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
本文旨在通過對廣告口號的語言分析總結出廣告口號語在詞法、句法以及修辭上的語言特點。為了使研究從資料出發得出科學結論，本文作者建立了1個擁有70篇各類廣告口號的小型語料庫。希望通過對此語料庫中各種型別廣告的.深入細緻的分析，總結出廣告口號語的語言特點。本文的主題部分包括4個部分，第1部分是闡述廣告以及廣告口號語的定義，中間3個部分為本文核心，分別分析了廣告口號語在詞法、句法、修辭3個方面的語言特點。廣告語言是1種區別於其他語言的特殊語言，而廣告口號語的語言又是廣告語言的核心部分。不同的廣告，不同的顧客，這篇論文通過對不同廣告口號語的特點分析希望可以使廣告口號語的創造者們能夠創造出更吸引人的廣告。
關鍵詞：廣告、口號語、詞法、句法、修辭
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