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廣告口號(hào)語(yǔ)的語(yǔ)言特點(diǎn)
畢業(yè)論文
Language Features of Advertising Slogan
Abstract
This thesis presents an analytical study of language features of advertising slogan at lexical, syntactic and rhetorical levels. In order to conduct a data-driven study, the author builds a corpus of 70 advertising slogans. It is hoped that language features of advertising slogan can be summarized through the detailed survey of all kinds of advertising slogans. The main body of this thesis has four parts. The first part is the definition of advertisement and advertising slogan. The focus is laid on the middle three parts, which analyze respectively the language features of advertising slogan at lexical, syntactic and rhetorical levels. As a special kind of language, advertising language is very different from common language. And the language of advertising slogan is the core of advertisement. There are different types of advertisements, and there are different consumers. By analyzing the features of different kinds of advertising slogans, this thesis tries to enable the designer of advertising slogan to compose more attractive ones.
Key Words: advertisement; slogan; lexical; syntactic; rhetorical
摘 要
本文旨在通過(guò)對(duì)廣告口號(hào)的語(yǔ)言分析總結(jié)出廣告口號(hào)語(yǔ)在詞法、句法以及修辭上的語(yǔ)言特點(diǎn)。為了使研究從數(shù)據(jù)出發(fā)得出科學(xué)結(jié)論，本文作者建立了1個(gè)擁有70篇各類廣告口號(hào)的小型語(yǔ)料庫(kù)。希望通過(guò)對(duì)此語(yǔ)料庫(kù)中各種類型廣告的深入細(xì)致的分析，總結(jié)出廣告口號(hào)語(yǔ)的語(yǔ)言特點(diǎn)。本文的主題部分包括4個(gè)部分，第1部分是闡述廣告以及廣告口號(hào)語(yǔ)的定義，中間3個(gè)部分為本文核心，分別分析了廣告口號(hào)語(yǔ)在詞法、句法、修辭3個(gè)方面的語(yǔ)言特點(diǎn)。廣告語(yǔ)言是1種區(qū)別于其他語(yǔ)言的特殊語(yǔ)言，而廣告口號(hào)語(yǔ)的語(yǔ)言又是廣告語(yǔ)言的核心部分。不同的廣告，不同的顧客，這篇論文通過(guò)對(duì)不同廣告口號(hào)語(yǔ)的特點(diǎn)分析希望可以使廣告口號(hào)語(yǔ)的創(chuàng)造者們能夠創(chuàng)造出更吸引人的廣告。
關(guān)鍵詞：廣告、口號(hào)語(yǔ)、詞法、句法、修辭
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