商业广告的语言诉求策略分析

Analyses of Language Appeal Strategy in Commercial Advertisements

商业广告除了在插图、色彩、空间、版面等非语言表达手段上精雕细刻外,还借助语言诉求策略来达到促销目的。本文拟从语言形式多样化、语篇设计人本化、语用策略偏离化和语言表达修辞化等角度对商业广告的语言诉求策略进行文体、语用及其认知理据的分析和探讨,以进一步揭示商业广告是如何引起受众注意,使受众发生兴趣,产生欲望,并最终付诸行动的。

Except for the intensive and meticulous work on non-linguistic means such as illustration, color, space, layout and arrangement as well, commercial advertisements mainly resort to the language appeal strategy to execute the purpose of pushing sales. From the perspectives of diversification of linguistic forms, human-orientation of text designs, deviation of pragmatic mediums and rhetoric of language expressions, this paper attempts to analyze the language appeal strategy of cornmercial advertisements in the way of stylistics, pragmatics and cognitive motivations. Therefore, it will reveal how the consumers are brought to attention, interest,desire and action by commercial advertisements。