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論文中文名稱:英語廣告策略傾向 [以論文名稱查詢館藏系統]
論文英文名稱:Preferred Strategies in English Advertising [以論文名稱查詢館藏系統]
院校名稱:臺北科技大學
學院名稱:人文與科學學院
系所名稱:應用英文研究所
畢業學年度:98
出版年度:99
中文姓名:魏暖真
英文姓名:Nuan-Chen Wei
研究生學號:97548010
學位類別:碩士
語文別:英文
口試日期:2010-07-23
論文頁數:135
指導教授中文名:洪媽益
指導教授英文名:Michael Tanangkingsing
口試委員中文名:賀一平;陳聖傑
口試委員英文名:I-Ping Ho;Sheng-Jie Chen
中文關鍵詞:設問平行結構雙關預設觸發語對比結構低調
英文關鍵詞:rhetorical questionsparallelismpunninglexical triggerscomparative constructionsunderstatement
論文中文摘要:廣告廣泛充斥於生活中,其組成成分包含圖片、手勢、服裝、布景和文本等。其中,文本,也就是廣告語言,對整體廣告具有極大的影響力 (Gardner & Luchtenberg, 2000)。儘管先前有關於廣告策略的研究,但鮮少研究著重於不同產品中廣告策略的使用頻率,因此本研究致力於探究是否廣告商品的類別會影響廣告商所採用的廣告策略。本研究語料取自於2009年7月至12月的歐美平面雜誌廣告。分析結果發現六類常用廣告策略:設問、平行結構、雙關、預設觸發語、對比結構和低調。研究結果顯示,基於產品和廣告策略的不同特質,不同產品種類之廣告策略的使用情況有其相異點。食物、汽車和電信產品的廣告較常採用對比結構;財經廣告較常採用對比結構和設問;保養品廣告較常採用對比結構、設問和預設觸發語。本研究讓讀者更深入了解廣告商的廣告戰略,激發廣告商設計廣告的靈感,並提供學者日後廣告對比分析研究的根基。
論文英文摘要:Advertising is conveyed through a number of channels, including images, speech, gesture, costume, setting, and text. One of the channels, the text or the advertising language, plays an important role in advertisements because it has the influence of bringing out the crucial point of advertisements (Gardner & Luchtenberg, 2000). This study aims to investigate the strategies used in advertisements so as to know whether the types of products or services are influential on advertising tactics or not. Although various researchers have investigated advertising strategies, few studies have been dedicated to figuring out the preferred advertising strategies based on different types of products or services. The purpose of the study is to examine the preferred strategies used in English advertising language of different product types.
The data consisted of the language of print ads, collected from English language magazines within the time frame between July and December 2009. Several strategies, namely, rhetorical questions, parallelism, punning, lexical triggers, comparative constructions, and understatement, were found to be extensively used in advertisements. The distribution of these six strategies differed in terms of different products owing to the respective characteristics of strategies and promoted products. The result showed that some strategies were used more frequently than others in certain type of products. Food, automobile, and telecom advertisements adopted comparative constructions more often; financial advertisements employed comparative constructions and rhetorical questions more often; skincare advertisements employed comparative constructions, rhetorical questions and lexical triggers more often.
The study would give readers a better understanding of advertising claims, provide copywriters with practical strategies, and inspire linguists to gain a deeper understanding of advertising language in English magazines and to carry out a contrastive analysis of advertising discourse in different languages.
論文目次:Table of contents

Abstract (English) i
Abstract (Chinese) iii
Table of contents v
List of Tables viii
List of Figures x
Chapter І INTRODUCTION 1
1.1 Overview 1
1.2 The overarching question and subquestions 3
1.3 Organization in the thesis 3
Chapter II LITERATURE REVIEW 4
2.1 Advertising 4
2.1.1 Definition and Development 4
2.1.2 Advertising Communication and Purpose 5
2.1.3 Categorization 7
2.2 Advertising Language 9
2.2.1 The Relationship between Text and Image 9
2.2.2 The Verbal Elements of Advertising 9
2.2.3 Advertising as Covert Communication 10
2.2.3.1 Presupposition 10
2.2.3.2 Implicature 11
2.2.4 Common Features of Advertising Language 13
2.2.5 Advertising Strategies 15
2.2.5.1 Rhetorical questions 15
2.2.5.2 Parallelism 17
2.2.5.3 Punning 18
2.2.5.4 Presupposition triggers 20
2.2.5.5 Comparative constructions 21
2.2.5.6 Understatements 22
Chapter III METHODOLOGY 25
3.1 Data Collection Procedures 25
3.2 Data Analysis Procedures 33
Chapter IV RESULTS AND DISCUSSION 34
4.1 Rhetorical questions 36
4.1.1 Yes-no questions 36
4.1.2 Wh- questions 38
4.1.3 Alternative questions 39
4.2 Parallelism 42
4.2.1 Clausal constructions 42
4.2.2 Adjective phrases or adverb phrases 44
4.2.3 Nominal phrases 45
4.2.4 Verbal phrases 47
4.2.5 Prepositional phrases 49
4.3 Puns 51
4.3.1 Exact puns 52
4.3.1.1 Homonyms 52
4.3.1.2 Homophones 53
4.3.2 Near puns 54
4.3.2.1 Substitution 55
4.3.2.2 Insertion 56
4.3.2.3 Rephrasing 57
4.4 Lexical triggers 60
4.4.1 Negator triggers 60
4.4.2 “Original” triggers 62
4.4.3 “Multi-feature” triggers 63
4.4.4 “Repetition” triggers 65
4.4.5 “Make” trigger 66
4.4.6 “Discovery” triggers 67
4.5 Comparative constructions 70
4.5.1 Explicit comparative constructions 70
4.5.1.1 “Other similar items” comparatives 70
4.5.1.2 Brand comparatives 73
4.5.2 Implicit comparative constructions 74
4.5.2.1 Comparative adjectives 74
4.5.2.2 Superlative adjectives 76
4.5.3 Intrasentential comparatives 77
4.6 Understatements 81
4.6.1 Negation 81
4.6.2 Lexicon 84
4.6.3 Personification 86
4.7 Overlapping strategies 90
Chapter V CONCLUSION 93
5.1 Research findings 93
5.2 Limitations of the current study and suggestions for further research 95
5.3 Implication of the study 97
REFERENCES 100
Appendix A 106
Appendix B 107



