畅销书名的形式特征考察与语言失范反思——以开卷畅销书榜(2007-2013年)为例

An Observation on Form Feature of the Best Sellers' Titles and Rethink of Their Linguistic Anomie:Take the Best Sellers' List of Kaijuan(2007-2013)as the Example

以开卷畅销书榜单为对象,采用实证研究法和数理统计法对畅销书书名文本的若干形式特征和语用特征进行描写分析,发现4-7字的书名最常见,恰当的音韵、修辞和语气等手段能对图书的营销效果产生有益影响,也与图书的内容、特质相和谐。口语化、长书名和副标题增加以及新奇化、多语码等是作品命名的新趋势,但其中也伴随着一些语言失范的现象。

Basing on the best sellers list of Kaijuan,the paper describes and analyses several formal and pragmatic features by using empirical research method and mathematical statistics.The paper finds out that the title of 4to 7words appears most often,and that the proper phonology,rhetoric and tone helps selling books if they go well with the content of book.The paper also summarises the trend of the best sellers' titles develops in recent years,colloquial,longer,with subtitle,with novelty,and with more kinds of code,which causes linguistic anomie.