广告语言特色研究.doc
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广告语言特色研究,1.5万字原创毕业论文，本站独家销售，大家放心下载参考使用目录引 言1一、广告语言概述...................................................1二、广告语言的作用与基本特点........................................2（一...
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广告语言特色研究
1.5万字
原创毕业论文，本站独家销售，大家放心下载参考使用
目 录
引 言………………………………………………………………………………1
一、广告语言概述...................................................1
二、广告语言的作用与基本特点........................................2
（一）广告语言的作用........................................................2
（二）广告语言的基本特点....................................................3
三、广告语言的艺术性...............................................7
（一）生动形象..............................................................7
（二）含蓄委婉..............................................................7
（三）诙谐幽默..............................................................7
四、广告语言的表达特点..............................................8
（一）语音手段在广告语言中的运用............................................8
（二）词汇特征在广告语言中的运用...........................................10
（三）句法特征在广告语言中的运用...........................................11
（四）修辞手法在广告语言中的运用...........................................12
（五）文化特征在广告语言中的运用...........................................13
五、广告语言的失范与规范...........................................13
（一）广告语言失范的现象...................................................13
（二）广告语言失范的原因...................................................14
（三）广告语言规范的意义与方法.............................................15
结 论....................................................................16
参考文献....................................................................18
摘要：广告是商品经济的产物，在社会发展中起着重要的作用。广告语言就是广告中所运用的语言，它不仅具有真实、简洁、质朴等基本特点，而且也拥有独特的文学特色。广告语言在语音、词汇、句法以及修辞特征上都有特殊的表达方式，语音特征上，常常使用押韵、叠音、谐声；在词汇选择上，巧用名词或者单音节的动词以及具有积极意义的形容词；在句法特征上，多使用祈使句和非主谓句；广泛使用各种修辞手法也是广告语言实现劝导目的的一个不可或缺的手段。导致广告语言不规范现象的原因有很多，这些现象可能会影响语言的发展，因此，规范广告语言已成为社会迫在眉睫的任务。
关键词：广告语言；作用；特点；规范
A study on advertising language characteristics
Abstract: Advertisement is the result of commodity economy and play an important role in the development of the society. Advertising language is the language implied in all kinds of advertisement, It not only has the basic characteristics such as true, concise, plain and also has the unique literary characteristics. Advertising language has special express characteristics in phonetics, word selection, sentence making and rhetoric. Phonetically, advertising language emphasizes rhyme in use of rhyming, reiterative locution and partial tone. In word selecting, noun and monosyllabic verb and positive adjective are preference. In sentence making, imperative sentence, non subject-predicate sentence are adopted widely. All kinds of rhetorical styles are also necessary defining methods. There are many reasons lead to the non-standard phenomena in the advertising language. These non-standard phenomena may affect the development of language. Therefore, standardizing advertising language has become a social immediate task.
Key words: advertising language ;effect ;characteristic ;standardize
1.5万字
原创毕业论文，本站独家销售，大家放心下载参考使用
目 录
引 言………………………………………………………………………………1
一、广告语言概述...................................................1
二、广告语言的作用与基本特点........................................2
（一）广告语言的作用........................................................2
（二）广告语言的基本特点....................................................3
三、广告语言的艺术性...............................................7
（一）生动形象..............................................................7
（二）含蓄委婉..............................................................7
（三）诙谐幽默..............................................................7
四、广告语言的表达特点..............................................8
（一）语音手段在广告语言中的运用............................................8
（二）词汇特征在广告语言中的运用...........................................10
（三）句法特征在广告语言中的运用...........................................11
（四）修辞手法在广告语言中的运用...........................................12
（五）文化特征在广告语言中的运用...........................................13
五、广告语言的失范与规范...........................................13
（一）广告语言失范的现象...................................................13
（二）广告语言失范的原因...................................................14
（三）广告语言规范的意义与方法.............................................15
结 论....................................................................16
参考文献....................................................................18
摘要：广告是商品经济的产物，在社会发展中起着重要的作用。广告语言就是广告中所运用的语言，它不仅具有真实、简洁、质朴等基本特点，而且也拥有独特的文学特色。广告语言在语音、词汇、句法以及修辞特征上都有特殊的表达方式，语音特征上，常常使用押韵、叠音、谐声；在词汇选择上，巧用名词或者单音节的动词以及具有积极意义的形容词；在句法特征上，多使用祈使句和非主谓句；广泛使用各种修辞手法也是广告语言实现劝导目的的一个不可或缺的手段。导致广告语言不规范现象的原因有很多，这些现象可能会影响语言的发展，因此，规范广告语言已成为社会迫在眉睫的任务。
关键词：广告语言；作用；特点；规范
A study on advertising language characteristics
Abstract: Advertisement is the result of commodity economy and play an important role in the development of the society. Advertising language is the language implied in all kinds of advertisement, It not only has the basic characteristics such as true, concise, plain and also has the unique literary characteristics. Advertising language has special express characteristics in phonetics, word selection, sentence making and rhetoric. Phonetically, advertising language emphasizes rhyme in use of rhyming, reiterative locution and partial tone. In word selecting, noun and monosyllabic verb and positive adjective are preference. In sentence making, imperative sentence, non subject-predicate sentence are adopted widely. All kinds of rhetorical styles are also necessary defining methods. There are many reasons lead to the non-standard phenomena in the advertising language. These non-standard phenomena may affect the development of language. Therefore, standardizing advertising language has become a social immediate task.
Key words: advertising language ;effect ;characteristic ;standardize
