酒类广告语言研究

发布时间：2018-08-04 16:47

【摘要】：目前学界关于酒类广告语言仍然处于刚刚起步的阶段,鲜有学者针对性地对其进行系统的研究。本文从语言学中的语音、词汇、语法及修辞等几个层面,并结合酒类广告语言的形成动因,系统地对酒类广告语言进行了分析和研究。本文主要分为六个部分：一、绪论。该部分主要介绍了我国广告语言的研究概况和酒类广告的研究概况、本文的研究意义和创新之处以及本文的研究对象和研究方法。二、酒类广告语言概述。本部分主要阐述酒类广告语言的内涵及其构成,为下文的具体分析奠定了理论的基础。三、酒类广告语言语音分析。本部分分别从音节、韵脚、平仄、叠音几个角度分析了酒类广告语言的语音情况。四、酒类广告语言词汇分析。本部分主要介绍了数量词语的使用、褒义形容词的使用以及凸现性副词在酒类广告中的使用情况。其中数量词语的特点主要从两方面来阐述；分析褒义形容词主要的使用情况主要是分析了新、好、美、靓等词语；对于凸现性副词的分析是从范围副词和程度副词这两个酒类广告中比较常见的副词展开的。五、酒类广告语言语法分析。本部分是从酒类广告语言的句型、句类、句式这三方面展开分析的：在酒类广告的句型方面,主要是从单句和复句这两个方面进行考虑；而在酒类广告的句类方面,分析了常见的几种句式：陈述句、感叹句、祈使句以及疑问句；在酒类广告的句式方面,主要分析了酒类广告语言比较频繁地使用口语句式、整句以及短句,并分析了各自的特点。六、酒类广告语言修辞分析。本部分选取了比喻、对偶、排比三种常用的辞格,对酒类广告语言的修辞特点进行了分析。七、酒类广告语言形成的动因分析。本部分主要从节庆文化、传统道德、历史习俗、养生享受、地域民族等方面探究酒类广告语言的形成动因。
[Abstract]:At present, the language of alcohol advertising is still in its infancy, and few scholars systematically study it. This paper makes a systematic analysis and study of alcohol advertising language from the aspects of phonology, vocabulary, grammar and rhetoric, and combining with the causes of the formation of alcohol advertising language. This article is divided into six parts: first, introduction. This part mainly introduces the research survey of advertising language and alcohol advertising in China, the significance and innovation of this paper, and the research object and research methods of this paper. Second, alcohol advertising language overview. This part mainly expounds the connotation and composition of alcohol advertising language, which lays a theoretical foundation for the concrete analysis below. Third, speech analysis of alcohol advertising language. This part analyzes the phonological situation of alcohol advertising language from the aspects of syllable, rhyme, level and repetition. Fourth, the lexical analysis of alcohol advertising language. This part mainly introduces the use of quantitative words, the use of positive adjectives and the use of salient adverbs in alcohol advertising. The characteristics of quantitative words are mainly described from two aspects: the main use of positive adjectives is the analysis of new, good, beautiful, beautiful and other words; The analysis of salient adverbs is carried out from the adverbs of scope and degree, which are more common in alcohol advertisements. Fifth, the grammatical analysis of alcohol advertising language. This part is from the alcohol advertisement language sentence pattern, the sentence category, the sentence pattern these three aspects unfolds the analysis: in the wine advertisement sentence pattern aspect, mainly carries on the consideration from the single sentence and the complex sentence these two aspects, but in the wine advertisement sentence category aspect, This paper analyzes several common sentence patterns: declarative sentence, exclamatory sentence, imperative sentence and interrogative sentence, and mainly analyzes the frequent use of spoken sentence, whole sentence and short sentence in alcohol advertisement. Their characteristics are also analyzed. Sixth, the rhetorical analysis of alcohol advertising language. This part analyzes the rhetorical features of alcohol advertising language by selecting three commonly used figures of speech: metaphor, duality and parallelism. Seventh, the cause analysis of the formation of alcohol advertising language. This part mainly explores the causes of the formation of alcohol advertising language from the aspects of festival culture, traditional morality, historical customs, health enjoyment, regional nationality and so on.
【学位授予单位】：扬州大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：H109.4

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