【作者】 赵欣；

【导师】 佟兆俊；

【作者基本信息】 东北财经大学 ， 外国语言学及应用语言学， 2005， 硕士

【摘要】 广告是一门学科，其语言必须认真思考和精心组织以便向公众传递有效的信息。广告标语是一种口头标识语。在印刷品中，广告标语一般出现在商标的下方或左右两侧。广告标语起到充分体现产品的特色，优势，市场定位和性能的作用。此外，广告标语应短小精练，琅琅上口，可记性强，这些特点有助于在消费者心中留下深刻的印象。广告标语的语言一般是具有赞誉性和强调性的特点，以显示出广告产品的独特和与众不同。语言学家Crystal曾说：“广告的语言必须要精心考虑和概括。”因此如果一则广告没有实现其销售产品，提供服务和意见的目的，原因不是观众没有注意到该广告，而是在广告标语中使用的语言没有引起观众的注意力，激起他们的兴趣和购买产品的欲望。 在研究了目前市场的许多的商品和服务性的广告标语之后发现，广告标语的语言具有许多显著的特点。因此，本文主要从音韵，词汇，句法和修辞四个方面讨论广告标语的语言特点。全文共分六章： 第一章介绍了广告标语的研究目的和研究方法，国内外研究的发展状况，同时介绍了广告和广告标语的定义和写作标准等。 第二章从音韵的角度对广告标语的语言特点进行了详细地分析。包括押韵，头韵，类韵和拟声的具体使用方法和特点。 第三章探讨了广告标语在词汇方面的使用特点。包括在广告标语中如何使用新词，复合词，含糊语，外来语以及动词，形容词，人称代词等。 第四章介绍了广告标语的句法特点。包括常用句型，如简单句，省略句，祁使句和非常用句型，如否定句和复合句的使用特点。 第五章探索了广告标语的修辞特点。包括简介，修辞手段及其在广告标语中具体的应用方法。 最后一章对全文进行总结，提出研究的局限性以及有关今后研究的一些建议。更多还原

【Abstract】 Advertisement is one of the disciplines where the use of language has to be employed with care in order to deliver the message effectively and efficiently. An advertisement slogan is a form of verbal logo. In a print, the advertisement slogan usually appears just beneath or besides the brand name. A slogan sums up the specialty, the benefit, and the marketing position, and the commitment of the advertised product. It is especially useful to reinforce the product identity and is more important for an advertisement slogan to clearly state what the advertisements are about. Besides this, the advertisement slogan is always short and epigrammatic in nature. It helps to make the advertisement more impressive and memorable. That is to say, the purpose of the advertisement slogan is to leave the key brand message in the minds of the audiences.It is noted that the language of advertisement slogans is generally laudatory, positive, unreserved, and emphasizing the uniqueness of a product. Crystal has affirmed, "The language of advertising needs careful investigation and generalization" (1997:56). An advert may not attain the goal of selling goods, services or ideas, not only because the audiences are not exposed to the advert, but also because the language used in the ad slogan does not suffice to grab the attention of the audiences, captivate their interest, and create a desire for them to actionAfter studying a number of advertisement slogans of goods and services consumed in the current market, it is found that the language of advertisement slogans possesses many distinct linguistics features. This thesis mainly deals with the most common linguistic characteristics of advertisement slogans. They include four categories: phonological, lexical, syntactical and rhetorical. The paper consists of four parts besides the introduction and conclusion.Chapter One gives a brief introduction to the aim of the study, review on some of the更多还原