汽车平面广告的语言学特征

随着科技和大众传媒的发展，广告越来越多的出现在人们的生活中。广告随处可见并且种类繁多，但是，无论广告采用什么样的促销策略，语言始终是信息的主要载体。汽车作为一种特殊的消费品，不同于一般的商品。所以对汽车的宣传与介绍更应该引起人们的注意。而在对汽车进行宣传时候，平面广告是最实惠而又实用的一种。本论文将从词法，句法和修辞等方面对汽车平面广告的文体学特征进行研究阐述。为了更好地研究这些特点，作者从汽车工业的官方网站收集了上百多条汽车广告。本文希望从中可以展现汽车平面广告的基本特点。
本文分为五大章节，第一章为简介，第二章阐述汽车平面广告的词法特征，第三章研究其句法特征，第四章则讨论汽车平面广告中常见的修辞，例如双关，仿拟和押韵等。最后一章则总结了全文。

关键词： 汽车平面广告；词法特征； 句法特征；修辞特征
Abstract
Today, advertising has influenced people in our daily life with development of the technology and the diversity of the mass media. However, whatever the promoting strategies an advertisement takes, language is the main carrier of message it tries to convey. Cars, as a special kind of consumer goods, are different from the general merchandise. Therefore, auto advertisement should be a matter of publicity and be paid more attention. In the auto advertisement, print advertisement is the most affordable and practical. This thesis presents a linguistic study of auto advertising at lexical, syntactic, and rhetorical levels. In order to study these features, the researcher has collected hundreds of car advertisements from the official websites of the automobile manufactures. It is hoped that features of auto advertising can be revealed through this study.
This thesis consists of five chapters. Chapter one gives a general introduction. Chapter two talks about the lexical features of auto print advertisement. Chapter three analyzes its syntactic features. Chapter four presents several rhetorical devices used in auto print advertisement such as pun, parody and rhyme. The last part gives a conclusion.

Keywords: auto print advertisement   lexical features  syntactic features   rhetorical features 

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