廣告語(yǔ)言特色研究

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目 錄
引 言………………………………………………………………………………1
一、廣告語(yǔ)言概述...................................................1
二、廣告語(yǔ)言的作用與基本特點(diǎn)........................................2
（一）廣告語(yǔ)言的作用........................................................2
（二）廣告語(yǔ)言的基本特點(diǎn)....................................................3
三、廣告語(yǔ)言的藝術(shù)性...............................................7
（一）生動(dòng)形象..............................................................7
（二）含蓄委婉..............................................................7
（三）詼諧幽默..............................................................7
四、廣告語(yǔ)言的表達(dá)特點(diǎn)..............................................8
（一）語(yǔ)音手段在廣告語(yǔ)言中的運(yùn)用............................................8
（二）詞匯特征在廣告語(yǔ)言中的運(yùn)用...........................................10
（三）句法特征在廣告語(yǔ)言中的運(yùn)用...........................................11
（四）修辭手法在廣告語(yǔ)言中的運(yùn)用...........................................12
（五）文化特征在廣告語(yǔ)言中的運(yùn)用...........................................13
五、廣告語(yǔ)言的失范與規(guī)范...........................................13
（一）廣告語(yǔ)言失范的現(xiàn)象...................................................13
（二）廣告語(yǔ)言失范的原因...................................................14
（三）廣告語(yǔ)言規(guī)范的意義與方法.............................................15
結(jié) 論....................................................................16
參考文獻(xiàn)....................................................................18

摘要：廣告是商品經(jīng)濟(jì)的產(chǎn)物，在社會(huì)發(fā)展中起著重要的作用。廣告語(yǔ)言就是廣告中所運(yùn)用的語(yǔ)言，它不僅具有真實(shí)、簡(jiǎn)潔、質(zhì)樸等基本特點(diǎn)，而且也擁有獨(dú)特的文學(xué)特色。廣告語(yǔ)言在語(yǔ)音、詞匯、句法以及修辭特征上都有特殊的表達(dá)方式，語(yǔ)音特征上，常常使用押韻、疊音、諧聲；在詞匯選擇上，巧用名詞或者單音節(jié)的動(dòng)詞以及具有積極意義的形容詞；在句法特征上，多使用祈使句和非主謂句；廣泛使用各種修辭手法也是廣告語(yǔ)言實(shí)現(xiàn)勸導(dǎo)目的的一個(gè)不可或缺的手段。導(dǎo)致廣告語(yǔ)言不規(guī)范現(xiàn)象的原因有很多，這些現(xiàn)象可能會(huì)影響語(yǔ)言的發(fā)展，因此，規(guī)范廣告語(yǔ)言已成為社會(huì)迫在眉睫的任務(wù)。

關(guān)鍵詞：廣告語(yǔ)言；作用；特點(diǎn)；規(guī)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