反覆形式之廣告標語研究

A Study of the Reiterative Style in Advertising Slogans

10.6973/CJ.200512.0513

張慧美(Hui-Mei Chang)

廣告標語 ； 反覆形式 ； advertising slogans ； reiterative style

國文學誌

11期（2005 / 12 / 01）

513 - 526

繁體中文

本文以廣告文案中的形式反覆現象為研究對象。廣告是工業設計、商品行銷、政治宣傳等領域關注的焦點，更是廣告主與一般大眾作簡易溝通的生命線。文案的撰寫是其樞紐，涉及語言風格運用（包括語音、詞彙、語法）以及消費者語用心理的揣摩。 本文嘗試從所收集來的96條反覆形式的廣告標語中，首先按照不同的反覆成分之內部結構方式加以區分，共分為六類：(1)主謂結構反覆(2)偏正結構反覆(3)動補結構反覆(4)動賓結構反覆(5)謂語反覆(6)前後反覆出現的廣告標語。接著統計它們出現之次數與百分率。 結論是：主謂結構反覆出現最多，共有41個例句，約占全部的42.7%。其次是偏正結構反覆出現的廣告標語共有23個例句，約占全部的24%。再其次是前後反覆出現的有16個例句，約占全部的16.7%。動賓結構反覆出現的有7個例句，約占全部的7.3%。謂語反覆出現的有6個例句，約占全部的6.3%。動補結構反覆出現的廣告標語只有3個例句，約占全部的3.1%。

This essay is a study of the reiterative style in advertising copy. Advertisement is the key to fields such as industrial design, the marketing of goods, and political propaganda. It also forms a simple communications lifeline for businessmen concerned with advertisement and the public. The entire enterprise revolves around the way advertising copy is written, a task which involves both linguistic style (including speech sounds, lexicon, and grammar) and study of the linguistic psychology of consumers. This essay first divides a collection of 96 advertising slogans in reiterative style into 6 categories according to differences in the internal structure of the reiterated portion: (1) subject-predicate structural reiteration; (2) partial structural reiteration; (3) verb complement reiteration; (4) verb object reiteration; (5) predicate reiteration; (6) forward and backward reiteration. I then calculate their frequency and percentage. The conclusion is that subject–predicate reiteration appears most commonly of all. There are 41 example sentences for it, about 42.7% of the total. The second most common is partial structural reiteration. There are 23 example sentences, about 24% of the total. The third is forward and backward reiteration. There are 16 example sentences, about 16.7%. There are 7 examples of verb object reiteration, about 7.3%. There are 6 examples of predicate reiteration, about 6.3%. Finally, there are only 3 examples of verb complement reiteration, about 3.1% of the total.

1. 竺家寧(1998)。中國的語言和文字。台灣書店。
2. 馬真(2001)。簡明實用漢語語法教程。北京大學出版社。
3. 張慧美(2001)。從音韻風格看押韻之廣告標語。玄奘學報，4，205。
4. 管倖生(1993)。廣告設計。台北:三民書局。

1. 張慧美(2005)。新聞標題中兩類重疊詞的語法功能研究。中正大學中文學術年刊，7，45-58。
2. 張慧美(2006)。網路語言之語言風格研究。彰化師大國文學誌，13，331-359。
3. (2024)。保健食品廣告標語效果的人口學特質差異性研究。運動與遊憩研究，19(1)，72-87。