语境顺应论视角下的广告语言阐释

On Interpretation of Advertising Language from Perspective of Contextual Adaptation Theory

顺应论是维索尔伦提出的语用学研究理论,它强调语言使用过程中所做出的语言选择必须顺应交际的环境和交际的对象。广告是一种交际行为,它的最终目的是唤起消费者的兴趣,促成购买行动。广告语言必须顺应广告受众的语言语境和交际语境,即顺应受众的语言、心理、文化和价值取向来实现广告的商业目的和社会效应。

The adaptation theory is proposed by Jef Verschueren for pragmatic investigation. It thinks that in the process of using language, the language choice must be adapted to the communication environment and communication objects. Advertising is a communicative action, and its ultimate aim is to arouse the interest of consumers, so as to promote the purchase act. Therefore, the advertising language must be adapted to the audience＇s language and communication context, that is, to adapt to the language, psychology, culture and value orientation of the target readers with a view to achieving the commercial purpose and the social effect of the advertisements