advertising language, such as rhyming, onomatopoeia / mimicry, homonym and meaning difference, ellipsis, and the similarities and differences among the four rhetorical devices. By collecting the proportion of rhetoric used in the advertising language of the two countries, the author makes a calculation and detailed analysis to find out the similarities and differences between Korean and Chinese in terms of language and traditional culture of Korea and China. The fourth part is to analyze the contents described above and draw the similarities and differences between Korean and Chinese advertising language rhetoric, and point out the shortcomings of the text and the direction of future efforts. Through the combination of the collected data and theoretical knowledge, this paper analyzes the similarities and differences between Korean and Chinese advertising language rhetoric, hoping to help the study of Korean and Chinese advertising language rhetoric.
【学位授予单位】：延边大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：H15;H55

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