| （摘要内容经过系统自动伪原创处理以避免复制，下载原文正常，内容请直接查看目录。） 现现在，无处不在的告白曾经与社会生涯的各个方面慎密接洽在了一路。从传统的报刊、电视中的告白，陌头巷尾披发的传单告白，到遍及收集这类新媒体的告白：分歧的告白情势经由过程分歧的序言传递着各类各样的信息。陌头美不胜收的商号称号和作为其载体的商号招牌实质上也是一种告白情势。作为市肆的标记，它们不只要传递商品信息，也需实行告白的其他功效，好比作用花费心思，引诱花费行动等。另外，店名还承载着丰硕多彩的文明元素，是社会精力文明的一种表现。本文旨在经由过程中德两种文明中的商号称号的比较，找出两方在市肆定名、招牌设计进程中的各种习气和趋势，略论店名中蕴涵的文明元素，愿望对往后中德市肆(特别是跨国、跨文明的市肆)的定名能有所指点。在汉语说话学研究中，店名说话曾经惹起了说话应用研究的留意。很多学者将其作为告白的一种情势，归入了告白说话研究的框架。钱理和王军元在他们的作品《市肆称号说话》中体系、周全地对店名停止了略论。很多、论文也着眼于商号称号说话的研究，对店名如许一个触及说话、文明、社会意理等各类范畴的客体停止综合剖析。而德语说话学研究中很少有专以店名为研究对象的专著。是以，德语论文，本文对于商号称号说话情势的剖析，重要以基本的对于告白说话的作品为根据，再联合传统的说话学剖析办法，构成了本文的剖析框架。本文拔取了来自南京和德国城市哥廷根的各年夜约150个商号的称号作为文本，顺次从说话情势、修辞特色、视觉后果和文明元素等方面睁开比较剖析，德语论文，并指出了中德商号称号情势上、内容上能够存在的一些成绩。在说话学剖析部门，论文重要从语音特色、句法构造和语汇起源这几方面临中德的店名停止了考核。从所汇集的店名依据其长度的散布情形来看，中德店名均有有益于信息传递又便于平易近众接收的最优长度。从语音层面来看，汉语的店名重要运用平声仄声的瓜代来完成其音韵后果，而德语店名的语音特色重要在于分歧类型元音的组合运用。对中德商号称号的的句法考核重要着眼于个中的词类及其短语构造，而语汇起源的剖析则着重于研讨店名说话语义上对社会文明的折射，好比中德店名中都涌现了年夜量外来语，套用了人名、地名等。本文又从修辞角度切入，对中德店名的说话情势特色睁开了进一步地略论。中德店名中均较多地涌现了压韵、比方、拟人等语音及语义层面的修辞手腕，汉语店名中语音修辞的多样性尤其凸起。店名说话中涌现的“文字游戏”也是本章节的重点之一。德语构词的灵巧性、辞汇的多义性为文字游戏供给了无穷能够，使得德语店名意蕴丰硕、妙趣横生。汉语店名中文字游戏年夜多是经由过程“双关”和“仿拟”这两种修辞手腕完成的，作为汉语的精力财富的成语、诗词名句等则成了文字游戏到达吸引眼球等预期后果的钥匙。很多商家都依据本身的须要，将为人熟知的成语面目一新，好比“歪门鞋道”、“此生精饰”。文字游戏不掉为一种有用的告白手腕，但是过量地改动传播已久的成语也能够对说话标准形成负面的作用，值得我们深刻思虑。对视觉后果的剖析重要从商号招牌的设计动身，从店名文字的内在情势、招牌的颜色搭配和图形元素的运用这三方面停止比较剖析。跟德语店名比拟，汉语店名中涌现的标点符号绝对较多，但是整体而言，运用标点符号增长店名外形的多样性其实不是一种经常使用的手腕。最值得留意的是，中德商号招牌中涌现最多的三种色彩均是白、黑、红。这与预期的成果有所分歧，能够是由于文字和招牌底色之间须要有激烈的颜色比较来吸引顾客的留意力，而这三种极真个色彩最有益于到达这类颜色比较。另外，本文还将吴为善对于告白中图文关系的分类形式停止了扩大，把商号招牌中的图文关系分红了三年夜类。最初，本文还试着从店名说话中透析出文明的印记。中德两方的商号称号都遭到了外来文明的深入作用；与德语店名比拟，汉语店名更多地保存了本身传统文明的印记。别的，商号称号也折射出了中德两国分歧的社会价值不雅。 Abstract: Now, the ubiquitous advertising and all aspects of social life have close connection in a way. From the traditional newspapers, television advertising, the streets and lanes with dishevelled hair handbill advertising to throughout the collection of this kind of new media advertisement: the different forms of advertising by the preamble to the divergence of transfer all kinds of information. The trade name and trade name Title beautiful street signs as the carrier of the essence is a kind of ads. As a mark of the shops. They don't just pass commodity information, also need to implement the advertisement of other effects, like cost mind lure spend an action. In addition, the name also carries the civilization elements of rich and colorful, is a manifestation of social spirit civilization. The purpose of this paper is through the comparison of the firm title of German and Chinese civilization, find out the two parties in the shops name, sign design in the process of various habits and trend, contained in the name of the cultural element analysis, a desire to back German shops (especially transnational and cross-cultural shops) naming can some pointing. In the Chinese speaking seminar, name talk has caused the attention of research by talking. Many scholars put it as a form of advertising, classified as a framework for the study of advertising speech. Qian Li and Wang Junyuan in their book "shop talk" in the title, the name of Zhou Quandi system is analyzed. A lot of master's and doctoral thesis is also looking to trade name title language research, name such a touching talk, civilization, social psychology and so on all categories of object carries on the generalized analysis. But there is little research in German speaking exclusively to name as the research object of the book. Is to, this article about the name of the name of the analysis of the situation, it is important to the basic advertising on the basis of the work, and then combined with the traditional way of talking to