文化语境影响下的广告语言选择

Context of Culture and Language Choice in Advertising Discourse

语言是一种社会现象,又是一种交际手段,使用语言的目的就是为了达到某种交际目的。广告作为一种推销语篇体裁,意义在于其社会功能和交际效果;而只有准确把握其特定的文化语境(contextofculture),才能实现其预定的功能和效果。在文化语境层面上,不同言语社团的历史传统、价值观念、审美取向、风俗习惯等因素影响着广告语言的选择。选择就是意义,但选择首先必须根据“适切性(appropriacy)”来考虑,即在文化语境所提供的框架内进行语言选择。

It is widely acknowledged that language is a means of communication, and the ultimate purpose of the advertising discourse is to achieve its communicating effect. To achieve this goal, the context of culture should be taken into consideration. At the level of culture, the choice of language in advertising discourses is restricted by the political, economic and ethical factors of the target community. Choice is meaning with the prerequisite that it should be made within the framework of the context of culture.