汽车广告语中的前景化现象研究

发布时间：2018-02-07 11:30

本文关键词： 汽车广告语言前景化偏离过分规则化　出处：《河北大学》2013年硕士论文　论文类型：学位论文

【摘要】：广告一词最初来源于中世纪拉丁语‘advertere’，意为吸引人们的注意。作为广告的灵魂部分，广告语也受到了越来越多学者的青睐。近年来越来越多的学者开始重视对广告语的研究，运用各种理论如顺应论，跨文化交际理论，修辞方面的理论等对其进行分析。尽管从前景化角度对汽车广告语进行的研究有许多，然而将Halliday和Leech的前景化与修辞学家王希杰的偏离理论相结合对汽车广告语的分析并不多。本文以前景化为理论框架，全面具体的分析了汽车广告语言各个层面的前景化现象。为了使语料更具有客观性和可靠性，本文通过随机抽样筛选出50条语料。基于前景化理论，运用定性研究、定量研究结合的方法对汽车广告语前景化现象进行研究，，旨在回答：1）汽车广告语质量上前景化特点是怎样体现的？2）汽车广告语数量上的前景化特点是怎样体现的？3）前景化在汽车广告语中有什么作用？论文发现汽车广告语的质量上的前景化体现为语言的偏离，包括语言世界和非语言世界偏离。语言世界的偏离主要包括语音、书写、词汇、语法、语义、语域、以及语用原则的偏离。非语言世界偏离包括物质世界，文化世界和心理世界的偏离。汽车广告语的数量上的前景化现象主要体现为过分规则化，包括语音，词汇，语法，和修辞的过分规则化。前景化在汽车广告语中的作用主要表现在：前景化使语言更具吸引力、用词简洁、吸引读者注意、加深读者对汽车品牌的认识以及满足读者的美学期望，因此，前景化可以满足汽车广告的主要目标：吸引读者，促进消费。对汽车广告语前景化特点的研究，从理论上来说，可以对当前汽车广告语言的特点有一个总体的归纳，加深读者对前景化理论的认识。从实践意义上来说，不仅有助于提高读者对汽车广告语的鉴赏能力和创作水平，更有助于规范广告语言，为广告制作者提供建议和参考。论文共5章。第一章是引言，主要介绍了研究背景，研究目的和意义，研究方法，研究问题以及论文的结构。第二章回顾了前人对广告语言及前景化理论所作的研究。第三章具体介绍了Halliday，Leech的前景化理论以及王希杰提出的偏离理论，并在此基础上创建了本文的理论框架。第四章是主体部分。通过汽车广告实例，笔者从偏离和过分规则化这两个实现前景化主要手段，对汽车广告语进行了分析。然后，论文论述了前景化在广告语中的作用。第五章为结论部分，主要论述了论文的主要发现：前景化现象广泛出现在广告语言的各个层面，前景化的使用可以吸引消费者、激发购买欲，是提高广告推销能力的有效手段。最后指出了论文的局限性及对未来研究的建议。
[Abstract]:The word "advertisement" originally came from the medieval Latin "advertereen", meaning to attract people's attention. As the soul of advertising, advertising language has also been favored by more and more scholars. In recent years, more and more scholars have begun to attach importance to the study of advertising language. Various theories, such as adaptation theory, cross-cultural communication theory and rhetoric theory, are used to analyze them, although there are many researches on automobile advertising language from the perspective of foregrounding. However, combining the foregrounding of Halliday and Leech with the deviation theory of rhetorist Wang Xinjie, there are few analysis of automobile advertising language. This paper makes a comprehensive and concrete analysis of the foregrounding phenomenon in all levels of automotive advertising language, taking the foreground as the theoretical framework. In order to make the corpus more objective and reliable, 50 samples were selected by random sampling. Based on the theory of foregrounding, qualitative and quantitative studies were used to study the foregrounding phenomenon of automobile advertising. Answer: 1) how does the quality of automobile advertisement reflect the characteristics of foregrounding? 2) how does the foregrounding feature of automobile advertising language reflect? 3) what role does foregrounding play in automobile advertising? It is found that the foregrounding of automobile advertising language is the deviation of language, including the deviation of language world and non-language world. The deviation of language world mainly includes pronunciation, writing, vocabulary, grammar, semantics, register, etc. The deviation of non-linguistic world includes material world, cultural world and psychological world. The foregrounding phenomenon of automobile advertising language is mainly embodied in excessive regularization, including pronunciation, vocabulary, grammar, etc. The role of foregrounding in automobile advertising is that it makes the language more attractive, uses simple words, attracts readers' attention, deepens the readers' understanding of the automobile brand and satisfies the aesthetic expectations of the readers. Therefore, foregrounding can satisfy the main goal of automobile advertisement: to attract readers and promote consumption. The study on the characteristics of the foregrounding of automotive advertising language, theoretically, can generalize the characteristics of the current automotive advertising language and deepen the readers' understanding of the foregrounding theory. It is not only helpful to improve readers' appreciation ability and creative level of automobile advertising language, but also to standardize advertising language and provide advice and reference for advertisement makers. The first chapter is the introduction, which mainly introduces the research background, research purpose and significance, research methods, Chapter two reviews the previous researches on advertising language and the theory of foregrounding. Chapter three introduces Hallidayor Leech's theory of foregrounding and Wang Xijie's theory of deviation. On this basis, the theoretical framework of this paper is established. Chapter 4th is the main part. Through the example of automobile advertisement, the author analyzes the automotive advertising language from the two main means of realizing foregrounding: deviation and excessive regulation. This paper discusses the role of foregrounding in advertising language. Chapter 5th is the conclusion part, which mainly discusses the main findings of the paper: the phenomenon of foregrounding appears widely in all levels of advertising language, and the use of foregrounding can attract consumers. Stimulating purchasing desire is an effective means to improve advertising ability. Finally, the limitations of the paper and suggestions for future research are pointed out.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H15

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