日中广告标语特征的对比研究

发布时间：2018-06-14 19:30

本文选题：广告 + 语言　；参考：《上海外国语大学》2017年硕士论文

【摘要】：广告是经济活动的重要环节,是企业和组织传达信息的有效手段。广告在不同的文化背景中产生,同时不同文化背景的人对于广告的鉴赏喜好也不同。现在,日本是仅次于美国的广告业第二发达的国家,在全球化的背景下,随着中国经济的发展,广告业也发生了突飞猛进的发展。可以说,广告渗透进生活中的各个地方,是日常生活的一部分。同时,广告语言是一种重要的社会语言现象。广告标语是广告语的核心,凝聚了最多的技巧和智慧。中日两国一衣带水,语言上有许多的历史渊源,对中日广告标语进行研究很有意义。但是在以往的广告研究中,研究汉语广告语言、日语广告语言、中英广告语言对比等领域较多,但对比中日广告语言的研究起步时间较晚,成果较少。本文搜集了大量的具有代表性的中日广告标语,结合实例从表记、词语、句型和修辞四个方面进行分析和总结,并通过中日广告标语的异同点来分析其背后蕴含的语言、审美意识、民族文化等方面的原因。希望在中日文化和经济交流频繁的今天,此篇文章能够为中日语言学习者,以及异文化传播者带来一定的实用意义。
[Abstract]:Advertising is an important link in economic activities and an effective means for enterprises and organizations to convey information. Advertisements come into being in different cultural backgrounds, and people from different cultural backgrounds have different tastes for advertising. At present, Japan is the second developed country in advertising industry after the United States. Under the background of globalization, with the development of Chinese economy, advertising industry has also developed by leaps and bounds. It can be said that advertising permeates all parts of life and is a part of daily life. At the same time, advertising language is an important social language phenomenon. Advertising slogan is the core of advertising language, condensing the most skills and wisdom. China and Japan have a narrow strip of water, language has many historical origins, the study of Chinese and Japanese advertising slogan is very meaningful. However, in the past advertising research, the study of Chinese advertising language, Japanese advertising language, Chinese and English advertising language contrast and other fields, but the contrast between Chinese and Japanese advertising language research started late, less achievement. This paper collects a large number of representative Chinese and Japanese advertising slogans, analyzes and summarizes them from the four aspects of tableau, words, sentence patterns and rhetoric, and analyzes the language behind them through the similarities and differences between Chinese and Japanese advertising slogans. Aesthetic consciousness, national culture and other reasons. It is hoped that, with the frequent cultural and economic exchanges between China and Japan, this article will bring some practical significance to Chinese and Japanese language learners, as well as to foreign cultural communicators.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：H136;H36

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