【作者】 林芸；

【导师】 屈哨兵；

【作者基本信息】 广州大学 ， 语言学及应用语言学， 2010， 硕士

【摘要】 总体来看,当前对广告语副词的研究还极少,也还极不充分,还存在很多亟需我们加大力度深入探究的问题。本文对广告语中的“副词+品牌词”结构和“突出”义副词“更”这两个问题进行分析和探讨,在广告语副词的研究上进行了一些有益的探索。关于广告语中的“副词+品牌词”结构,本文主要研究两个问题:第一,从语言学和广告学两个角度探讨广告语中“副词+品牌词”结构出现的原因;第二,通过调查广告语中“副词+品牌词”结构的受众接受情况,提出受众准确理解广告语中“副词+品牌词”结构的意义需满足的三个基本条件,然后在此基础上提出广告语中正确高效使用“副词+品牌词”结构的三条基本原则。关于广告语中的“突出”义副词“更”,本文从五个方面对其展开描写,并分析和探讨其在广告语中的独特语用价值。第一,对三则含“突出”义副词“更”的广告语进行个案分析,指出广告语中“突出”义副词“更”的使用能有效地分解并建立和凸显新市场、突出和强调产品的独特功效以及提升、突显和强调品牌内涵。第二,结合受众敏感度调查,对“突出”义副词“更”与副词“尤其”在广告语中的语用效果进行比较,指出由于副词“更”在表示“追加”和“突出”时在比较的基础上显示出很好的连贯性,因此特别适合具备长期发展战略的产品在其广告运动各个阶段的广告语中使用。第三,对广告语中“突出”义副词“更”所在的复句/句群展开研究,主要关注“表里关系”和“单纯形式与非单纯形式”这两个问题。在“表里关系”问题上,指出“更”字广告语中的“更”字复句与“更”字句群里语里递进关系构建的自由性、自主性和灵活性使得“更”字句式在广告语中具有很大的应用空间和挖掘潜力。在“单纯形式与非单纯形式”问题上,指出单纯“更”字句式语义关系的复杂性和可选择性决定了其在广告语中具有相当大的使用价值与开发潜力。第四,从三个角度对广告语中的“突出”义副词“更1”和“更2”进行辨析:语义指向、语用信息和受众敏感度调查。在语义指向上,“突出”义副词“更1”为前指单项副词,“突出”义副词“更2”为后指单项副词。在语用信息上,从主题/述题结构信息、焦点/背景结构信息和已知/新知结构信息三个方面对“突出”义副词“更1”、“更2”广告语做对比分析。基于受众敏感度调查,指出广告语实际运用中更2句的使用多于更1句的主要原因,并提出广告语创作中正确、高效开发运用更1句广告语需要注意的问题。第五,对广告语中的“‘突出’义‘更’+VP”结构与“国家语委语料库”中的“‘突出’义‘更’+VP”结构进行对比分析。主要讨论了广告语中出现的“更+能愿动词+VP”、“更+有+NP”、“更+兼语类VP”、“更+是+NP”以及“更+一般动词+NP”这五类“‘突出’义‘更’+VP”结构。更多还原

【Abstract】 Generally, the current studies on adverbs in advertisement language are few and superficial and lots of topics await intensive and deep study. This thesis makes analyses and research on the“adverb +brand words”structure and the adverb“geng”with the meaning of“prominent”in advertisement language, which constitutes rewarding explorations of adverbs in advertisement language.On the“adverb +brand words”structure in advertisement language, this thesis mainly covers two topics: first, it examines the linguistic and advertising causes of the emergence of the structure; second, by surveying the accepting situation of advertisement audiences towards the structure, this thesis puts forward the three primary conditions for audiences to understand the meaning of the structure correctly, and on the basis of which the three basic principles of using the structure properly and efficiently are advanced.On the adverb“geng”with the meaning of“prominent”in advertisement language, this thesis gives descriptions of it from five respects, analyzes and investigates its unique pragmatic value in advertisement language. First, this thesis makes case studies of three advertisement language cases containing the adverb“geng”with the meaning of“prominent”. It is pointed out that the use of the adverb“geng”with the meaning of“prominent”in advertisement language could effectively divide, establish and stress the new market, emphasize the distinctive functions of the product, and promote and manifest the implications of the brand.Second, in the light of the survey on the audiences’sensitivity, this thesis makes a comparison of the pragmatic effects in advertisement language of the adverb“geng”with the meaning of“prominent”and the adverb“youqi”. It is propounded that because the adverb“geng”shows good coherence on the basis of comparison when expressing“to supplement”and“prominent”, it is especially suitable to be used in the advertisement language of all the stages of an advertising campaign of a product which has long-term development strategies.Third, this thesis carries out research into the compound sentences/sentence groups in advertisement language in which the adverb“geng”with the meaning of“prominent”lies. The research focuses on“the relationship between the outside and the inside”and“the simple form and the complicated form”. On“the relationship between the outside and the inside”, this thesis holds that the freedom, the subjectivity and the flexibility of establishing the inside progress relationship in the“geng”compound sentences/sentence groups in advertisement language provide huge application space and tapping potential for using the“geng”sentence in advertisement language. On“the simple form and the complicated form”, this thesis advances that the complexity and the selectivity of the semantic relationship of the simple“geng”sentence determine that it has rather high use value and development potential in advertisement language.Fourth, this thesis discriminates between the adverb“geng1”and“geng2”with the meaning of“prominent”in advertisement language from three angles: semantic direction, pragmatic information and the survey of the audiences’sensitivity. On semantic direction,“geng1”is forward directed to a single item, while“geng2”is backward directed to a single item. On pragmatic information, comparisons of“geng1”and“geng2”advertisement sentences in respects of topic/comment, focus/background and given information/ new information are made. In view of the survey of the audiences’sensitivity, this thesis puts forward the main reasons why the“geng2”sentences are more than the“geng1”sentences in advertisement practice as well as the notices on developing and utilizing the“geng1”sentences correctly and efficiently in advertisement language creation.Fifth, this thesis makes a comparative analysis of the“geng (with the meaning of‘prominent’) +VP”structure in advertisement language and the“geng (with the meaning of‘prominent’) +VP”structure in The National Language Committee of China’s“The General Corpus of Chinese”. The comparative analysis concerns the structures of“geng + modal verb + VP”,“geng + you + NP”,”geng + subjective-object VP”,“geng + shi + NP”and“geng + general verb + NP”.更多还原