【作者】 李桂群；

【导师】 曾常红；

【作者基本信息】 湖南师范大学 ， 汉语言文字学， 2006， 硕士

【摘要】 现在广告工作人员的素质和水平大大提高了。虽然投入到这行业且受过专门语文教育的人还不够多，可是广告工作人员基本上具备了一定的语文能力。不过，他们设计广告时，特别注重广告的定位符合社会“求新求异”的心理，为了使广告语言加强新奇感，盲目地运用广告语言变异，在一定程度上污染了语言，造成了语言的混乱。广告语言具有社会性，广告语言反映着社会、文化、心理等因素。广告语言给儿童和青少年的语言教育带来不可低估的影响，进一步说就是对国民语言生活起着重要的作用。按现在广告界的情况，迫切需要给广告主、广告设计者以及广告从业者提供一个参考标准。因此，语言学家及广告工作人员研究广告语言变异，一方面要制定出有论据的标准，将广告语言加以规范，使广告设计者的水平能得到提高，号召他们创作广告时必须具有优化社会语言的责任感，从而创作出健康、美丽的社会语言，引导健康、合理的消费意识以及消费行为，树立优良的精神文明风气；另一方面，也可以从这些广告语言变异之中吸收营养，使语言更加丰富多样。本文探索了广告语言在文字、词汇、语法等各个方面的变异情况，并对其有关规范提出了一些看法。总的来说，变异是相对常规而言的。从特征上看，语言常规具有规则性、稳定性和全民性，而语言变异则具有创造性、灵活性和独特性。但区别绝非意味着对立。语言的变异应该建立在对常规的充分理解，熟练掌握的基础上，应该成为常规的一种升华，正如新颖出色的舞蹈也需要大量扎实的基础动作。这种变异甚至有可能进一步地发展，成为一种常规。而完全脱离了常规的变异则可以说是走入了歧途，它给人的感觉只能是哗众取宠，让人难以接受。因此，对广告的语言变异运用要正确对待，在肯定它的积极作用的同时，也要注意它的使用条件和限度。从这个目的出发，广告语言的规范成为必要。我们需做的工作，就是使规范既能表现广告语言的特征，又能表现汉语的优越性。广告语言是很特殊的部分，广告语言变异的规范跟一般语言有共同的也有不同的要求，对广告语言变异的规范应该考虑广告语言本身的特殊性。尤其是它不同于一般文体的写作目的，因此，我认为考虑各条广告的商业目的及社会导向作用，是规范工作的基本出发点，也是考虑规范工作的准则之一。语言规范要与社会发展紧密联系，语言无时不处在动态的发展变化中，要想使保持一成不变的“纯洁”难而又难。我们既要坚持语言规范的基本原则，又要拥有弹性处理具体语言运用的灵活方式，不能让个别法规政策束缚了语言的发展。更多还原

【Abstract】 Now the advertisement personnel’s quality and level have improvedgreatly. Although it is insufficient that people invest to this professionand have a special language and literature education, the advertisementstaff basically has had special language and literature education, theadvertisement staff basically has had certain ability of language andliterature. However, when designing advertisement, they pay greatattention to the advertisement localization which conforms to socialpsychology-that strives for "new and strange". In-order to enhance thenovel feeling of the advertisement language, using the advertisementlanguage variation blindly and contaminating the language to some extent,which result to language chaos。The advertisement language, which has the social features, reflectsmany aspects such as society, culture, psychology and so on. Theadvertisement language brings the influence on the children and theyoung people’s language education, which cannot be underestimated,What’s more, advertisement plays a vital role to the national language.According to the present advertising situation, it is urgently necessary togive a reference standard for the advertising host, the advertising designerand the advertising staff. Therefore, the linguist and the advertising staffstudying the advertisement language variation, should focus on twopoints: firstly the standard of argument should be formulated to improvethe advertising designer’s level and aimed to summon them to create akind of healthy, beautiful social language and guide healthy, reasonableexpense consciousness as well as the expense behavior, thus to create afine spiritual civilization atmosphere; secondly, these advertisementlanguage variations can make the language more vivid. This paper has explored the variation situation of the advertisementlanguage in vocabulary, grammar and gives some related views onstandards.Generally speaking, the variation is relative to conventionality.Looking from the characteristic of the language conventionality, it has thecharacteristic of regularity, the stability and universality, but the languagevariation has the characteristic of creativity, flexibility and particularity.But distinguishes certainly not means opposition. The language variationshould be established on the basis of the full understanding and masteryof the conventionality, and it should become a sublimation of theconventionality, just like the novel splendid dance also needs a great dealof solid foundation movement. This kind of variation even be possible tohas further development and become one kind of conventionality. But thevariation that has totally separated from the conventionality should beallowed to say that it has walked into the wrong road, and it gives peoplethe felling of flub dub and makes people hard to accept.Therefore, we should treat properly on the application of theadvertisement language variation. The positive function of this variationshould be affirmed, as well as it’s condition and limitation should beattentioned. On the basis of this purpose, it is necessary to make theadvertisement language regulated. What we need to do is making aregulation not only express the characteristics of the advertisement butalso embody the advantage of the Chinese. The advertisement language isso particular that make the regulation on its variation having differentrequirements when it compared to that on the regular language. Theparticularity Of the variation on the advertisement itself should beconsidered, we should especially pay attention to its writing purposewhich has difference with the regular language. Consequently, I have abelief that the observation of the commercial aim and its social orientation included in every piece of ads is the basic stand of our workon regulation, which also is one of the criterions on considering theregulation. The language regulation should be associated with the socialdevelopment closely. For it is in a dynamic change at anytime, it’s arough task for us to maintain the language in its pure conditionconsistently. We should abide by the principle of the language regulationand also adopt a flexible way in dealing with some concrete applicationof the language. Any one or two law and policies shouldn’t be let inbinding up the development of the language.更多还原