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Please use this identifier to cite or link to this item: http://ir.ncue.edu.tw/ir/handle/987654321/10505

Title: 反覆形式之廣告標語研究
A Study of the Reiterative Style in Advertising Slogans
Authors: 張慧美
Contributors: 國文學系
Keywords: 廣告標語;反覆形式
Advertising slogans;Reiterative style
Date: 2005-12
Issue Date: 2012-05-23T06:11:11Z
Publisher: 國立彰化師範大學國文系
Abstract: 本文以廣告文案中的形式反覆現象為研究對象。廣告是工業設計、商品行銷、政治宣傳等領域關注的焦點,更是廣告主與一般大眾作簡易溝通的生命線。文案的撰寫是其樞紐,涉及語言風格運用(包括語音、詞彙、語法)以及消費者語用心理的揣摩。本文嘗試從所收集來的96條反覆形式的廣告標語中,首先按照不同的反覆成分之內部結構方式加以區分,共分為六類:(1)主謂結構反覆(2)偏正結構反覆(3)動補結構反覆(4)動賓結構反覆(5)謂語反覆(6)前後反覆出現的廣告標語。接著統計它們出現之次數與百分率。結論是:主謂結構反覆出現最多,共有41個例句,約占全部的42.7%。其次是偏正結構反覆出現的廣告標語共有23個例句,約占全部的24%。再其次是前後反覆出現的有16個例句,約占全部的16.7%。動賓結構反覆出現的有7個例句,約占全部的7.3%。謂語反覆出現的有6個例句,約占全部的6.3%。動補結構反覆出現的廣告標語只有3個例句,約占全部的3.1%。
This essay is a study of the reiterative style in advertising copy. Advertisement is the key to fields such as industrial design, the marketing of goods, and political propaganda. It also forms a simple communications lifeline for businessmen concerned with advertisement and the public. The entire enterprise revolves around the way advertising copy is written, a task which involves both linguistic style (including speech sounds, lexicon, and grammar) and study of the linguistic psychology of consumers. This essay first divides a collection of 96 advertising slogans in reiterative style into 6 categories according to differences in the internal structure of the reiterated portion: (1) subject-predicate structural reiteration; (2) partial structural reiteration; (3) verb complement reiteration; (4) verb object reiteration; (5) predicate reiteration; (6) forward and backward reiteration. I then calculate their frequency and percentage. The conclusion is that subject–predicate reiteration appears most commonly of all. There are 41 example sentences for it, about 42.7% of the total. The second most common is partial structural reiteration. There are 23 example sentences, about 24% of the total. The third is forward and backward reiteration. There are 16 example sentences, about 16.7%. There are 7 examples of verb object reiteration, about 7.3%. There are 6 examples of predicate reiteration, about 6.3%. Finally, there are only 3 examples of verb complement reiteration, about 3.1% of the total.
Relation: 國文學誌, 11: 513-526
Appears in Collections:[國文學系] 期刊論文

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