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广告语言中的偏离研究

2020-12-01阅读(804)

广告语言中的偏离研究

论文摘要

“广告”一词源于拉丁语‘advertere’,意为“唤起大众对某事物的注意、并诱导于一定的方向所使用的一种手段”。随着社会经济的发展,被喻作商业化身的广告以其独有的方式深入到社会各个角落,成为现代生活不可缺少的一部分,它在促进销售、繁荣经济等方面发挥着重要的作用。同时,广告语言也正以其独特的魅力受到人们的青睐,成为语言学家和广告研究者们研究的热点。学者们从语言特点、文体特点、修辞、功能和文化内涵等方面,对广告进行了分析。本文着重分析广告语言中的偏离现象。偏离是对语言常规的变异,指在语言交际过程中,为取得某种文体效果而有意识地违背大众所接受的语法规则和语用准则。语言变异的文体功能主要表现在:加强语气、强调特定部分、吸引读者注意、追求美学价值等。偏离是广告制作者经常使用的、行之有效的广告语言手段。论文以Leech的偏离理论为基础构架全文,通过具体广告案例分析,研究广告语言中的偏离现象。这些广告来自网络、报纸和杂志,涉及众多行业:食品饮料、香烟、服装衣料、鞋类、化妆品、汽车、航空航运、银行保险、旅游宾馆饭店及非赢利性产业和教育业。论文首先回顾了前人对广告语言所作的研究,为了进一步研究广告语言中的偏离手段,论文首先以Leech的偏离理论为基础构筑了一个理论框架。在主体部分,论文通过具体的广告实例,从词汇、语法、语音、排版、语义、语域、语篇以及语用学等方面分析了广告语言中的偏离现象,并分析了偏离在广告中频繁使用的原因和动机。最后论文得出结论,偏离见于广告语言的各个层面,是广告制作者创造性地使用语言、吸引消费者注意、增强广告推销能力的有效手段。通过研究广告语言中的偏离手段,论文旨在用更多地佐证来丰富偏离理论,帮助英语学习者和广告读者更好地理解广告,为广告制作者制作更好的广告提出建议,并为大学英语教学提出一些启示。

论文目录

  • Acknowledgements
  • Abstract
  • 摘要
  • Chapter I Introduction
  • 1.1 Reasons for the Study
  • 1.2 Significance and Objectives of the Study
  • Chapter II Literature Review
  • 2.1 Advertising and Advertising Language
  • 2.2 Studies on Advertising Language
  • 2.2.1 Linguistic Analysis
  • 2.2.2 Discourse Analysis
  • 2.2.3 Sociolinguistic Approach
  • 2.2.4 Deviation Studies in Advertising
  • Chapter III Theoretical Framework of the Study
  • 3.1 A Brief Introduction to Deviation
  • 3.2 Classifications of Deviation
  • 3.2.1 Lexical Deviation
  • 3.2.2 Grammatical Deviation
  • 3.2.3 Phonological Deviation
  • 3.2.4 Graphological Deviation
  • 3.2.5 Semantic Deviation
  • 3.2.6 Deviation of Register
  • 3.2.7 Deviation from Pragmatic Principles
  • Chapter IV Deviation Devices in Advertising
  • 4.1 Lexical Deviation
  • 4.1.1 Nonce-formation
  • 4.1.2 Partial Tone
  • 4.1.3 Compounding
  • 4.1.4 Functional Conversion
  • 4.1.5 Intentional Misspelling
  • 4.1.6 Excessive Use of Commendatory Words
  • 4.2 Grammatical Deviation
  • 4.2.1 Disjunctive Sentence
  • 4.2.2 Elliptical Sentence
  • 4.2.3 Abnormal Frequency of Some Sentence Structures
  • 4.3 Phonological Deviation
  • 4.3.1 Homophony
  • 4.3.2 Rhyme
  • 4.4 Graphological Deviation
  • 4.4.1 Unconventional Typeset
  • 4.4.2 Using Numbers and Symbols
  • 4.4.3 Using Images to Replace Letters or Words in Sentences
  • 4.4.4 The Graphological Deviation of ‘And
  • 4.4.5 Unconventional Spelling of Words
  • 4.5 Semantic Deviation
  • 4.5.1 Pun
  • 4.5.2 Parody
  • 4.5.3 Simile and Metaphor
  • 4.6 Deviation of Register
  • 4.7 Style Deviation
  • 4.7.1 The Mixture of Spoken and Written Style
  • 4.7.2 The Comprehensive Application of Various Styles
  • 4.8 Deviation from Cooperative Principle
  • 4.8.1 Flouting of the Maxim of Quantity
  • 4.8.2 Flouting of the Maxim of Quality
  • 4.8.3 Flouting of the Maxim of Relation
  • 4.8.4 Flouting of the Maxim of Manner
  • Chapter V Motivations for Deviation in Advertising Language
  • 5.1 To Make Its Language More Interesting and Appealing
  • 5.2 To Be Economical
  • 5.3 To Reinforce the Message in Advertising
  • 5.4 To Satisfy People’s Psychological Expectations
  • 5.5 To Give Advertisers a Way Out
  • Chapter VI Conclusion
  • 6.1 Summary
  • 6.2 Significance of the Findings
  • 6.3 Some Suggestions for the Advertisers
  • 6.4 Limitations of the Research and Suggestions for Further Studies
  • Bibliography

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    广告语言中的偏离研究
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