广告英语中词汇和语义的变异现象研究

On Lexical and Semantic Deviation in Advertising English

为了实现广告的"注意价值"和"记忆价值",广告创作者总是殚精竭虑、煞费苦心地使语言诸要素在运用中出现变异。从语用学的角度讲,广告中的语言变异现象是广告创作者借助变异语言的言外之意吸引、鼓动消费者采取购买行动的一种手段。广告英语中使用频率较高的词汇变异和语义变异实则是对"合作原则"中方式准则和质的准则的违反,让消费者越过话语的表面意义去推导出其中的语用含义。

To produce a piece of advertisement with more attention value and more memory value, copywriters always does their utmost to deviate from the language rules. Pragmatically speaking, they tend to make good use of the implied meaning of the deviated language to attract and prompt consumers to take action. Lexieal deviation and semantic deviation, the two types of deviation most frequently employed in advertising English, practically flout Manner Maxim and Quality Maxim in Cooperative Principle in order to force the target audience to make pragmatic implicature.