论文题目：社会文化视角下汽车广告语的变迁研究
摘要：语言是一面镜子,映射社会的影子,它与纷繁复杂的社会有着纵横交错的联系,并不时地受到存在于语言本身之外的社会诸要素的制约,而文化是其中最深刻、最强烈、最广泛的制约因素。在缤纷的语言世界里,广告语是最活跃的一部分,它最贴近日常生活,因而更容易被观察并加以研究。语言与社会文化的互动关系是文化语言学的重要议题。社会文化互动论指出语言不仅是社会的产物,它还能够影响人的心理及行为方式,进而影响社会文化的发展方向。它还提出了分析语言的三种方法:文化背景考察法、文化心理解释法以及语言符号解析法,本文以此为基础,选取了近16年《中国广告年鉴》和《汽车导购》上218条汽车广告语作为研究对象进行分析,以探讨这些广告语在语音、词汇和诉求上的发生变化。本文首先介绍了社会文化的相关概念以及广告语变迁的国内外研究进展,然后从广告语的语言结构、广告语诉求以及广告语同社会文化的交互性三个方面分别进行了探讨。在广告语言结构方面,本文首先从语音方面探讨了广告语在音节、节奏和韵律上的变迁情况。其次,从词汇方面探讨了广告语中“车”的语义变迁以及广告语中修饰词和称谓词使用情况的变迁。在广告诉求方面,本文分析了广告语中感性诉求和理性诉求的变化情况。在广告语和社会文化交互性方面,本文探讨了民族文化、制度文化和大众文化变迁对广告语的影响以及广告语变迁对文字使用、消费文化和社会伦理上造成的影响。本研究综合了语言学、广告学和文化学的相关认识对汽车广告语的变迁情况进行了分析,为广告语的研究注入了新的活力。此外,本研究也为广告制作提供了参考借鉴。
关键词：社会文化;汽车广告语;变化
学科专业：外国语言学及应用语言学
摘要
abstract
Chapter 1 Introduction
1.1 Background
1.2 Research Questions and Significance
1.3 Methodology
1.4 Structure of the Thesis
Chapter 2 Literature Review
2.1 Definition of the Relevant Concepts
2.1.1 Culture
2.1.2 Advertising language
2.2 Overview of Advertising Language Research
2.3 Overview of Language Change
Chapter 3 Theoretical Framework
3.1 Interaction between Language and Culture
3.2 Sociocultural Interaction Theory
3.3 Methods of Sociocultural Study
Chapter 4 Changes in Linguistic Forms of Automobile Advertisements
4.1 Phonetic Changes in Automobile Advertisements
4.1.1 Change of the Syllable in Automobile Advertisements
4.1.2 Change of the Rhythm in Automobile Advertisements
4.1.3 Change of the Rhyme in Automobile Advertisements
4.2 Vocabulary Changes in Automobile Advertisements
4.2.1 Semantic Change of"car"in Automobile Advertisements
4.2.2 Change of Modifiers in Automobile Advertisements
4.2.3 Change of Appellation in Automobile Advertisements
Chapter 5 Changes of Automobile Advertisements in Appeals
5.1 Change in Rational Appeals
5.1.1 A Change in Gasoline-Saving Appeal to Environmental Protection Appeal
5.1.2 A Change in Speed Appeal to Safety and Comity Appeal
5.2 Change in Emotional Appeals
5.2.1 A Change in Wealth and Status Appeal to Family Appeal
5.2.2 A Change in Personality Appeal to Self-Value Appeal
Chapter 6 Interactive Impact of Automobile Advertising Language and Sociocultural Change
6.1 Impact of Sociocultural Change on Automobile Advertising Language
6.1.1 Impact of Ethnic Cultural Change on Automobile Advertising Language
6.1.2 Impact of National Cultural Change on Automobile Advertising Language
6.1.3 Impact of Mass Cultural Change on Automobile Advertising Language
6.2 Impact of Automobile Advertising Language Change on the Socioculture
6.2.1 Impact of Automobile Advertising Language Change on Character Usage
6.2.2 Impact of Automobile Advertising Language Change on Consumption Culture
6.2.3 Impact of Automobile Advertising Language Change on Ethic Culture
Chapter 7 Conclusion
7.1 Major Findings
7.2 Limitations
7.3 Outlooks
Bibliography
Appendix Ⅰ
Acknowledgements
个人简介