违法食品广告语言研究

发布时间：2018-04-19 13:51

  本文选题：食品广告 + 违法　； 参考：《暨南大学》2016年硕士论文

【摘要】：现代社会中,广告几乎无处不在,食品广告因涉及到人们的身体健康与生命安全,所以在语言的表达上尤其要注意准确和真实。2015年9月1日新修订的《广告法》正式实施,这是广告法实施20年来首次修订,对食品类广告也有了更加详实细致的规定。本文选用了新《广告法》正式实施后在各大政府网站和门户网站公示的违法食品广告,借鉴并参考一些学者研究语言和法律的分析方法,深入研究违反新《广告法》和其他相关法律法规的食品广告在语言表达和广告内容上的特征。首先将易与食品相混淆的几个概念进行区分,清晰地界定了本文的研究对象为违法的食品广告语言。其次,从合作原则的角度出发,分析了违法食品广告通过违反合作原则的几项准则来达到美化产品欺骗消费者的目的。另外,对违法食品广告中的高频数字和词语进行了统计分析,从而发现了违法食品广告的一些主要语言特征和违法表现。最后,通过剖析食品广告的违法原因,提出了针对违法食品广告的几项对策,并对食品广告语言的规范化提出要坚持三项基本原则,即真实性、思想性、准确性原则。
[Abstract]:In modern society, advertising is almost everywhere. Food advertising involves people's physical health and life safety, so we should pay special attention to accuracy and truthfulness in language expression. The newly revised Advertising Law, which was revised on September 1, 2015, was formally implemented.This is the first revision of the Advertising Act in 20 years, and there are more detailed and detailed regulations on food advertising.This article selects the illegal food advertisement which is published on the website and portal website of each major government after the new advertising law has been put into effect, and draws lessons from some scholars to study the analysis method of language and law.The characteristics of language expression and advertising content of food advertisements in violation of the new advertising law and other relevant laws and regulations are studied in depth.Firstly, several concepts which are easily confused with food are distinguished, and the object of this paper is clearly defined as the illegal language of food advertising.Secondly, from the point of view of cooperation principle, the article analyzes the purpose of beautifying products to deceive consumers by violating the principles of cooperation.In addition, the high frequency numbers and words in illegal food advertisements are analyzed, and some main linguistic features and illegal manifestations of illegal food advertisements are found.Finally, through analyzing the illegal reasons of food advertisement, this paper puts forward several countermeasures for illegal food advertisement, and puts forward three basic principles to standardize the language of food advertisement, namely the principle of authenticity, thought and accuracy.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：H136
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本文编号：1773353