| Based on the theory of “ oral communication ”,this paper investigates the characteristics and changes of the oral communication of Chinese advertisements in different periods since the reform and opening-up 40 years ago,so as to analyze how advertisements express the demand of the people and achieve transmission and communication in this development process.This paper takes oral advertising communication as the research object,and selects the oral advertising texts(including advertising catchwords)that have strong market response and topic effect in different periods since the reform and opening-up,and excellent works in the yearbook of Chinese advertising works as samples.In order to record oral English scientifically and analyze the characteristics of its practice of rhetoric,this paper employs the method of experimental phonetics and traditional phonetics combined as well as the method of rhythm analysis to analyze the sound image of advertising oral English.Further still,through in-depth interview and literature analysis,this paper analyzes the Role Perceptions and Role Behavior of advertising oral language of multi-subject in different times.Speech communication,which originated in North America,has been translated as “oral communication” or “oral communication studies” in Chinese in Taiwan,China.Oral communication focuses on the oral information making,the interaction and negotiation between oral communication and the audience.Walter J.Ong puts forward the concepts of “original spoken language culture” and “secondary spoken language culture”,and Shen Jinhui puts forward the concept of “electronic spoken language”.The themes of these oral communication and oral culture studies of theirs all focus on the oral language information making,the negotiation and interaction among oral language and media,subject consciousness and social environment.This paper focuses on the study of the characteristics,development rules and trends of oral advertising communication in different historical periods in China during the past 40 years of reform and opening-up.According to the rules and characteristics of different periods of advertising oral communication,this paper divides the development stages into four periods: 1979-1991,1992-2000,2001-2011,2012-2019,so as to analyze the characteristics and changes of advertising colloquy as a means of creative in the course of the development from the recovery of advertising production to the new industrial ecological pattern.In different periods,the communication of oral advertising is restricted by different production bases and dominated by differentiated role consciousness and role behavior.It is externalized into different forms of practice of language skills and reflects different value meanings in the language and culture development of commercial information communication and social and cultural communication.At the same time,the form of media is also an important factor affecting the communication of oral advertising.In different transmission channels,the creative methods of information production and community relations of oral advertising communication are also changing constantly.As for the practice of rhetoric of advertising,this paper analyzes the values and cultural concepts in the creativity and organization in structure of advertising spoken language in different periods;and it analyzes the language rhythm,sound focus,pause,emotional tone in the expression of advertising demand and the value of communication in terms of style and for practical use.Moreover,this paper pays close attention to the value of the changes of the style of oral advertising communication in different periods for the dissemination of information,the changes of oral communication efficiency and the changes of community relations,and influences brought by different forms of electronic media to the oral advertising information making,the conveying and receiving interaction,and community relations.This paper puts forward four main conclusions based on the result of the research:first,advertisement spoken language creation is commissioned creation.The role cognition and role behavior of the creative subject are the products of self-awareness,advertiser awareness and audience awareness consultation and interaction.If the advertising demands are different,and the order forms are different,the oral image and function level are also different.At the same time,the commissioned creation is also deeply marked by the development level of the advertising industry in different periods.During the 40 years of reform and opening-up in China,the change of role consciousness can reflect the development process of clarifying role orientation,improving role practical ability,improving role activity skills and strengthen role interaction consciousness.Second,the practice oral advertising is influenced by different social values and cultural concepts.In different periods,different social values affect advertisers' advertising awareness,affect advertising creative planning techniques,and also dominate the cognition of the creative subject.In order to cater to the mainstream of social values or shape the consumption concepts of the audience,the advertisers,combined with the consumption psychology of the audience,carry out differentiated oral image positioning for different audience groups,which is also the inherent factor of the diversified characteristics of the practice of language art.Third,the integrating degree among advertising oral language and media forms and advertising scenes is improving gradually.The advertising scenes establish the keynote for the creation of oral advertising.Four,the ability of information communication and emotional communication in oral advertising is constantly strengthened.At the micro level of language,the sound focus of oral language can express unique sales proposition,the regulation of speech flow can realize positive rhetoric,the rhyming in oral formula,and the stopping rhythm of language flow can strengthen the communication effect.At the same time,the consciousness of designing oral language images in combination with the audiences' psychology is gradually strengthened.For example,the animation dubbing practice has realized the agreement with the children's reception psychology,and the use of dialect sounds has aroused the emotion of the audience in a specific area.As a kind of sociolinguistic resources,advertising oral language also reflects its relationship of “Co-variation”with the society. |
PDF Full Text Request