【作者】 李玉华；

【导师】 高胜林；

【作者基本信息】 暨南大学 ， 汉语言文字学， 2007， 硕士

【摘要】 随着报纸广告业的发展，语言学界的研究开始深入到报纸广告行业。本文以2006年3月至2006年7月广州和香港两地报纸广告语料为基础，开展了对穗港报纸广告修辞的比较研究。本文主要采用语料统计与语料分析相结合的方法，在语音、语汇、语法、修辞手法等方面设立了36个考察项目，以新鲜的语料，从较新的角度，对1000条报纸广告语料进行了较全面地考察。本文的第一章引言部分介绍了语言学界对广告语言研究的现状，以及本文的研究内容、方法和意义；第二章介绍了穗港两地报纸广告语料来源、语料统计以及语料收集的原则；第三章对穗港两地报纸广告修辞的共性及个性进行了比较分析；第四章从语言学、心理学、社会学等方面对比较结果展开了原因分析；第五章是结语，对本文的主要内容进行总结，并对穗港两地报纸广告的发展提出笔者不成熟的看法。笔者希望通过此研究能为穗港报纸广告业的良性发展提出较有参考性的结论与借鉴。更多还原

【Abstract】 With the development of newspaper advertising, the linguistics research starts to penetrate into the trade of newspaper advertising. On the basis of the language materials from March, 2006 to July, 2006, this thesis gives a comparison research about the rhetoric characteristics between Guangzhou newspaper’s advertisement and Hong Kong newspaper’s advertisement.This thesis mainly adopts the method of the combination of counts and analyzes language materials. It sets up 36 investigating projects, pronunciation, vocabulary, grammar, and rhetoric technique. The thesis chose a new perspective to study 1000 fresh newspaper advertisement corpus, and to give a comprehensive study.The first chapter of this thesis introduces the present research status about advertisement study from the linguistics’ aspect, and the content, method, significance of this thesis. The second chapter involves the source of newspaper advertisement language materials, and the principle of statistics gathering as well as the collection. The third chapter has carried on the comparative analysis about the newspaper’s advertisement rhetoric in Guangzhou and Hong Kong. After carrying out the comparison result, the fourth chapter has analysis the reasons at the aspects of linguistics, psychology, sociology and so on. The fifth chapter is the conclusion, carries on the summary to the main content, and proposes the author’s view. Through this research, the author wishes to provide some effective reference and conclusion for benign development of the newspaper advertising industry.更多还原