广告用语不规范现象探析

论文编号:HY165  论文字数:9642,页数:13

 摘   要
 广告业在近十几年的时间里得到长足的发展，从九十年代初以来，企业商家每年投入广告的费用大幅增加。然而在语言文字使用上却出现了一些问题，如滥用谐音双关语，存在各种语病，等等。这些问题是广告语刚刚开始兴起，专家学者们在推动广告语发展时所未能预料到的，而它们在不同程度上对语言的规范化产生了负面影响。本文对常见的几种广告用语不规范现象进行了简单分析，并提出了一些可行的对策。
 
 关键字：广告语言；规范 ；谐音双关语；成语
 
 Abstract
 During the last decades the Advertisement business has experienced rapid growth and evolution. Since the beginning of 90s the Advertising companies have been continuing investing more and more money. However it came across some problems, such as the improper using of partial tone, punning, grammatical mistakes, and so on. These are the problems which could not be predicted by the experts, when the Advertisement was just about to rise, but it still has some sort of negative effects on the standardization of the advertising language in different levels. This paper analyzes some of the common phenomena which are made by the lack of standardization of the advertising language, and gives a suitable way to improve them.
Key words：advertising language；norm ；symphonic punning；idiom
目   录
 前言 4
 
 第一章有关广告语言的管理规定 4
 
 第二章 广告语言中存在的不规范问题及简要分析 5
 
(一)滥用外文 5
 
（二）滥用谐音双关语 6
 
（三）存在各种语病 8
 
（四）用字错误 9
 
（五）使用表示“最好、最高”义的词语 9
 
 第三章 改善广告用语不规范现象的对策 10
 
（一）加强对广告言字使用的研究 10
 
（二）讲究语言艺术，不忘诚信健康 11
 
 结   论 12
 
 参考文献 13
 
 致   谢 14

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