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題名 | 水平修辭:以臺灣房產建案命名分析與創作為例=Horizontal Rhetoric: Taking Taiwan's House Naming Analysis and Creation as an Example |
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作 者 | 邱順應; | 書刊名 | 商業設計學報 |
卷期 | 23 2019.12[民108.12] |
頁次 | 頁67-86 |
分類號 | 802.7 |
關鍵詞 | 水平修辭; 水平思考; 兼格修辭; 房產建案命名; Horizontal rhetoric; Lateral thinking; Compound rhetoric; House naming; |
語文 | 中文(Chinese) |
中文摘要 | 本論文首次提出「水平修辭」的名詞與概念,試著建構一個水平修辭命名座標軸來針對台灣房產建案命名做分析示範與創作推演。所謂的水平修辭主要是「水平思考」與文學修辭裡的「兼格辭格」之交集並用,而命名語料樣本在水平修辭命名座標軸的呈現,特別是多元開展部分,則額外借力於心智圖法的關聯與開展。本研究命名分析部分,主要擇選台北市大安區以及文山區的新建案為語料樣本,條件是這些建案命名都是訴諸地理優勢訴求,特別是鑲嵌地理優勢詞素進來。研究分析顯示,幾乎所有大安區建案都鑲嵌地理優勢詞素進來,文山區則較少倚仗地理、地點優勢於建案命名上。而愈偏愛鑲嵌地理詞素或地理符號之命名語料,或許因擁有自信的、甚至絕對的地理優勢,而在水平修辭上愈會省減修辭襯綴、語法變化或複合系譜之執行;換言之,水平修辭之必須與裨益,對不熱衷鑲嵌地理優勢或建商名稱的命名而言,特別有其應用魅力與強化貢獻,就好比文山區建案的命名整體上都保持較水平捧場的狀態。本文最後,在研究結果部分,筆者直接以水平修辭命名座標軸來試著分析與創作(共試寫近200個命名),希望對命名,特別是房產建案命名,有興趣的文案從業人員或同學在命名上能有個理性與感性兼具,可依循的實用參照模式。 |
英文摘要 | This thesis puts forward the nouns and concepts of "horizontal rhetoric" first time, and tries to construct a horizontal rhetoric naming coordinate axis to analyze and demonstrate the house naming of Taiwan. The so-called horizontal rhetoric is mainly the intersection of "lateral thinking" and "compound rhetoric" in literary rhetoric, and the presentation of the horizontal rhetoric naming coordinate axis is additionally based on the association and development of the mental map. In the naming analysis part of this study, the newly selected cases in Daan District of Taipei City and Wenshan District were selected as corpus samples. The condition is that these naming cases are all appealing to geographical advantages, especially the mosaic of geographical advantages. According to the research and analysis, almost 100% inlaid geographical advantage morpheme in Da'an District is coming in. Wenshan District is less dependent on geography and location advantages. The more preferred the naming corpus of inlaid geographic morphemes or geographical symbols, the more the reduction of strategy and rhetoric revision and the implementation of grammatical changes in horizontal rhetoric. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。