learn, constitute the analysis framework of this article. This paper selects from Nanjing and German city Gottingen the eve of about 150 firm title as text, sequentially from language forms, rhetoric features, visual effects and civilization elements open comparative analysis, and points out the German firm title on the situation, the content that can exist some problems. Talking in the anatomy department, one of the most important from the speech characteristics, syntactic structures and vocabulary origin the parties faced German name assessment. From the collection of name according to the length of the spreading situation, the German name were useful in transmission of information and also suitable for optimal length of the peoples received. From Perspective of speech, the Chinese name of the important application of Pingsheng oblique alternant to complete the phonological consequences, and the voice characteristics of the German name is the combination of different types of vowel. The German firm title of syntactic examination important to focus in the medium of word of phrase structure, and analysis of the origin of the vocabulary emphatically on name semantics of the civilized society of refraction to speak, like the German name have emerged a large number of foreign language, apply the names, place names, such as. From the perspective of rhetoric, the German name of language forms characteristics opened further analysis. German name are more emerged rhetoric means of rhyme, metaphor, personification, phonetic and semantic level, the Chinese name in phonetic rhetoric of diversity is particularly prominent. The name to emerge from "word games" is the focus of this chapter. German word dexterous and speech ambiguity as wordplay supply the infinite can, the German name implication rich, full of humour and wit. Chinese name in word games Nianye is via the pun "process" and "Parody" to complete the two means of rhetoric, as the spiritual wealth of Chinese idioms, famous poems, became the word games arrive to attract eyeball, an expected consequence of the key. Many businesses are according to their needs, will be familiar idiom of jazz, like "wrong door shoe", "life decoration." Text game is not lost as a useful means of advertising, but the excessive changes in the spread of a long time can also have a negative impact on the standard of speech, it is worth our deep thinking. Consequences of visual analysis of important from the start with the design firm signs, from the name text of the internal situation, signs of color match and graphic elements using the stop comparison analysis. Compared with German name, Chinese name appeared in the punctuation of relatively more, but overall, application of punctuation growth name shape diversity is actually not a frequently used wrist. The most noteworthy is that the Chinese and German firms in the most emerging signs of the three colors are white, black, red. This and the expected results differ somewhat, can is because between text and background signs need of intense colour compared to attract customer attention, and these three kinds of extreme color most beneficial to reach this kind of color. In addition, this paper also Wu Weishan on the relationship between the classification of advertising in the form of expansion, the company signs in the relationship between the three categories of dividends. At first, this article also tries to speak from the name of civilization in dialysis mark. Sino German two firm title by the deep influence of foreign cultures; compared with the German name, Chinese name more preserved traditional civilization 目录: |
