浅析广告语言的含蓄性

On Implication in Advertising Language

广告,不仅仅是为了传递信息,广而告之,广告制作商以及产家都希望通过广告更好地宣传产品,使目标群体在心理上产生共鸣和强烈的购买欲望,以实现最大化的广告"促购"功能。文章将结合广告心理学中的暗示理论,从衔接(cohesion)、连贯(coherence)和语境(context)等语篇分析手段对广告语言的含蓄性特征进行分析,以探讨语言对广告的作用以及消费者对其解读、理解所产生的效应。

As a significant means of product promotion, advertising is not only made to convey information but to promote products in a good way with good words and expressions. What advertisers and manufacturers need is advertising could attract the target audience, arouse their resonance in term of psychology and increase their purchase desire strongly. In order to study language＇ s function on advertising and how consumers＇ understanding of language affect an ad- vertising, this paper, based on some theories of implication in psychology, is to analyze implica- tion in advertising language in both English and Chinese with theories in Discourse Analysis called cohesion, coherence and context.