高校网上跳蚤市场广告用语对受众心理的动态顺应研究

On Adaptation to the Audience's Mental World in Flea Market Advertising Language on the Chinese College Web

随着高校网上跳蚤市场的兴起,大量生动有趣的网络广告语言应运而生,并成为社会语用的一个部分。本文以Verschueren的语用综观顺应论为依据,以于国栋博士提出的顺应模式为基础,通过具体统计调查,建构理论框架,分析了在高校网上跳蚤市场广告语生成过程中对受众学生心理的积极动态顺应,从侧面折射出当代大学生的生活状态和精神面貌。

With the growth of flea market on the Chinese college web, a large sum of interesting online advertising language have appeared. In the article, based on Verschueren＇ s adaptation theory and Dr. Yu Guodong＇ s classification on passive adaptation and active adaptation, it presents a systematic and detailed analysis of the advertiser＇ s dynamic adaptation to the audience＇ s mental world in the process of advertising language production. Furthermore, it is hoped that the analysis can also produce a profile of the life and spiritual states of college students.