广告语言中的词语马赛克现象考察  

The Study of Word Mosaic Phenomena in Advertising Language

作　　者：彭琪淋[1] 李慧敏[2] 

机构地区：[1]武汉大学文学院,湖北武汉430072 [2]武汉大学新闻与传播学院,湖北武汉430072

出　　处：《湘南学院学报》2017年第4期81-86,共6页Journal of Xiangnan University

摘　　要：当下,广告语言中的词语马赛克现象越来越突出,尤其是字母词、方言词、网络流行词的混用最为明显。通过卡方检验和建立多元回归模型,发现多数人对广告语言中的词语马赛克现象持包容甚至支持态度,同时也已意识到规范广告语言的必要性。影响人们对广告语言词语马赛克现象态度的因素较多,其中年龄、英语水平与规范广告中语言使用的赞同度之间皆呈显著的正相关关系。Phenomena of word mosaic in advertising language has become increasingly prominent,espe-cially the mixed usage of letter words,dialect words,internet buzzwords. By ch i-sq u a re test and the estab-lishment of multiple regression model,it is found that most people hold the tolerant and supportive attitude to the mosaic phenomena of advertising language, while the need to regulate advertising language has also been realized. There are many factors affect people＇s a t t i tu d e,of which a g e,level of English and approval degree of regulation in advertising language are of highly significant positive correlation.

关 键 词：广告语言 词语马赛克 字母词 方言词 网络流行词 

分 类 号：H102[语言文字—汉语]