List of Tables

Table 1 Magazines used in this study 26
Table 2. Ads with similar headlines 27
Table 3. Advertisements of five product types 31
Table 4. The percentage of preferred strategies in advertisements 34
Table 5. Examples of yes-no questions 37
Table 6. Examples of Wh-questions 38
Table 7. Examples of alternative questions 40
Table 8. The percentage of RQs in advertisements 41
Table 9. Examples of clausal constructions 43
Table 10. Examples of adjective/adverb phrases 44
Table 11. Examples of nominal phrases 46
Table 12. Examples of verbal phrases 48
Table 13. Examples of prepositional phrases 49
Table 14. The percentage of parallelism in advertisements 50
Table 15. Examples of homonyms 52
Table 16. Examples of homophones 54
Table 17. Examples of substitution 55
Table 18. Examples of insertion 57
Table 19. Examples of rephrasing 58
Table 20. The percentage of puns in advertisements 59
Table 21. Examples of “negator” triggers 61
Table 22. Examples of “original” triggers 63
Table 23. Examples of “mutil-feature” triggers 64
Table 24. Examples of “repetition” triggers 65
Table 25. Examples of “make” trigger 66
Table 26. Examples of “discovery” triggers 68
Table 27. The percentage of triggers in advertisements 69
Table 28. Examples of comparative adjectives 75
Table 29. Examples of superlative adjectives 76
Table 30. Examples of “other similar items” comparatives 71
Table 31. Examples of brand comparatives 73
Table 32. Examples of intrasentential comparatives 78
Table 33. The percentage of comparative construction in advertisements 78
Table 34. The percentage of detailed subcategorizations of comparative constructions in advertisements 79
Table 35. Examples of negation 82
Table 36. Examples of lexicon 84
Table 37. Examples of personification 86
Table 38. The percentage of understatements in advertisements 87
Table 39. The percentage of detailed subcategorizations of understatements in advertisements 89
Table 40. Examples of a combination of two strategies 91



List of Figures

Figure 1. Ad of Lever 28
Figure 2. Ad of Purevia 29
Figure 3. Ad of Cadillac 29
Figure 4. Ad of Simply Lemonade 30
Figure 5. The frequency of preferred strategies in advertisements 35
Figure 6. Ad of Barilla 37
Figure 7. Ad of Kraft 39
Figure 8. Ad of Mothers 40
Figure 9. The frequency of RQs in advertisements 41
Figure 10. Ad of Chase Sapphire 43
Figure 11. Ad of ASUS 45
Figure 12. Ad of Special K Bar 47
Figure 13. Ad of Nero 9 48
Figure 14. Ad of Sprint 50
Figure 15. The frequency of parallelism in advertisements 51
Figure 16. Ad of BlackBerry 53
Figure 17. Ad of Philly 54
Figure 18. Ad of Friday’s 56
Figure 19. Ad of Horizon Organic 57
Figure 20. Ad of Prestone 58
Figure 21. The frequency of puns in advertisements 59
Figure 22. Ad of Clearasil 62
Figure 23. Ad of CoffeeHouse Inspirations 63
Figure 24. Ad of Olay 64
Figure 25. Ad of Quaker 66
Figure 26. Ad of Crisco 67
Figure 27. Ad of Aveeno 68
Figure 28. The frequency of triggers in advertisements 69
Figure 29. Ad of Twinings 75
Figure 30. Ad of Loreal 77
Figure 31. Ad of Origins 72
Figure 32. Ad of CDW 72
Figure 33. Ad of Fresh Express 74
Figure 34. Ad of N.Y.C. 78
Figure 35. The frequency of comparative construction in advertisements 79
Figure 36. The frequency of detailed subcategorizations of comparative constructions in advertisements 80
Figure 37. Ad of Petrobras 83
Figure 38. Ad of Straightforward 83
Figure 39. Ad of Oikos 85
Figure 40. Ad of LG 85
Figure 41. Ad of Cook’s 87
Figure 42. The frequency of understatements in advertisements 88
Figure 43. The frequency of detailed subcategorizations of understatements in advertisements 89
Figure 44. Ad of Almond Breeze 91
Figure 45. Ad of Clinique 92
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論文全文使用權限:同意授權於2010-08-24起公開