（毕业论文 页数：8 字数：8710）
摘 要：广告是经济领域不可或缺的传播商品的媒介，对市场经济和人们的日常生活产生了重要影响。广告，顾名思义就是广而告之，让人民从广告中了解商品的性能与功用，它通过具有真实性和说服力的宣传来传达商品信息、说服大众、创造购买力。随着我国经济的高速发展,商家越来越重视商品的宣传,广告充斥着我们的生活。浅析广告用语 广告为达到宣传推广产品的效果，其语言有着自身的特点。同时，由于广告制作人和商家片面追求经济效益等原因，造成了广告用语的不规范现象较为严重，这不仅对规范和纯洁祖国的语言文字产生不利影响，而且违背了广告这一特殊形式自身发展的内在规律。广告用语正从语音、文字、词汇、语法等方面一次次地对语言规范性发起的冲击、挑战，从而产生了许多语言弊病。广告将继续长期扮演着重要的角色，规范广告用语有着极其重要的意义, 一方面，广告作为一种宣传手段,其手中数量是巨大的。它对人们的影响不仅体现在引起人们的消费欲望，也体现在影响人们的语言运用上,广告用语对青少年儿童的影响尤为巨大。因此,规范广告用语不仅有利于我国青少年学习汉语，也对提高全民族素质有着积极的意义。
关键词：广告用语；特点；不规范；成因；措施
Abstract: Advertisement, as an indispensable media of commodity propagation in economic field, is exerting profound influnce upon the market-oriented economy and people’s normal life. Ad, namely, is to publicize, to make more people know the quality and function of commodity. It is to use real and persuasive propagation to deliver commodity information to create purchasing power. With the rapid development of our country’s economy, busimessmen are attaching more and more attention on the propagation of their products. Our life is full of advertisements. To achieve its function, ad terms have its own fearures. As ad makers and businessmen are putting emphasis on ecnomic profits, however, the irregularity of language usage in ad field are serious. It is not only playing a negative influnce on the regular and purification of Chinese language, but also opposite to the inner law of the development of ad as a special field. Ad terms are clashing with the regular language in terms of phonetic, words, vocabulary, grammar, etc. , thus creating many problems of language use. With the constant development of our ecnomy, advertisements will be playing an important part for a relatively long time, which leads to a necessity to stanardize ad terms. The standardization of ad terms not only will be good to young people for their language studying, but also will exert a positive influnce upon the improving of the quality of the whole nationality and the country’s reunification and stability.
Keywords:Ad terms; feature; irregularity; reason; measure
目录
一、广告用语的特点
（一）真实
（二）口语化
（三）短小精悍
（四）新颖生动
（五）时代性强
二、广告用语中的不规范现象及成因
（一）广告用语中的不规范现象
（二）广告用语中不规范现象的成因分析
三、规范广告用语的途径及意义
（一）规范广告用语的途径
（二）规范广告用语的意义
随着我国经济迅速发展，商家越来越重视对自己商品的宣传，人们几乎每天都被日新月异、千姿百态的广告所包围，消费者的商品广告意识也不断加强。广告的目的是通过具有真实性和说服力的宣传来传达商品信息、说服大众、创造购买力。因此，广告商往往因片面追求使广告用语达到这一功效，而忽略了广告用语的规范，从而造成了种种不规范现象。分析广告用语的特点，归纳广告用语中的不规范现象，有针对性地提出规范途径，对于纯洁祖国的语言文字，促进广告业的健康可持续发展都有一定意义。 |
