發(fā)布時(shí)間：2018-03-29 10:24

  本文選題：詞匯選擇　切入點(diǎn)：文化　出處：《重慶大學(xué)》2012年碩士論文

【摘要】：廣告是經(jīng)濟(jì)發(fā)展的產(chǎn)物。隨著商品經(jīng)濟(jì)的不斷發(fā)展，各式各樣、種類(lèi)繁多的商品相繼打入市場(chǎng)，商品間的競(jìng)爭(zhēng)可謂是空前激烈。在眾多同類(lèi)產(chǎn)品中，如何能讓自己的產(chǎn)品脫穎而出、力壓群雄，就成了各廠商最關(guān)心的問(wèn)題。正是在這樣的大壞境下，以宣傳為目的的廣告迅速發(fā)展起來(lái)。 好的廣告能夠突出產(chǎn)品的性能及特點(diǎn)，讓消費(fèi)者了解到產(chǎn)品與眾不同的優(yōu)勢(shì)；好的廣告能拉近產(chǎn)品與消費(fèi)者的距離，贏得他們的好感與信賴；好的廣告能傳遞品牌的精神，激發(fā)人們內(nèi)心深處的渴望與追求，建立品牌與消費(fèi)者之間難以割舍的精神紐帶。而一則好的廣告，除了要考慮產(chǎn)品本身的特點(diǎn)及廣告的宣傳目的外，還必須與文化特點(diǎn)、民族特點(diǎn)、語(yǔ)言本身的特點(diǎn)相結(jié)合。 廣告語(yǔ)言屬于語(yǔ)言的一種表達(dá)形式。各國(guó)語(yǔ)言的產(chǎn)生都與本國(guó)地理環(huán)境、習(xí)俗、文化等因素密不可分。而廣告語(yǔ)言也是語(yǔ)言的一部分，它必然擁有一般語(yǔ)言的共性—即，受本國(guó)的地理環(huán)境、習(xí)俗、文化的影響。 本論文在收集了大量頗具代表性的中日廣告詞的基礎(chǔ)上，以單詞為基本單位，進(jìn)一步將廣告詞進(jìn)行分解，從中找出外來(lái)語(yǔ)、形容詞、名詞、副詞進(jìn)行歸類(lèi)并分析、總結(jié)他們的特點(diǎn)。在此基礎(chǔ)上，從外來(lái)語(yǔ)、形容詞、名詞、副詞四個(gè)方面，，研究中日兩國(guó)廣告在詞匯選擇方面的異同點(diǎn)，并從詞匯出發(fā)，探究中日兩國(guó)在文化、習(xí)俗等方面的特點(diǎn)。希望在國(guó)際貿(mào)易日益頻繁的今天，本論文能對(duì)中國(guó)企業(yè)的異文化宣傳有一定借鑒意義。
[Abstract]:Advertising is the product of economic development. With the continuous development of the commodity economy, a wide variety of goods have entered the market, the competition between commodities is unprecedented fierce. How to make their products stand out from the crowd has become a major concern of all manufacturers. It is in such a bad situation that advertising for the purpose of publicity has developed rapidly. Good advertisements can highlight the performance and characteristics of products, and let consumers understand the unique advantages of products; good advertisements can narrow the distance between products and consumers and win their goodwill and trust; good advertisements can convey the spirit of the brand. A good advertisement must not only consider the characteristics of the product itself and the purpose of advertising, but also with the characteristics of culture, which can not only stimulate people's deep desire and pursuit, but also establish a spiritual bond between the brand and the consumer, and a good advertisement should not only consider the characteristics of the product itself and the purpose of the advertisement, but also the cultural characteristics. National characteristics, the characteristics of the language itself. Advertising language is a form of expression of language. The emergence of national languages is closely related to their geographical environment, customs, culture and other factors. Advertising language is also a part of the language, it must have the common features of the general language, that is, Influenced by the country's geographical environment, customs, and culture. On the basis of collecting a large number of representative Chinese and Japanese advertising words, this paper further decomposes the advertising words and finds out the foreign words, adjectives, nouns and adverbs for classification and analysis, taking the words as the basic unit. On this basis, from four aspects of foreign words, adjectives, nouns and adverbs, this paper studies the similarities and differences between Chinese and Japanese advertisements in terms of lexical choice, and explores the culture of China and Japan from the perspective of vocabulary. It is hoped that, with the increasing international trade, this paper can be used for reference in the promotion of different cultures of Chinese enterprises.
【學(xué)位授予單位】：重慶大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類(lèi)號(hào)】：H36;H152

【共引文獻(xiàn)】

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本文編號(hào)：1680717