体育用品广告语言特点及文化蕴涵

Linguistic Features and Cultural Implications of Sports Advertising

和其它广告一样,体育用品广告的语言兼具简洁性和鼓动性。基于对大量的体育广告文案的观察,体育用品广告简洁性的实现手段为:常用词汇、简单句、短句和省略句,而鼓动性的实现手段是:积极褒义的形容词、祈使句、疑问句和修辞格。语言的选用折射出现代社会体育广告独有的文化蕴涵:拼搏、挑战、自信、活力、个性、快乐。该研究在一定程度上揭示了体育广告创作规律以及现代体育文化,对语言研究和体育广告创作有一定的借鉴意义。

Like advertising of any type, the language of sports advertising is characterized as ＂simple＂ and ＂sweet＂. Based on the observation on abundant sports advertising, it is found that simplicity is achieved by frequent use of simple words,simple sentences and elliptical sentences while sweetness or persuasiveness is by aboudant use of positive adjectives and rhetorical devices.The cultural implication in sports advertising is hard working, challenge, confidence, vigor, uniqueness and happiness. Some rules of sports advertising copy writing and sports culture of the mordern society have been discussed to some extent. And it is beneficial to language study and sports advertising design.