导　　师： 屈哨兵

学科专业： 050102

授予学位： 硕士

作　　者： ;

机构地区： 广州大学

摘　　要： 随着果汁饮料在中国市场上的兴起，大量的果汁饮料广告语言涌入我们的生活。然而商品同质性随着时间的推移不断加强，果汁饮料产品之间的差异也就显得极为重要了。 众所周知，广告语言是消费者了解商品信息的重要手段，因而，可以说广告语言是果汁饮料产品差异展现的重要平台，其中，名性词语的影响更是不容忽视。但是，目前对于果汁饮料广告语言中的名性词语的研究很少，且都不够系统、细致。因此，本文以果汁饮料广告语言中的名性词语为研究对象，采用统计，分析，归纳，问卷调查等方法，力图构建一个具有参考价值的果汁饮料广告的名性词语谱系，不仅对名性词语的语义变化类型、方式及其原因进行探讨，还对名性词语和广告诉求点之间的关联模式及其模式的成因进行了深入研究。 本文创新之处在于：果汁饮料广告语言中的名性词语谱系的构建，广告语言中名性词语的语义变化研究，以及名性词语和广告诉求点之间的关联模式分析等。希望本文的研究能够对果汁饮料广告语言的创作与设计起到一定的借鉴作用。 With the rising of fruit and vegetable juice in chinese maket，the influx of juiceadvertising languages into our life. With the passage of the time, the homogenizationof commodities is strengthening, so the differences between the products of juicebecome extremely impotant. As everyone knows, advertising language is an important means for consumerswho want to konw goods information. Therefore, juice products differences are shownin advertising languages which are important plantform. In advertising languages, theeffect of the noun vocabulary cannot be ignored. But the studies on the nounvocabulary of juice advertising languages are few, and are not systematic andmeticulous. Then, this dissertation focus on the study of the noun vocabulary of juiceadvertising languages, trying to make a noun vocabulary pedigree with referencevalue by means of statistics, analysis, induction and questionnaire survey. Not onlydicuss forms and ways and causes of the semantic changes，but also the correlationmodes and couses of advertising appeals and the noun vocabulary in juice advertisinglanguages. In the studies, the new ideas brought forth are as follow: the establishment of thenoun pedigree of juice advertising languages, the semantic changes of the nounvocabulary in juice advertising languages, and the collocation mode of advertisingappeals and the noun vocabulary of juice advertising languages. Hope the studies canplay a certain reference role in advertisement creation and design.

关 键 词： 名性词语 谱系 语义变化 广告诉求点 关联模式

分 类 号： [H146]

领　　域： [语言文字]