“买……送……”广告语结构的歧义分析

A analysis of the slogan structure about “买……送……”

本文对搜集到的"买……送……"结构诸案例进行分析,将该结构划分为文字游戏类、数字游戏类、多重语义类三种歧义类型,前两类含缩小标记,后一类含主动标记,统归作话语标记歧义。该歧义结构消极作用占上风,积极作用偶见一斑。本文认为对该类型广告语亟须引起足够的重视和规范,避免大煞风景和鄙俗的广告语污染语言环境。

This article analyze many examples of ＂买……送…… ＂ , dividing them into three ambiguity types： wordplay type, number games typic,multiple meanings type,and the fn＇st two types belong to ambiguity of the decreasing discourse makers ,the third one belong to ambiguity of the initiative discourse makers, all of them are belong to the ambiguity of discourse makers.this ambiguity＇ s structure has more negative effect than positive effect.So we insist that we should pay more attention on them and prevent the disappointing ,frustrating and vulgar slogan from polluting the language environment.