称名词与表征词——广告语言名性词种研究

Designating Words and Token Words——On the Kind of Nouns of Advertising Language

文章从称名和表征两个角度讨论了广告语言中名词词种的诸种表现。共四部分 ,首先对词种及名性词种进行界定与划分 ,第二讨论称名词 ,分析商品名称词的类名表现的基本类型和品牌名意义获取的基本途径及在广告语言中的表现方法 ;第三讨论表征词 ,分析了广告语言中表征词意义系统的获取与开发可能及相关表现 ,列举分析了几类重要的表证词 :场景词、质项词、症象词、结果词、格品词 ;

This paper discusses advertising language from the point view of name and token. Firstly, the paper carves up the kind of nouns of advertising languge; secondly, it analyzes the kind of trade name and passes that brand gets the meaning; thirdly, it studies how to obtain and open up the meaning system of token words of advertising language and analyzes scene words, quality words, disease words, result words, class words; and finally, a brief summary.