试论广告语言信息的分析模式

A Discussion on the Analytical Model of the Advertising Information

本文综合运用语义学、语用学和语境学理论 ,对广告语言的信息传达进行分析。提出广告语言的信息有直接信息和间接信息 ,直接信息是广告语言的字面意义 ,而间接信息则是由广告语境的介入形成的 ,社会文化语境是广告语境的重要组成部分 ,广告语言信息的传达是在广告语言、广告语境。

In light of semantic, pragmatic and context theories, the paper analyzes the ways to convey the advertising information and classifies the advertising information into direct information and indirect information, the former being the literal meaning of advertising and the latter being formed on the advertising context. It also argues that the sociocultural context is an important composition of advertising context and the advertising information is conveyed by the advertising language, the advertising context and the cognitive inference of the recipients.