摘要
广告语言常常追求语言的"新、奇、异"以吸引广告受众,从而招徕消费者,而语言变异则是指偏离语言常规的语言艺术形式,以之启发和激活读者的联想和想象,并把这种联想和想象引向预测中的最佳效果。文章通过对大量的广告词的分析,用社会语言学理论对其语言的变异现象、变异形式及其语用效果都进行了比较细致的探讨,旨在为广告语言的设计提供参考。
New, strange and deviated expresses in advertising language may often attract the advertisement receivers and drum for the consumers, language deviation is the art of language which has deviated linguistic norms. It may enlighten and activate the readers＇ association and imagination which lead to the best effects of the advertising prediction. By analyzing plenty of advertising languages, this present paper is making a detail discussion about the deviant phenomena, deviant forms and pragmatic effects of the advertising language according to sociolinguistic theories.
出处
《惠州学院学报》
2008年第2期56-58,108,共4页
Journal of Huizhou University
关键词
广告
广告语言
语言变异
advertisement
advertising language
language deviation
