發(fā)布時(shí)間：2018-10-13 18:28

【摘要】：現(xiàn)代社會(huì)是一個(gè)信息的世界,廣告是信息時(shí)代一個(gè)重要的社會(huì)現(xiàn)象。國(guó)家經(jīng)濟(jì)的發(fā)展,企業(yè)間的競(jìng)爭(zhēng),人民的日常生活都和廣告產(chǎn)生了愈來(lái)愈密切的聯(lián)系。在中國(guó),形式多樣、內(nèi)容豐富的電視廣告語(yǔ)言既繼承了漢語(yǔ)的優(yōu)點(diǎn),又根據(jù)漢語(yǔ)特點(diǎn)產(chǎn)生了種種變異。電視廣告語(yǔ)正潛移默化地改變著人們使用漢語(yǔ)的一些習(xí)慣。來(lái)華留學(xué)生在中國(guó)學(xué)習(xí)漢語(yǔ)期間也因看電視而或多或少地受到漢語(yǔ)電視廣告語(yǔ)的影響,特別是漢語(yǔ)水平處于中高級(jí)的來(lái)華留學(xué)生。他們經(jīng)過(guò)初中級(jí)階段系統(tǒng)地學(xué)習(xí),已經(jīng)掌握了大量的詞匯和語(yǔ)法知識(shí),能比較流利地進(jìn)行漢語(yǔ)交流,因此,他們更愿意將日常生活中聽到、看到的漢語(yǔ)詞語(yǔ)用到日常交際當(dāng)中。所以,筆者認(rèn)為我們應(yīng)對(duì)漢語(yǔ)電視廣告語(yǔ)在來(lái)華留學(xué)生漢語(yǔ)學(xué)習(xí)中的作用引起重視。 為直接獲取更真實(shí)的研究資料,筆者向我國(guó)的北京、上海、重慶、哈爾濱、西安、福州、廈門、昆明、廣州等15個(gè)城市的高校共發(fā)放99份問(wèn)卷,回收有效問(wèn)卷96份。調(diào)查對(duì)象為漢語(yǔ)水平處于中高級(jí)的來(lái)華留學(xué)生,他們所學(xué)的專業(yè)分布在各個(gè)領(lǐng)域,比如漢語(yǔ)教育(含漢語(yǔ)國(guó)際教育碩士、華文教育、對(duì)外漢語(yǔ))、工商管理、計(jì)算機(jī)工程、財(cái)政學(xué)、醫(yī)學(xué)等,以及一部分還在漢語(yǔ)進(jìn)修班學(xué)習(xí)漢語(yǔ)的學(xué)生。根據(jù)調(diào)查問(wèn)卷中來(lái)華留學(xué)生較喜愛的漢語(yǔ)電視頻道統(tǒng)計(jì)結(jié)果,筆者將排名前四位的電視頻道CCTV1、湖南衛(wèi)視、CCTV4和CCTV5在2010年播出的漢語(yǔ)電視廣告語(yǔ)作為本文的主要語(yǔ)料,同時(shí)借鑒前人的研究成果從漢語(yǔ)電視廣告語(yǔ)的內(nèi)涵、組成部分和構(gòu)成要素確定本文研究的范圍;從語(yǔ)音、詞匯、句法、修辭四個(gè)方面來(lái)分析漢語(yǔ)電視廣告語(yǔ)的一般語(yǔ)言特征;從語(yǔ)音變異、詞匯變異、語(yǔ)法變異、語(yǔ)義變異四個(gè)方面討論漢語(yǔ)電視廣告語(yǔ)變異的特殊語(yǔ)言特征。 為進(jìn)一步研究漢語(yǔ)電視廣告語(yǔ)給中高級(jí)來(lái)華留學(xué)生的漢語(yǔ)學(xué)習(xí)帶來(lái)的具體影響,筆者經(jīng)過(guò)問(wèn)卷調(diào)查的統(tǒng)計(jì)得出以下結(jié)果:其一,約89%的來(lái)華留學(xué)生對(duì)漢語(yǔ)電視廣告語(yǔ)有興趣;其二,約95%的學(xué)生注意到漢語(yǔ)電視廣告語(yǔ)中的流行語(yǔ)言或者新詞語(yǔ),并認(rèn)為這些詞語(yǔ)對(duì)他們學(xué)習(xí)漢語(yǔ)有一定幫助,讓他們感到有興趣;其三,漢語(yǔ)電視廣告語(yǔ)讓學(xué)生最難以理解的原因(多選題)依次是“語(yǔ)速太快”、“詞組搭配”、“詞語(yǔ)的意義”,分別占約53%、45%、22%,即除了語(yǔ)速的問(wèn)題,詞組的搭配是學(xué)生們普遍認(rèn)為較難的因素;其四,約76%的學(xué)生更青睞有趣的電視廣告語(yǔ),約15%的學(xué)生喜歡充滿哲理的,有豐富含義的漢語(yǔ)電視廣告語(yǔ)。結(jié)合調(diào)查結(jié)果,筆者從中高級(jí)來(lái)華留學(xué)生的漢語(yǔ)課外習(xí)得角度探討漢語(yǔ)電視廣告語(yǔ)對(duì)其的影響,其中積極影響包括有助于學(xué)生了解和學(xué)習(xí)新詞語(yǔ),有助于學(xué)生在具體語(yǔ)境下學(xué)習(xí)漢語(yǔ),有助于學(xué)生了解漢民族的消費(fèi)心理、審美情趣和傳統(tǒng)文化等;消極影響是詞語(yǔ)超常搭配使學(xué)生難以理解,以至于給課內(nèi)漢語(yǔ)學(xué)習(xí)帶來(lái)疑惑。最后,筆者根據(jù)漢語(yǔ)電視廣告語(yǔ)的語(yǔ)言特征和問(wèn)卷結(jié)果來(lái)設(shè)計(jì)教學(xué)策略,比如適當(dāng)策略、調(diào)動(dòng)策略、鼓勵(lì)策略和游戲策略等。
