广告语言谱系研究的基本思路及个案推演

Pedigree of Advertising Language and a Case Study

本文讨论广告语言谱系的建设问题。第一部分分析制约广告语言谱系的四种力量,分别来自商品本身功能与品质的导引、潜在消费者的选弃意识、既往广告语言的实践以及自然语义世界的调节。第二部分讨论广告语言谱系的研制流程,第一步是确立谱系建设的对象,第二步是进行谱系成员的整理分拣,第三步是谱系的评估与开发服务。第三部分进行酒类广告语言的谱系建设框架个案推演。

This article mainly discusses the categorization of the pedigree of advertising language.the first part analyzes the four elements controlling the pedigree of advertising language,such as the guiding properties by the commodity function and quality;the psychology of choosing and abandoning;the practice from the past advertising language and the adjustment mechanism from the basic meaning of the characteristic advertisement vocabulary.The second part looks into the process of developing the pedigree of advertising language：the first step is to confirm the object of investigation in the construction of the pedigree;the second step is to arrange the relevant contents and to classify them;and the last step is the evaluation and the development of the pedigree.The paper also elaborates on the working of the special case about the pedigree of advertising language in wine industry.