试析广告语言中的陌生化

An Analysis of Non-familiarization in Advertisement Language

随着科学的进步和经济的发展,广告语言的使用越来越频繁,加强表达效果的语言手段也越来越多。"陌生化"是其中的一种手段,"陌生化"包括语义"陌生化"、语音"陌生化"和语符"陌生化"。"陌生化"突破了语言的固有约定,用特有的语言风格达到了"促销"目的,取得了特别的效果。

Along with the scientific progress and economical development, the use of advertisement language is more frequent, meanwhile the language methods to enhance expression effect are getting richer and richer. Among these methods, Non-familiarization is one popular kind. Non-familiarization includes semantic Non-familiarization, pronunciation Non-familiarization and language symbol Non-familiarization. These advertisement methods have obtained special effect by breaking through the inherent language agreement and fulfilled the goal of sales promotion with the unique language style.