广告语言变异及语用目的分析

The Language Deviations and Their Pragmatic Purposes in Advertisements

语言的使用是语言使用者不断作出语言选择的过程。语言交际中语言变异现象十分普遍,它既是一种特殊的语言现象,更是一种交际策略。广告语言是最不“规范”的语言。语言变异是广告语言的主要特点之一。本文从语音变异、词汇变异、句法变异、语义变异、书写变异等五个方面探讨了广告语言变异的袁现形式及其语用目的。

Language use is a process of continuous language choices.Language deviations commonly exist in dis- course communication.The advertising language is the most unnatural language.Language deviation is one of the major characteristics of the advertising language.This paper discusses the five deviation forms and their pragmatic purposes of the advertising language from the aspects of phonological deviation,lexical deviation,syntactical deviation,semantic de- viation and writing deviation.