摘要
利用语用预设进行广告语设计是提高广告语创意和创作水平的有效语言策略之一。语用预设作为一种语言运用机制,在广告语设计中发挥着重要作用。它可以简化广告语的言语形式,使广告语充满策略性,还可以拓宽广告语的语言创意思路,增强广告语的说服力和促销力。
One of the effective language strategy to enhance the advertising language originality and creative level is to design the advertising language with pragmatic presupposition. As a language utilizing mechanism, pragmatic presupposition plays an important role in advertising language design. It can simplify the language form of the advertisement and make the language fill strategic. The language originality view can be expanded, the persuasive power and the promotion strength of the advertising language are enhanced.
出处
《中国广告》
2009年第9期124-127,共4页
China Advertising
关键词
广告语设计
语用预设
语言策略
advertising language design
pragmatic presupposition
language strategy
