广告语与幽默语的顺应性对比研究

A Comparative Study on the Adaptation of Advertisement and Humor

广告语与幽默语的顺应性特征有显著的可比性。广告语是通过顺应受众、"投其所好"来达到目的。顺应受众是显性的"褒扬的"顺应过程;使受众顺应广告语者的目的、产生购买行为则是隐性的顺应过程。幽默语的特点是:幽默制作者有意违背或不顺应受众或听者的预期,这是一个显性的不顺应过程;而通过某种"线索"或"关联"(即隐性顺应因素)引导受众朝意想不到的或隐性的意义上思考,这个意义就是幽默制作者的意图,这是一个隐性的且具备"贬损性质的"顺应过程。广告幽默语具备广告的特征和幽默的顺应性特征。

There is significant difference in the adaptation between advertisement and humor Advertisement language reaches its purpose by catering to the need of the audience; but humor their expectation. The course of adapting to the audience in advertisement is complimentary; depreciatory. language does by going against and that in-humor is