广告中新兴颜色词初探  

The Study of Modern Chinese New Color Words

作　　者：邱莉芹[1] 

机构地区：[1]连云港师范高等专科学校

出　　处：《术语标准化与信息技术》2009年第3期31-33,39,共4页Terminology Standardization & Information Technology

摘　　要：对正在发展中的广告中的新兴颜色词进行整理和研究将有利于现代汉语词汇系统的发展和完善。标新立异、避俗求雅、追逐时尚前卫等心理是新兴颜色词产生的原因。新兴颜色词存在着任意性大、模糊性强等需要规范的问题。To collate and study the development of new color word in advertisement will be beneficial to modern Chinese vocabulary development and improvement of the system. Proposing something new and different, seeking to avoid customs accor, the pursuit of avant-garde fashion and other psychological term is the reason which vulgarly the new color word produces. The new color word has the the question of being arbitrary and fuzzy.

关 键 词：广告 新兴颜色词 任意性 模糊性 

分 类 号：F713.8[经济管理—广告] N09[经济管理—产业经济]