【作者】 裴昕月；

【导师】 原新梅；

【作者基本信息】 辽宁师范大学 ， 汉语言文字学， 2008， 硕士

【摘要】 字母词语作为新词语的重要组成部分,十多年来受到学者们的广泛关注,取得了许多开创性成果。但是广告中字母词语的研究尚显不足。本文对广告的重要组成部分—广告标题中的字母词语进行研究,因为广告标题是揭示和概括广告主题的语句、是广告主题的简明概括、是广告主题和目标的凝结与灵魂,标题在一则广告中发挥着非常巨大的作用,并且我国广告的真正崛起始于改革开放以后,这与字母词语的大量涌入存在着一个契合点。作为以大众传媒为依托的广告被人们耳熟能详,广告中的字母词语也更容易为人们所关注和接受。因此,本文立足广告标题对字母词语进行研究。本文主要借鉴三个平面理论、语用学理论,主要涉及语境研究理论和篇章化研究理论、语义学理论、现代汉语词汇学理论,对广告标题中的字母词语的造词法、构词法、特点、成因及规范做出科学的阐述。除引言和结语外,论文由五部分组成:第一部分—广告标题中字母词语的造词法。对广告标题中字母词语在产生过程中所使用的语言材料和手段做分析,说明该词所形成的原因或理据。第二部分—广告标题中字母词语的构词法。分析构成词的规则,对既有词的结构作语法分析,说明词内部结构中语素的组合方式。第三部分—广告标题中字母词语的特点分析。这一部分结合对语料的考察,对广告标题中字母词语的词形特点、语义特点、语法特点进行研究。第四部分—广告标题中使用字母词语的原因。这一部分紧扣广告这一特殊语境的语用特征,从广告制作者、广告的产品生产商、广告受众、广告作品本身四方面分析广告标题中使用字母词语的原因。第五部分—广告标题中字母词语的使用规范。首先指出使用中存在的问题,并在其后提出了规范原则,为广告中的字母词语使用混乱的现象提供规范建议。通过对广告标题中的字母词语研究,分析广告中字母词语的使用特点和传播功效,为广告主发布广告时提供专业的语用建议,使广告主可以更有针对性地在广告中有效的利用字母词语,扩大广告的传播功效,提高广告宣传的市场销售效果。更多还原

【Abstract】 Letter-words as an important component of new terms were widespread concerned for more than 10 years by the scholars, and achieved many pioneering achievements. But the studies on letterwords in the advertisement were just inadequate. In this paper, study on letter-words in the advertisement title which is an important component of advertisement, because advertisement title is statements which reveal and generalize advertising theme、is the concise summary of advertisement subject、is the congealment and soul of advertisement subject and goal, the advertisement title plays a very significant role in an advertisement, and the real rise of China’s advertisement began after the reform and opening with the same time of massive entry about letter-words. Advertisement which depends on media mass was familiar with by people,and letter-words would be easier for people to concern and accept. Therefore, this article research letter-words based on advertisement title.This paper mainly profits from the three plane theory、pragmatic theory which mainly involve the theory of context and the theory of chapter、semantics theory、the theory of modern Chinese vocabulary, makes a scientific elaboration about methods of word-formation、word-building、characteristics、causes and standardize of letter-words in the advertisement title.Besides the introduction and the conclusion, the paper is composed of five parts:PartⅠMethods of word-formation of letter-words in the advertisement title. Analysis the linguistic data and the method when uses in the generating process of letter words, explain reasons or principles during letter-words is forming.PartⅡMethods of word-building of letter-words in the advertisement title .Analysis rules of word’s constitution,make the syntax analysis to word structure,explain morpheme combination way in word internal structure .PartⅢThe characteristic analysis of letter-words in the advertisement title. This part combine with inspection of language materials, to research morphology characteristic、semanticcharacteristic and grammar characteristic of letter-words in the advertisement title .PartⅣThe reasons of letter-words using in the advertisement title.This part threads up the use characteristic of advertisement exiting in special linguistic environment, analysis the reasons about letter-words used in the advertisement title from advertisement makes、advertisement producers、advertisement audiences、advertisement works four aspects .PartⅤThe use standards of letter-words used in the advertisement title .First pointed out the questions existing in the use, then put forward the rationalization proposals how to standard letter-words ’ use.Through studies on letter-words in advertisement titles, analyze use characteristics and dissemination effects about letter-words in the advertisement, for advertisement hosts provide the specialized language suggestion when issue advertisements, make advertisement hosts target-oriented、effectively make use of letter-words in the advertisement, expand dissemination effects of advertisement, enhance market sale effects of advertisements propaganda.更多还原