“读者意识”操控下广告语仿拟的负偏离及对策研究

On the Negative Divergences of Advertising Parody and Countermeasures through Readers' Awareness Manipulation

本文从"读者意识"角度分析了广告仿拟的负偏离现象及其三种主要类型,探讨了广告仿拟的认知语义加工过程。我们认为:广告仿拟应注重广告信息意图与交际意图的有机结合,同时还应遵循广告语仿拟的二重原则,即同构原则和关联原则,以避免广告仿拟的不当使用或偏离。

Based on the concept ＂readers＇awareness＂, this paper discusses in detail the negetive divergences of advertising parody, its three main menifestations and cogntive semantic processing, and thereby put iorth that adverhsmg parody should pay due attention to the dynamic combination of its informative intention and communicative intention, and conform to the the binary principles, i.e. co-structuring and relevance principle, so as to ensure the proper use of advertising parody.