广告语中“我”和“我们”的功能分析

Functional analysis of "I" and "we" in advertisement

本文结合广告模因这一概念,从交际角色这一角度出发来分析第一人称指示语"我"和"我们"在广告语篇中的功能,认为采用第一人称指示语字眼的广告语常采用情感式模因。以年轻消费者为主要受众的广告习惯采用带有"我"字的广告语,抓住年轻人强烈的自我凸现、寻找归属感的心理;而采用"我们"二字的广告语不仅拉近了广告主和广告受众间的距离,引起两者的共鸣,而且在某些情况下,还能起到自评和评他的作用。

This paper combines with advertising meme this concept,starting from the communication point of view to analyze the role of the first-person deixis ＂I＂ and ＂we＂ in the ad text,the author thinks that uses first-person wording of the advertisement language instruction often uses emotion-type meme.the advertising which is for audiences of young consumers used to use the advertising language ＂I＂,to seize the strong self-apparent,looking for the psychological sense of belonging of young;and the advertisement with ＂we＂ is not only get closer of advertisers and the audiences,causing the resonance between the two,and in some cases,can play the role of self-assessment and evaluation of others.