影响视觉手段（paragraphemic）在教育领域的双语（中英文）广告
发布时间：2021-01-09 17:23
这部作品致力于双语（英中）广告,即双语广告中的视觉影响手段。视觉影响手段是字母（英语）和象形文字（汉语）语言的特点。然而,在双语广告中,语言如何相互作用尤为重要,这表现在视觉影响手段的组合中,即supragraphemics（字体变化）,是字体类型、大小和颜色的变化。双语广告已经在四个领域进行了分析（标志系统,食品和饮料,事件,流行的外国品牌（化妆品和香水,服装））使用supragraphemic工具（字体变化）和它们的组合为两种语言。它揭示了使用supragraphemics的语言,使用什么手段,以及语言的相互作用是如何发生的。分析揭示了五种常用组合的类型、大小和颜色的字体在双语广告的基础上融合或分化。在教育领域（大学和双语学校）的双语广告也被考虑在工作中。作为一个实际的例子,我为赫德双语学校（Elite K12）的连锁双语广告设计。双语广告在这一领域是不那么普遍,所以有人认为,有多少使用的组合手段supragraphemics与最经常分配给我们一致。该分析强调了材料的某些特征,这些特征与平面上语言的图形交互相关的大量文本有关。还确定了两种supragraphemic手段的组合,这些...
【文章来源】：华东理工大学上海市 211工程院校 教育部直属院校
【文章页数】：133 页
【学位级别】：硕士
【文章目录】：
摘要
Abstract
Chapter One. Introduction
1.1. Research Significance
1.2. Metodology and objectives of the research
1.3. General Organization of the Thesis
Chapter Two. Advertising text in the aspect of its impact potential
2.1. Definition of advertising and advertising text
2.2. The main functions and purposes of the advertising text
2.3. Structure of advertising text
2.4. Means and methods of influence in the advertising text
2.5. Advertising text as a reflection of culture
2.6. Summary of the chapter
Chapter Three. Visual means of influence in English and Chineseadvertising texts （Paragraphemic）
3.1. Singraphemic
3.1.1. Punctuation-graphic techniques of advertising text
3.2. Supragraphemic
3.2.1. Font Functions
3.2.2. Variety of fonts
3.2.3. Using elements of old or foreign-language spelling
3.2.4. Different combination of size.Graphical transformation
3.2.5. Colour
3.2.6. Means for accenting the font
3.3. Topographemic
3.4. Summary on the chapter
Chapter Four. Bilingual （Anglo-Chinese） advertising in China
4.1. Overview and main classifications
4.2. Features of bilingual adverytising
4.3. Areas of use of bilingual advertising and using means of Paragraphemics
4.3.1. Sign system
4.3.2. Food and beverage
4.3.3. Foreign luxurious brands （cosmetics and perfume, clothing） and popular chinese brands
4.3.4. Events
4.4. Selection ways of Paragraphemics in bilingual advertising
4.5. Summary of the Chapter
Chapter Five. Bilingual advertising in educational instututions
5.1.Bilingual advertising in Chinese Universities
5.1.1. Areas of using bilingual advertising and used combinations of supragraphemics
5.1.2. Combinations of supragraphemic means and their features
5.2. Bilingual advertising in bilingual schools and kindergartens, training centers
5.2.1. Advertising of the training centers, centers of additional and after-schooleducation
5.2.2. Advertising in bilingual （English-chinese） schools and kindergartens
5.3. Practical example. Bilingual schools HD Schools （Elite K12 group）
5.3.1. Introduction to HD Schools （Elite K12 group）
5.3.2. Visual image （VI） of HD Schools
5.3.3. General description of types of advertising and printing products in HD BilingualSchools
5.3.4. Combinations of supragraphemic means and their features in bilingual advertising andprinting products in HD Schools
5.3.5. Analysis of combinations of supragraphemic means in HD Bilingual Schools
5.4 Summary of the chapter
Chapter Six. Conclusions
Bibliography
Acknowledgements
卷内备考表
本文编号：2967086
【文章来源】：华东理工大学上海市 211工程院校 教育部直属院校
【文章页数】：133 页
【学位级别】：硕士
【文章目录】：
摘要
Abstract
Chapter One. Introduction
1.1. Research Significance
1.2. Metodology and objectives of the research
1.3. General Organization of the Thesis
Chapter Two. Advertising text in the aspect of its impact potential
2.1. Definition of advertising and advertising text
2.2. The main functions and purposes of the advertising text
2.3. Structure of advertising text
2.4. Means and methods of influence in the advertising text
2.5. Advertising text as a reflection of culture
2.6. Summary of the chapter
Chapter Three. Visual means of influence in English and Chineseadvertising texts （Paragraphemic）
3.1. Singraphemic
3.1.1. Punctuation-graphic techniques of advertising text
3.2. Supragraphemic
3.2.1. Font Functions
3.2.2. Variety of fonts
3.2.3. Using elements of old or foreign-language spelling
3.2.4. Different combination of size.Graphical transformation
3.2.5. Colour
3.2.6. Means for accenting the font
3.3. Topographemic
3.4. Summary on the chapter
Chapter Four. Bilingual （Anglo-Chinese） advertising in China
4.1. Overview and main classifications
4.2. Features of bilingual adverytising
4.3. Areas of use of bilingual advertising and using means of Paragraphemics
4.3.1. Sign system
4.3.2. Food and beverage
4.3.3. Foreign luxurious brands （cosmetics and perfume, clothing） and popular chinese brands
4.3.4. Events
4.4. Selection ways of Paragraphemics in bilingual advertising
4.5. Summary of the Chapter
Chapter Five. Bilingual advertising in educational instututions
5.1.Bilingual advertising in Chinese Universities
5.1.1. Areas of using bilingual advertising and used combinations of supragraphemics
5.1.2. Combinations of supragraphemic means and their features
5.2. Bilingual advertising in bilingual schools and kindergartens, training centers
5.2.1. Advertising of the training centers, centers of additional and after-schooleducation
5.2.2. Advertising in bilingual （English-chinese） schools and kindergartens
5.3. Practical example. Bilingual schools HD Schools （Elite K12 group）
5.3.1. Introduction to HD Schools （Elite K12 group）
5.3.2. Visual image （VI） of HD Schools
5.3.3. General description of types of advertising and printing products in HD BilingualSchools
5.3.4. Combinations of supragraphemic means and their features in bilingual advertising andprinting products in HD Schools
5.3.5. Analysis of combinations of supragraphemic means in HD Bilingual Schools
5.4 Summary of the chapter
Chapter Six. Conclusions
Bibliography
Acknowledgements
卷内备考表
本文编号：2967086
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