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英文平面廣告中的言語配置問題探究

時間:2019-06-15 14:24作者:劉曉靜
本文導讀:這是一篇關于英文平面廣告中的言語配置問題探究的文章,本文旨在探討英文平面廣告語中的言語配置及其產生的效用,并揭示了廣告語言的經濟特性。本文在豐富語言經濟學相關理論的同時,也為英文平面廣告語的研究提供了新的理論視角。
  摘 要
  
  經濟學家亞當·斯密曾經說過,人類的交易活動是需要語言的,語言的存在使市場交換和交易行為成為可能。由此可以看出,作為人類活動和社會交換中必不可少的工具,語言是具有經濟價值的,這也是關于語言的最早的經濟描述。20世紀初期逐漸興起的人力資本理論、教育經濟學和信息經濟學為語言經濟學的產生及發展奠定了理論基礎。1965 年,信息經濟學家馬爾薩克首次提出語言經濟學這一跨學科理論,他提出語言作為社會交換的工具,其具有與其他資源一樣的經濟特性,即價值、效用、成本和收益,對于這四個方面的分析及其相互關系的探討已成為語言經濟學研究的主要內容,語言經濟學研究就此拉開了序幕。該理論主要涉及經濟學與語言學科,從經濟視角研究語言問題,即采用經濟學的概念、方法和模型來重新審視語言現象,分析研究語言相關問題,為語言學的研究提供了一個新方向。
  
  從語言經濟學的角度出發,本文對英文平面廣告中的言語配置做了較深入的探討與分析。首先作者通過案例分析法對具體的廣告案例進行分析,展示了其所選用廣告詞產生的效用;其次通過定性分析基于語言經濟學理論對英文平面廣告語中的語言經濟特性展開討論。本文的分析框架是基于馬爾薩克提出的語言的四個經濟特性,即價值、成本、效用及收益;論文分析的理論依據是語言學中的合作原則與省力原則。本文擬研究的問題有以下幾個方面:一是從語言經濟學的角度出發,探討平面廣告中的語言配置是如何影響消費者決策的;二是如何通過配置語言才能實現廣告語言的最佳效果。

英文平面廣告中的言語配置問題探究
  
  總之,本文旨在探討英文平面廣告語中的言語配置及其產生的效用,并揭示了廣告語言的經濟特性。本文在豐富語言經濟學相關理論的同時,也為英文平面廣告語的研究提供了新的理論視角。此外,本文依據語言經濟學這一相對較新的理論視角,將語言經濟學與平面媒體廣告語言的設計融合在一起,分析在經濟原則制約下的廣告語創作,探討如何以最小的語言投入實現最優化的亦即最經濟的言語效果,從而希望能為廣告設計工作者提供一個新方向,使廣告語言更好的實現其經濟價值。最后,希望本文給讀者帶來些許啟發,為語言經濟學的進一步發展奠定基礎。
  
  關鍵詞:  語言經濟學;言語配置;英文平面廣告語。
  
  Abstract
  
  Economist Adam Smith suggests that the appearance of language makes it possible for market exchange and transactions since trading behaviors requires language in human society, which is the earliest economic description of language.Based on this point, language also has economic value as an indispensable tool in the process of human activities and social exchange. The emerging theories of humancapital and education economics in 20 th century built the theoretical foundation for the development of language economics. In 1965, the information economist Marschakfirst put forward the interdisciplinary theory of language economics, and he proposed that language has the same economic features as other resources, that is, value, utility,cost and benefit. The analysis and discussion focusing on these four aspects have become the main contents of language economics research. This brand-new theory crosses economics and linguistics, which aims to explore the language phenomena with the help of economic concept and methodology, and it also provides a new direction for the study on linguistics.
  
  From the perspective of language economics, this paper analyzes the language collocation as well as its effectiveness in English print advertising. First of all, the author uses the method of case analysis to discuss specific advertising examples and demonstrates the effectiveness of language in print advertisement. Meanwhile, based on the theory of language economics, this paper attempts to reveal the economic characteristics of advertising language by means of qualitative analysis. The analytical framework of this paper is based on the four economic features proposed by Marschak, namely, value, cost, utility and benefit. Besides, the main theories applied in the process of this study are the Cooperative Principle and the Principle of Least Effort. There are two questions involved in the paper, the first question is to explore how the language in print advertisement influence the purchase decision of consumers from the perspective of language economics, another is to reveal that what language collocation can realize the best effect of persuasion in print advertisement.
  
