浅析英文广告文体中的语言变异

A Tentative Study of Language Deviations in English Advertising

为了达到引起顾客注意、激发兴趣、购买产品的目的,广告总是在语言表达上下足功夫,语言变异就是其中最重要的手段之一。笔者主要从8个方面分析了英文广告语言变异现象,认为语言变异在广告中是广泛使用的,并且也是有其目的的。词汇、语法和语义变异是广告中最常用的3种变异形式。如果变异被很好地使用,它会吸引读者关注这个广告甚至诱使他们购买产品,而过度使用变异则可能适得其反。

The use of language deviations in advertising is fundamental to make the ads stand out. Focusing on language deviations in English advertising from eight aspects,the paper maintains that language deviations are used universally in ads with intentions. Lexical,grammatical and semantic deviations are the three prominent deviations in ad language. Language deviations,when used properly,will excite customers' desire of purchasing the products being advertised,but any overdoing will lead to undesirable effect.