廣告語(yǔ)言的不規(guī)范現(xiàn)象及對(duì)策

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目 錄
引 言 1
一、廣告語(yǔ)言概況 1
二、廣告語(yǔ)言的不規(guī)范現(xiàn)象 2
（一）社會(huì)文化的缺失與誤讀 3
1．違背傳統(tǒng)文化 4
2．違背常人的思維方式 5
（二）語(yǔ)言文字的誤用 6
1．錯(cuò)別字連篇，誤用詞語(yǔ) 6
2．濫用諧音、雙關(guān)語(yǔ)、成語(yǔ)名句，違背語(yǔ)法原則 7
3．濫用外語(yǔ)、方言 8
三、廣告語(yǔ)言不規(guī)范的原因 9
四、規(guī)范廣告語(yǔ)言的對(duì)策 10
（一）加強(qiáng)廣告市場(chǎng)的管理 10
1.強(qiáng)化政府部門監(jiān)管力度 10
2.強(qiáng)化行業(yè)內(nèi)部自我監(jiān)管 10
（二）提升素養(yǎng) 10
1.提升廣告從業(yè)者的專業(yè)素養(yǎng)和職業(yè)道德素養(yǎng) 10
2.提升廣告受眾的鑒賞能力和判斷能力 11
（三）加強(qiáng)社會(huì)輿論宣傳監(jiān)督 11
結(jié) 語(yǔ) 11
參考文獻(xiàn): 13

摘要:憑借著傳媒發(fā)達(dá)的優(yōu)勢(shì)，當(dāng)代廣告語(yǔ)言改變著語(yǔ)音、語(yǔ)詞、語(yǔ)義和語(yǔ)境，呈現(xiàn)出前所未有的新面貌、新氣象。不容忽視的是，由于社會(huì)文化的缺失與誤讀,語(yǔ)言文字的誤用,當(dāng)今媒體中仍然存在著大量的不規(guī)范的廣告語(yǔ)言。對(duì)社會(huì)大眾造成了不良影響。規(guī)范廣告語(yǔ)言應(yīng)加強(qiáng)廣告市場(chǎng)的管理, 提升廣告從業(yè)者自我素養(yǎng), 加強(qiáng)社會(huì)輿論監(jiān)督。引導(dǎo)廣告語(yǔ)言健康發(fā)展，純潔語(yǔ)言用字環(huán)境，促進(jìn)我國(guó)語(yǔ)言文字規(guī)范工作進(jìn)一步持續(xù)有效地發(fā)展。
關(guān)鍵詞：廣告語(yǔ)言 不規(guī)范現(xiàn)象 解決對(duì)策


Analysis of non-standard advertising language phenomenon
and its countermeasures
Abstract: With developed media, contemporary advertising language is changing the voice, the words, the semantic and the context. It also made unprecedented new look and development appearing in contemporary advertising language. But it is important to remember that nowadays there is still a large amount of non-standard advertising language in media, which cause some adverse effects on the community. These problems only can be solved by series of in-depth investigations and researches of abnormal phenomenon in advertising language. Besides, it has to report the status of non-standard advertising language, summarize in terms of words, grammar, rhetoric, foreign languages ​​and dialects. There are still some left, it has to explore the various factors. Only by these ways, the problem can be solved.

Key Words: advertising language; abnormal phenomenon; solution