  In a word, this paper aims to explore the language collocation and its effect in English print advertising, and to reveal the economic characteristics involved in advertising language. This study not only enriches the relevant theories of language economics but also offers a new theoretical perspective for the research of English print advertising. In addition, based on the new perspective of language economics, the author combines language economics with the creation of print advertising language and discusses the restriction of economic principles in the process of advertising production. Meanwhile, this paper explores how to realize the optimal speech effectiveness at the price of the minimum language input, in hope of providing a new angle for the advertisers and achieving better economic value of language. At last, the author tries to bring some enlightenment to readers especially to the researchers who are interested in language economics, which will be helpful for the further development of this new theory.
  
  Key words: 
 Language Economics; Language Collocation; English PrintAdvertising。
  
  Chapter One Introduction
  
  As a special discourse, advertisement can produce profits for company with the help of collocating language in a proper way, thus the study on advertising language has drawn much attention from scholars in the fields of both advertising and linguistics. Therefore, many researches have been carried out to explore the methods of increasing sales volume by advertising language. However, most scholars attach more importance to the relevant studies based on the theory of pragmatics, and the point of economic language is barely involved in their studies, which is a brand-new theory analyzing language issues in economic way. This paper will discuss the language in print advertisement from the perspective of economic language.
  
  1.1 Background of the Research。
  
  The economist Adam Smith suggests that language is necessary in the transaction of human and the appearance of language makes it possible for marketing change and business activity, which is regarded as the earliest description for language from the point of economics. The origin of language economics can date back to 1965, Jacob Marschak put forward the economic features of language to explore the most effective communication system, which brings a new research direction for the relationship between language and economics. Since then a series of researches on language phenomena have been conducted from the perspective of language economics. The new theory was introduced into China by linguist Xu Qichao in 1999 and then many domestic scholars begin to devote themselves to the relevant studies.
  
  Along with the rapid development of modern internet, people pay more and more attention on the emerging multimedia and the studies on advertisement also mainly choose the multimedia advertising as their research objects instead of the print ones such as magazines and newspapers. As one of the traditional medium, print advertisement relies more on its language or picture while the multimedia can be represented by colorful animation and music. However, print medium has its distinctive advantages, for instance, it is easy to get and read without the limitation of device or time, and it can be reserved for repeated review as well as it cost less compared with multimedia, meanwhile the importance of language in advertising makes it win the research interest from linguists.
  
  The research on advertising language has been carried out from various perspectives and a large number of achievements have been made within the pragmatics, rhetoric, phonetics and so on. This paper mainly focuses on the practical application of language in advertising from the perspective of language economics which aims to reveal the relationship between language and economics, in hope of providing some suggestions for the further development of advertising career.
  
  1.2 Significance of the Study。
  
  It is of great significance to conduct the analysis on language in print advertisement from the view of language economics, and the significance of this paper can be demonstrated from two aspects, the theoretical significance and practical significance.
  
  1.2.1 Theoretical Significance。
  
  The language economics is an emerging interdisciplinary theory including both economics and linguistics, and it attempts to explain the language phenomena with economic theories and methodology. Since the brand-new theory was put forward in 1965, many achievements have been accomplished by scholars from various fields,however there is not a clear and accurate framework to conduct the relevant research systematically. This paper analyzes language collocation in print advertisement from the perspective of language economics instead of the traditional linguistic points such as the pragmatics, which not only helps to enrich the theory framework of language economics but also offers a new theoretical perspective for the further study of advertising language. Based on the views of pragmatics, the characteristics of advertising language have been widely analyzed while its economic features, that is,the value, cost, utility and benefit have barely been discovered. In a word, the theoretical significance of this study is mainly represented by using economic ways to discuss the language of advertisement.
  
  1.2.2 Practical Significance。
  

  As the main publicity of product or enterprise, advertising is used to increase sales volume and make profits for company. The functions of advertisement lie in not only satisfying the consuming needs of consumers but also playing an important role in the process of guiding people’s consuming behavior and then changing their purchase decision. The persuasion function of advertisement will be achieved by collocating language in the optimal way because a single word can also generate much effect for the promotion from the perspective of consumer psychology. There exists a close relationship between economics and advertising language, to be specific,the language of advertisement can affect sales volume or profit and at the same time,it is also restricted by economic principles considering the cost involved in publicity.
  
  Therefore, this paper explores how to collocate language in advertisement to achieve the most effective promotion for product from the point of four economic featuresembodied in language, in hope of providing some suggestions for advertisers and helping them to design advertisement in a more effective and successful way.
  
  1.3 Research objectives and research questions。
  
  The paper applies the method of case analysis to analyze the language in print advertisement based on the theory of language economics, which aims to reveal the economic thoughts involved in language in hope of achieving the optimal result,namely, to gain maximum efficiency at the price of minimum cost. In summary, the main objective of this paper is to explore the optimal collocation of advertising language that can produce benefit for an enterprise.
  
