“泛禁忌化”网络广告语的社会语言学研究

发布时间：2018-02-12 16:44

本文关键词： “泛禁忌化” 网络广告语非直接性消费的“风格化”　出处：《华东师范大学》2017年硕士论文　论文类型：学位论文

【摘要】：在社会语言应用中,语言禁忌是一个非常重要的话题。因为语言禁忌时常给人带来强烈的不道德感和不适感,所以在公众场合人们甚少使用,避免触碰语言禁忌。如今,随着现代互联网技术的迅速发展,网络购物应运而生。与此直接相关的网络广告也被越来越多的广告商竞相追逐,市场规模逐渐扩大。"淘宝"、"京东"、"苏宁"等电商迅猛崛起,更让这场网络广告大战陷入白热化。在这几年的发展中,网络广告不断涌现出新的广告形式,同时也出现了新的问题。我们发现,网络广告中的禁忌语似乎已经褪去了过去令人敬畏和恐惧的面纱,开始在大众视野中大行其道。本文就以此现象为核心,以网络广告为基本研究对象,并且以网络电商"双十一"广告为一个典型的案例,探讨其中所反映的语言问题与及其相关的社会现实。语言禁忌在网络广告中的脱敏具体有两种表现形式,一是商家在广告中不规避语言禁忌,直接使用禁忌语的现象,我们称之为"去禁忌化";二是商家在广告中有意地规避了语言禁忌,不直接使用禁忌语,通过其他修辞手法曲折地利用语言禁忌的现象,我们称之为"触禁忌化"。由于这两种现象都与语言禁忌有关,所以本文将这两种表现形式合称为广告语言的"泛禁忌化"。我们先从语言本体的角度出发,分析了"泛禁忌化"广告最大的特征——"非直接性"的形成原因。所谓"非直接性"是指广告没有对产品本身的质量、特点以及性能的直接描述,广告中关于商品直接的实用信息实质上是缺失和淡化的。也就是说,在广告中"广告附体"超越了"广告受体"。无论是"去禁忌化"广告还是"触禁忌化"广告都体现了这一特点,我们更多看到的是广告所表现出来的叛逆、另类与新潮的精神价值。其次,我们从语言的外部因素出发,探寻此类现象出现的原因。通过网络数据分析和社会调查研究,确定了 "泛禁忌化"广告的目标受众是收入中等的"白领职业青年"以及正在接受中高等教育的学生。由于他们有着共同的语言态度,因此在网上形成了一个特定的言语社区。为了获得这类消费者的情感认同,广告商借助语言禁忌来迎合他们,由此来吸引消费者进行消费。然而,由于广告商忽视了语言规范在整个语言文明中根深蒂固的影响力和约束力,"去禁忌化"的广告对语言禁忌的打破过于彻底和直接,使得"去禁忌化"广告的接受度远远低于"触禁忌化"广告。接着,我们围绕"泛禁忌化"广告的"非直接性"这一重要特征展开社会认知调查,确定了在消费者对这类广告的认知过程中,接收到的并非有关商品的实质信息,而是语言禁忌所传递的代表个人身份的符号信息。语言禁忌身上有着消费者所熟悉和偏好的语言风格,借此广告商不断强化这一言语社区的成员在网络消费中的主体地位,由此鼓励他们消费,消费成为了一场彰显个人风格与身份的盛宴。本文将这种通过在广告中解放语言禁忌来吸引消费者,从而形成一种符号化消费热潮的现象,称之为"消费的风格化"。最后,我们尝试对这种现象进行文化透视,发现"泛禁忌化"广告其实是后现代社会文化的一个缩影,它的身上带有后现代文化特有的狂欢化和亚文化色彩,代表了被边缘化的草根文明向中心传统文明的抵抗。但是,随着商业对此类风格语言的全盘利用,导致了 "泛禁忌化"风格原有的对时代的深切体验以及抵抗精神的丢失,由亚文化开始向"负文化"倾斜。
[Abstract]:In the application of social language, language taboo is a very important topic. Because the language taboo often brings a strong sense of morality and no discomfort to people, so people have little use in public places, avoid touching the taboo language. Nowadays, with the rapid development of modern Internet technology, online shopping is directly related with this came into being. The Internet advertising has been more and more advertisers to chase, gradually expand the size of the market. "Taobao", "Jingdong", "Su Ning" and other electricity providers rises rapidly, more let the network advertisement war into intense. In the past few years the development of Internet advertising, the emerging new forms of advertising, at the same time there is also a new problem. We found that online advertising taboo in the past seems to have faded awe and fear of the veil, began to be popular in the public view. This article takes this phenomenon as the core, in the network Network advertisement as the basic research object, and the network business "double eleven" advertising is a typical case, to explore the problems of language which reflects the related social reality. The language taboo desensitization in network advertisement in two specific forms, one is the business do not circumvent taboo language in advertising, direct the use of taboo phenomenon, we call "to taboo"; two is the advertiser deliberately circumvent the taboo language does not directly use the taboo, tortuous use of language taboo phenomenon through other rhetorical devices, called "touch taboo". Because of these two phenomena are related with language taboos, so this paper will this two kinds of forms of advertising language are collectively referred to as the "Pan taboo". We first start from the perspective of ontology languages, analyzes the causes of "Pan taboo" advertising the biggest "non direct". The so-called "non direct" refers to the quality of the product itself without advertising, direct description of features and performance, on the practical information on the goods is substantial direct loss and dilution. That is to say in advertising, in advertising in the advertising of "beyond the" advertising receptor ". The" taboo "advertising or" touch taboo "advertising reflects this characteristic, we see more ads shown offbeat and trendy rebellious, spiritual values. Secondly, we start from the external factors of language, exploring such phenomenon causes. Through research and analysis and social survey data, determine the" Pan taboo "advertising target audience is" middle-income white-collar youth occupation "and students are receiving higher education. Because they have a common language attitude, thus forming a particular speech community on the Internet to. To obtain the consumer emotional identity, advertisers with language taboos to cater to them, thus to attract the consumer. However, because advertisers ignore the language specification in the language of civilization in the ingrained influence and binding, "taboo" advertising to break language taboo too thoroughly and directly, to make "taboo" the acceptance of advertising is far lower than the "touch taboo" advertising. Then, we focus on the "Pan taboo" advertising "non direct" which is one of the most important characteristics of social cognition research, identified in the cognitive process of this kind of consumer advertising, real commodity related information is not received, the symbol but the message of language taboo on behalf of personal identity. Language taboo who has a preference of the consumers are familiar with and style of language, to advertisers continue to strengthen members of the speech community in Consumer network in the dominant position, thereby encouraging them to consumption, consumption has become a highlight personal style and the identity of the feast. The liberation of taboo language in advertising through to attract consumers, thus forming a kind of symbolic consumption boom phenomenon called "consumption style". Finally, we try to this phenomenon of Cultural Perspective that "Pan taboo" advertising is actually a microcosm of modern social culture, modern culture with its unique body of the carnival and sub culture, on behalf of the marginalized grassroots civilization to the center of the traditional civilization resistance. However, with the business of this kind of style the overall use of language, leading to the "pan taboo" style of the original experience era and the spirit of resistance loss, starting from the sub culture incline to "negative culture".

【学位授予单位】：华东师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：H136

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