优选论视角下的可口可乐广告语分析

Analysis of advertising slogans of Coca-Cola from optimality theory perspective

在合作原则的基础上运用优选论对可口可乐百年广告语进行分析,发现原本平等的合作原则的四个准则由于在语言实践中的使用而呈线性排列,体现了优选论的创新运用,为广告语的鉴赏和设计提供了语言学依据。

The paper analyses advertising slogans of Coca-Cola over the past 100 hundred years on the basis of optimality theory framework,and shows that the four principles hierarchically rank which are originally equal because of the linguistic use.It is not only a newly scientific linguistic evidence of manufacture and appreciation of advertising slogans,but also a creative exploration of the application of optimality theory.