  In addition, the writer brings a general introduction about the basic ideas of language economics, as an emerging interdisciplinary subject, it is of great value to conduct further research on language issues from the perspective of language economics. However, this theory is not so popular within the relevant research fields that many scholars are not familiar with it, thus this paper attempts to persuade more students and researchers to join the research to promote the theoretical framework of language economics.
  
  The basic function of advertisement lies in introducing and selling products, thus the standard of evaluating an advertisement is to examine whether the advertisement brings some economic benefits to the enterprise or builds up the brand image. Based on this view, it can not be regarded as a successful advertisement if it fails to produceeconomic benefits even if the language of advertisement is exquisite and graceful. As we all know, some companies choose to invest in the public service advertising to build a sense of responsibility for themselves, so the public service advertising takes an important part in the print advertisement as well. The public service advertising is a sort of special advertisement that pays attention to convince people to accept their social responsibilities not to obtain the economic benefits, such as protecting nature and animals, caring for the elder and children and other obligations as a participant in the world. From this point of view, the public service advertising is also selling things and its product is social responsibility. Different from multimedia advertisement, the expression of print advertisement is relatively simple, which mainly depends on its language or pictures to convey the ideas involved in the product. Therefore, it can be said that the advertising language takes a particular and important role in the print media. Generally speaking, most of the print advertisements are tend to apply pictures to convey the information that they hope their customers to accept, and from this view,the pictures can be regarded as a special language in print advertisements. The following two questions will be addressed in the study:
  
  1. How does the language in print advertisement influence the effect of advertising from the perspective of language economics?
  
  2. What language collocation can realize the best effect of persuasion in print advertisement?
  
  Focusing on the two questions, this paper takes some English print advertisements as examples and then analyzes how advertising language affect the final decision of consumers in detail in terms of language economics and other related theories as well.
  
  【由于本篇文章為碩士論文,如需全文請點擊底部下載全文鏈接】
  
  1.4 Structure of the Thesis
  
  Chapter Two Literature Review

  
  2.1 Previous Studies on PrintAdvertisement
  2.1.1 Studies on PrintAdvertisement Abroad
  2.1.2 Studies on PrintAdvertisement at Home
  2.2 Previous Studies on Language Economics
  2.2.1 Studies on Language Economics Abroad
  2.2.2 Studies on Language Economics at Home
  
  Chapter Three Theoretical Framework
  
  3.1 Language Economics
  3.1.1 Definition of Language Economics
  3.1.2 Basic Researches on Language Economics
  3.2 Relevant Theories
  3.2.1 The Cooperative Principle
  3.2.2 The Principle of Least Effort
  
  Chapter Four Methodology
  
  4.1 Research Methods
  4.2 Research Procedure
  4.3 Data Collection
  
  Chapter Five DataAnalysis and Discussion
  
  5.1 ValueAnalysis of Language in the Print Advertisement
  5.1.1 Use Value of Language
  5.1.2 Non-use Value of Language
  5.2 CostAnalysis of Language in the PrintAdvertisement
  5.2.1 Explicit Cost of Language
  5.2.2 Time Cost of Language
  5.3 UtilityAnalysis of Language in the PrintAdvertisement
  5.4 Benefit Analysis of Language in the PrintAdvertisement
  5.5 Failure CaseAnalysis in the PrintAdvertisement
  
  Chapter Six Conclusion
  
  6.1 Research Findings
  6.2 Implications of the Study
  6.3 Limitations of the Study

  6.4 Suggestions for the Further Studies

  In light of the limitations of this paper, the writer provides some suggestions in hope of making a reference for the further studies.

  First of all, more data and cases should be collected to generate a more convincing thesis. Besides, the standard of assessment for excellent advertisement can be more accurate and objective to make sure high quality of the study. In addition, the comparison can be discussed in analysis to enrich the structure of paper, for example,the writer can applied some contrasts between English and Chinese advertising language to explore the different mechanism of languages.

  As for the disadvantage of the theory itself, there is no better solution except to review more authoritative literature achieved by researchers and summarize the general ideas of language economics in own opinion. Meanwhile, the research scope involved in this theory can be further expanded, for example, the study on language planning and policy are worth carrying out in the future.

  In conclusion, this paper provides some innovative ideas of advertising language from the perspective of language economics, which hopes to generate some enlightenment to both researchers and advertisers. The theory of language economics has the promising prospect and it will accomplish more achievements in the further development.

  Bibliography

  Appendix

  Acknowledgements

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