西方广告语言中的心理暗示

The psychological implication of western advertising language

心理暗示是人们日常生活中一种常见的现象,它很容易被忽视,但对人的影响是很大的。积极的暗示容易使人们更加自信,而消极的暗示使人郁闷。广告的最大作用是心理暗示。广告创意者通过具有象征意义的艺术形象和艺术语言,使观众产生强烈的心理共鸣。本文以关联理论为框架,从双关,想象与联想,情感理论和言语功能等方面分析西方广告语言对中国消费者的心理暗示,并总结出如何利用现有的知识,尤其是文化知识,将表面意义转化为实际意义,并真正领会广告的内涵。

The psychological implication is a common phenomenon in daily life. It is easily overlooked, while it has a significant human impact. Positive implication is easy to make people more confident, and negative implication makes people depressed. The biggest role of advertising is psychological implication. Advertising creative people try to make the audience have a strong psychological resonance through symbolic artistic image and artistic language. In this paper, the author chooses relevance theory as a framework to analyze how the Western advertising language gives the psychological implication to Chinese consumers from the perspective of pun, imagination and association, e- motion theory and speech functions. Finally, it sums up that how to use the existing knowledge, especially cultural knowledge, to transform the surface meaning into practical meaning, and truly understand the advertising content.