“语言变异”在英汉广告语中的应用研究

论文摘要

本文从语音、字体、词汇、语法、语义等层面对语言变异在广告中的应用进行了深入分析,指出语言变异的应用可以极大地增强广告语言的表现力,是广告语言创新力的源泉;在此基础上,文章进一步对语言变异背后人类心理机制进行了挖掘,揭示了语言变异的创新机制;与此同时,文章还对制约语言变异的文化因素及中西方文化的差异进行了一定分析,提出了一些在中英文广告文本中应用语言变异的策略。语言变异是对标准语言的有意违反,是脱离语言常规(linguistic norms)的语言形式。借助具体广告实例,文章对广告语中语言变异的五种主要途径(语音变异、字体变异、词汇变异、语法变异、语义变异)进行了分析。语言变异与语言常规形式之间有一个大体的界限,但是这个界限往往是模糊的、动态的,在某一个语域中被视为语言变异的语言现象,在其他语域中则可能不是语言变异;同时,随着社会的不断发展,某些语言变异会慢慢转化成为语言常式,反之亦然。语言变异之所以能增强广告语言的表现力,必然是在某些方面与人类的认知心理相契合。人类普遍存在求新求异的审美心理,日常语言使语言“自动化”、“惯例化”了,语言使用者很难意识到语言所表现或表达的美学潜势,而语言变异的运用,却通过使语言陌生化,使主题凸显、前景化(foregrounding),从而达到广告语言“引起注意,引发兴趣,诱生欲望,付诸行动”的目的。语言变异是普遍存在的,但语言变异并不是无条件的,它还要受某些文化因素的制约。文章进而从四个方面对中西方文化进行了对比:权威与事实,集体与个体,平稳生活环境与动态生活环境,禁忌语。语言变异的运用不是任意的,需要在遵循目标市场的文化准则下进行。在经济趋向一体化的今天,广告的作用是不言自明的。本文通过对英汉广告语言中各种语言变异形式的应用及其心理渊源、制约因素的探究,希望能够对广告的创作和翻译提供切实可行的建议。

论文目录

• 摘要
• Abstract
• 1 Introduction
• 1.1 Motivation for the Present Study
• 1.2 Methodology of the Research
• 1.3 Organization of the Thesis
• 2 Literature Review
• 2.1 Previous Studies on Advertising Language
• 2.1.1 Definition of Advertising
• 2.1.2 Objectives of Advertising
• 2.1.3 Studies and Findings on Advertising Language at Home and Abroad
• 2.2 Previous Studies on Language Deviation
• 2.2.1 What is Language Deviation?
• 2.2.2 Classification of Language Deviation
• 2.3 Advertising and Language Deviation
• 2.4 Summary
• 3 The Means of Language Deviation in English and Chinese Advertising
• 3.1 Means of Language Deviation in Chinese and English Advertising
• 3.1.1 Phonological Deviation
• 3.1.2 Graphological Deviation
• 3.1.3 Lexical Deviation
• 3.1.4 Grammatical Deviation
• 3.1.5 Semantic Deviation
• 3.2 The Relationship Between Language Deviation and Language Normality
• 3.3 Summary
• 4 Psychological Factors Behind Language Deviation
• 4.1 Foregrounding
• 4.1.1 The Historical Development of the Concept of Foregrounding
• 4.1.2 Language Deviation in Advertising and Foregrounding
• 4.2 Human’s Aesthetic Feeling for New and Unfamiliar Things
• 4.3 Summary
• 5 Cultural Restraints on the Application of Language Deviation and Implications for Chinese Advertising Creation and Translation
• 5.1 A Comparison and Contrast Between Western and Chinese Cultures
• 5.1.1 Fact Emphasis Versus Authority Emphasis
• 5.1.2 Individual Orientation Versus Group Orientation
• 5.1.3 Dynamic Lifestyles Versus Static Lifestyles
• 5.1.4 Taboos
• 5.2 Implications for Chinese Advertising Creation and Translation
• 5.2.1 Implications for Chinese Advertising Creation
• 5.2.2 Implications for Chinese Advertising Translation
• 5.3 Summary
• 6 Conclusion
• 6.1 Summary of the Present Study
• 6.2 Suggestions for Further Study
• Bibliography
• Appendix Advertisements Discussed in the Paper
• Academic Achievements
• Acknowledgements