文档介绍：华中科技大学
硕士学位论文
报纸新闻标题与平面广告语的比较研究
姓名:刘颖
申请学位级别:硕士
专业:传播学
指导教师:汪佩伟
20050512
摘要
新闻标题是对文章最有价值的内容的浓缩概括和提炼在报纸这个巨大的信
息源中读者对新闻的选择过程首先是通过对一个个标题的浏览来实现的因此
有人说标题是文章的“面孔”和“眼睛”只有“面孔”诱人“眼睛”传神才能吸引读
者阅读新闻报道才会有价值反之若标题平淡不能引起读者的阅读兴趣那
么新闻报道写得再好也没有意义可见标题在新闻报道中所起的作用至关重要
广告语又称广告口号或广告标语是指表达企业理念或产品特征而长期使用的
宣传短句其最主要的目的是为企业经营和商品促销服务广告大师奥格威说过“广
告是词语的生涯”另一位大师李奥贝纳也说“文字是我们这行业的利器文字在
意念表达中注入热情和灵魂”这两句话无疑道出了广告语对广告的重要意义
由此可见新闻标题和广告语在现代社会和经济生活中具有不容忽视的作用
本文拟从新闻标题和广告语比较研究的角度入手以报纸新闻和平面广告为研究媒
介以新闻学传播学广告学语言学和语用学等学科理论为基石比较研究报
纸新闻标题和平面广告语的特色功能制作原则创作技巧语言修辞等方面的
异同本文继而结合两者现在存在的问题和不足之处就两者相互借鉴对方的优势
和长处提出了一些对策和方法希望这些对策和方法能有助于两者朝着更为健康
规范合法的方向发展和前进

关键词新闻标题广告语报纸平面广告比较研究
I
Abstract
The news title is concentrated , summarized and refined to the most valuable content
of the article . In this enormous information source of the newspaper , reader's choice to
the news is realized through having a look around pieces of title at first . So , someone
says , the title is " face " and " eyes " of the " face " is captivating , " eyes "
catch the spirit , could attract readers to read , the news report will just be valuable . On
the contrary , if the title is dull , can't catch readers' interest of reading , even if the news
report writes well , nonsensical too. It is obvious , the function is essential that the title is
playing in the news report .
The advertising language is also called the advertising slogan or advertising slogans ,
it refers to expressing the short sentence of propaganda that enterprise's idea or the
products characteristic long run . Its main purpose is serving for the deal in enterprises and
the goods promoting . Advertising master Ogilvy says " advertisement is career of the
word. " Another master Leo t also says: " The characters are edge tolls of our trade ,
they pour into enthusiasm and soul while expressing in characters . " These two sentences
undoubtedly say the important meaning of the advertising language for the adve