广告口号语的语言特点

Language Features of Advertising Slogan

Abstract

This thesis presents an analytical study of language features of advertising slogan at lexical, syntactic and rhetorical levels. In order to conduct a data-driven study, the author builds a corpus of 70 advertising slogans. It is hoped that language features of advertising slogan can be summarized through the detailed survey of all kinds of advertising slogans. The main body of this thesis has four parts. The first part is the definition of advertisement and advertising slogan. The focus is laid on the middle three parts, which analyze respectively the language features of advertising slogan at lexical, syntactic and rhetorical levels. As a special kind of language, advertising language is very different from common language. And the language of advertising slogan is the core of advertisement. There are different types of advertisements, and there are different consumers. By analyzing the features of different kinds of advertising slogans, this thesis tries to enable the designer of advertising slogan to compose more attractive ones.

Key Words: advertisement; slogan; lexical; syntactic; rhetorical

摘  要

本文旨在通过对广告口号的语言分析总结出广告口号语在词法、句法以及修辞上的语言特点。为了使研究从数据出发得出科学结论，本文作者建立了1个拥有70篇各类广告口号的小型语料库。希望通过对此语料库中各种类型广告的深入细致的分析，总结出广告口号语的语言特点。本文的主题部分包括4个部分，第1部分是阐述广告以及广告口号语的定义，中间3个部分为本文核心，分别分析了广告口号语在词法、句法、修辞3个方面的语言特点。广告语言是1种区别于其他语言的特殊语言，而广告口号语的语言又是广告语言的核心部分。不同的广告，不同的顾客，这篇通过对不同广告口号语的特点分析希望可以使广告口号语的创造者们能够创造出更吸引人的广告。

关键词：广告、口号语、词法、句法、修辞

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