[Abstract]:Modern society is a world of information, advertising is an important social phenomenon in the information age. The development of the country's economy, the competition between enterprises, the daily life of the people and the advertisement have become more and more closely related. In China, the TV advertisement language with various forms and rich contents inherits both the advantages of Chinese and the variation of Chinese characteristics. Television advertising is quietly changing some of the habits that people use in Chinese. Chinese students in China have been more or less affected by Chinese TV advertising during Chinese learning, especially Chinese students in China. They have learned a lot of vocabulary and grammar knowledge through a systematic study at the junior middle stage, so they can make Chinese communication more fluently. Therefore, they are more willing to use Chinese words that are heard in their daily life to be used in daily communication. Therefore, the author thinks that we should pay more attention to the role of Chinese TV advertising in Chinese learning in China. In order to obtain more real research data, I issued 99 questionnaires to 15 cities including Beijing, Shanghai, Chongqing, Harbin, Xi 'an, Fuzhou, Xiamen, Kunming, Guangzhou and so on. 6. Investigation objects are Chinese students with Chinese level in China, and their major distribution in various fields, such as Chinese education (including master of Chinese international education, Chinese education, Chinese as a foreign language), business administration, computer engineering, finance, medicine Learning and so on, as well as a part of the study of Chinese in Chinese According to the results of Chinese TV channel statistics, the author will rank the top four TV channels CCTV1, Hunan TV, CCTV4 and CCTV5 in 2010. Based on the research achievements of the predecessors, the paper determines the scope of this thesis from the connotation, components and components of Chinese TV advertising language, and analyzes the general language features of Chinese TV advertising language from four aspects: speech, vocabulary, syntax and rhetoric; from speech variation, vocabulary The Special Language of the Variation of Chinese TV Advertising Language in the Four Aspects of Variation, Grammar Variation and Semantic Variation Characteristics: To further study the effect of Chinese TV advertising on Chinese learning in China, the author draws the following results through the statistics of questionnaire: one, about 89% of students coming to China for Chinese TV advertising Second, about 95% of the students notice the popular language or new words in the Chinese TV advertising language, and think the words will help them to learn Chinese and make them feel interested; and thirdly, the reasons why the Chinese TV advertising language makes the students most difficult to understand (multiple topics) is" It's todo fast. ", 鈥渃ollocation of phrase鈥，

本文編號(hào)：2269536