语言哲学视野下品牌名称在商业广告中的意义生成

发布时间：2018-09-13 10:23

【摘要】：本文通过对包含品牌名称的广告语言进行分析,试图以语言哲学为理论视角,考察和揭示广告语言中品牌命名语言手段的意义生成机制。作为语言哲学的讨论焦点,专名的意义引起了不同领域学者持久的兴趣,最著名的观点可为描述语理论和历史因果命名理论。许多学者倾向于把这两种观点分隔开来,但即便有的学者提倡把这两种观点结合起来,仍然缺乏相关语料的支持。品牌名称作为专名的一种,目前尚未没有得到语言哲学家的足够重视,不利于专名意义问题的讨论,也不利于品牌的长远、健康发展。因此,有必要从语言哲学的角度对品牌名称的意义生成过程进行研究。本研究是基于文本分析的定性研究,主要分析文本是《广告语言学教程》中包含品牌名称的中文广告语。对文本的解释基于论证广告语言中的语言手段在给品牌命名过程中为品牌名称生成了意义。顺着这条线,本文提出三个研究问题:(1)广告商使用了什么语言手段给品牌命名?这些语言手段表达了什么意义?(2)这些语言手段如何被用来表达广告语言的意义?(3)为什么这些语言手段被广告语言用来表达意义?通过对广告语言文本及其他相关文献的分析,研究得出如下发现:首先,语音手段、词汇手段、句法手段及修辞手段被用来给品牌命名。在品牌命名过程中,这些语言手段为品牌名称生成了两方面意义——指称和涵义。其次,在利用语言手段来生成意义的方法上,语音手段主要侧重于语音方面的操控,词汇手段主要利用语形和语义,句法手段主要利用句子形式和句子结构。修辞手段中,通过把产品和其他事物进行比较,对通名的意义进行转化,对品牌名称的涵义进行解释等方式来给品牌名称生成意义。最后,在选择这些语言手段给品牌名称生成意义的原因上,语音手段能让广告语言更富韵律地确定品牌名称的指称;词汇手段能让广告语言突出主题,更准确地确定品牌名称的指称;句法手段能让广告语言更好地组合元素对品牌进行命名;修辞手段不仅能让广告语言通过不同的方式进行品牌命名,还可以增强品牌命名的效果。
[Abstract]:Through the analysis of advertising language including brand name, this paper attempts to explore and reveal the meaning generation mechanism of brand naming language means in advertising language from the perspective of linguistic philosophy. As the focus of the discussion of linguistic philosophy, the meaning of proper names has aroused the lasting interest of scholars in different fields. The most famous viewpoints are descriptive theory and historical causality naming theory. Many scholars tend to separate the two views, but even though some scholars advocate the combination of the two views, they still lack the support of relevant corpus. Brand name, as a kind of proper name, has not been paid enough attention by language philosophers at present, which is not conducive to the discussion of the meaning of proper name, nor to the long-term and healthy development of brand. Therefore, it is necessary to study the meaning generation process of brand name from the perspective of linguistic philosophy. This study is a qualitative study based on text analysis. The main analysis text is the Chinese advertising language containing brand name in Advertising Linguistics course. The interpretation of the text is based on the argument that the language means in advertising language generate meaning for the brand name in the process of naming the brand. Along this line, this paper raises three research questions: (1) what language tools have advertisers used to name brands? What is the meaning of these linguistic devices? (2) how are they used to express the meaning of advertising language? (3) Why are these linguistic devices used to express meaning? Based on the analysis of advertising language texts and other related documents, the following findings are obtained: first, phonetic devices, lexical devices, syntactic devices and rhetorical devices are used to name brands. In the process of brand naming, these language means generate two meanings for brand name-reference and meaning. Secondly, in the method of using language to generate meaning, phonetic means mainly focus on phonological manipulation, lexical means mainly use form and semantics, and syntactic means mainly use sentence form and sentence structure. In rhetorical devices, the meaning of generic name is transformed by comparing products with other things, and the meaning of brand name is explained to give meaning to brand name. Finally, on the reason of choosing these language means to give meaning to brand name, phonetic means can make advertising language more rhythmically determine the reference of brand name, and lexical means can make advertising language highlight the theme. More accurate identification of brand names; syntactic devices that enable advertising languages to better combine elements to name brands; rhetoric devices that not only allow advertising languages to name brands in different ways, Also can enhance the brand name effect.
【学位授予单位】：广东外语外贸大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：H136

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