摘要
AIDA原则是衡量一则商业广告好坏的重要标准。能满足这一标准的方法很多,其中在语言文字方面有语言的突出形式和“合作原则”的违反,在语篇结构方面采用了“问题解决办法模式”、“广告诉求”。本文运用了语用学及系统功能语法的语篇分析理论,探讨了这几种方式以及它们是如何满足AIDA原则的。
A good written business advertisement must meet the requirements of AIDA. There are many methods to achieve this purpose. Among them are Prominences, Disobedience of Cooperative Principle at different levels of language, and Problem and Solution Pattern and Advertising Appeal in Text Structure. This paper analyses these methods and how they meet the requirements of AIDA in business ads.
出处
《绵阳师范学院学报》
2006年第1期78-82,共5页
Journal of Mianyang Teachers＇ College
关键词
广告
突出形式
广告诉求
合作原则
语篇结构
ads
Prominence Problem Solution pattern
Advertising Appeal
Cooperative Principle
Text Structure
