国际广告文案新论

论文摘要

广告文案,即广告中的语言文字部分,是广告的重要组成部分之一。这是因为,广告文案不仅向消费者传递有价值的信息,而且为消费者诠释了产品或服务的意义和作用。同时,广告文案体现了不同品牌产品或服务的差异性,也体现了企业各自的特点及其企业战略。与其他有关广告文案的文章不同,那些文章一般侧重于广告文案的构成要素或是如何写好文案的方法,而本文则采取新的方式从语言学的角度,包括文体学、功能语言学、应用语言学和语用学,以及国际市场营销方面对广告文案进行了跨学科的研究。在文体学方面,广告文案的语音特点、词法特点、句法特点和语篇特点都进行了分析。本文采用了Halliday的语言元功能理论,从功能语言学的角度对广告文案加以了阐述。广告文案具有多种修辞特征,包括明喻、暗喻、拟人、双关、夸张、重复、谚语、广告文案的节奏和韵律,这些都在广告文案的应用语言学研究部分得以论述。此外,本文还采用Paul Grice的合作原则理论,分析了合作原则的四种模式在广告文案语言中的违反。在对广告文案的语言学研究基础上,本文阐述了国际市场环境对广告文案的影响与作用。这一部分中,影响广告文案的文化因素、国际市场细分以及国际市场调研等都得到了分析。本文不仅对广告主和文案撰稿人,而且对语言学习者都有很大的帮助。关于广告文案的语言学研究以及其在国际市场下的反应为广告主和文案撰稿人提供了强有力的工具。同时,语言学习者可以系统地学习广

论文目录

内容摘要

ABSTRACT

Ⅰ. Introduction

1. The Importance of the Analysis of Advertising Copy

2. The Rationale of the Present Study

3. Sources of Data and Research Methodology

4. The Objectives of the Paper

Ⅱ. The Dimensions of Advertising Copy

1. The Definition of Advertising

2. The Definition of Advertising Copy

3. The Functions of Advertising Copy

4. The Evolution of Advertising Copy

5. The Classification of Advertising Copy

6. The Structure of Advertising Copy

7. The Characteristics of Advertising Copy

Ⅲ. The Linguistic Study of Advertising Copy

1. Linguistic Approaches towards Advertising Copy

2. The Stylistic Features of Advertising Copy

3. Metafunctional Features in Advertising Copy

4. Rhetoric Study in Advertising Copy

5. The Violation of the Cooperative Principle in Advertising copy

6. Rhythm and Rhyme in Advertising Copy

Ⅳ. The Advertising Copy in International Market

1. Cultural Elements

2. Advertising Copy Influenced by International Marketing Perspectives

Ⅴ. Creative Application of Advertising Copy Model

1. Purposes of Advertising Copies

2. Modern Criteria of A Good Advertising Copy

3. The Fundamental Rules of Making an Effective Advertising Copy

Ⅵ. Conclusions

1. Summary of the Study

2. Implications

3. Limitations

4. Hopes for Future Research

REFERENCES

ACKNOWLEDGEMENTS

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标签：广告文案论文; 语言学论文; 国际市场论文; 文化论文; 广告主和文案撰稿人论文; 受众论文;

国际广告文案新论

论文摘要

论文目录

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