广告话语的语境探索

The Study of the Contextin AdvertisementLanguage

广告话语是普通语言材料、语言结构在广告中的具体运用 ,是语言在某一特定领域里的实践活动的过程和结果。广告话语的产生受制于一定的语言环境 ,具体说来 ,广告话语语境包括广告话语本文语境、与话语发受双方密切相关的心理语境以及给广告话语提供肥土沃壤的社会文化语境。

Advertisement language is the specific application of general language materials and structures in advertisements. It is a procession and result of language used in some particular fields. The forming of advertisement language is determined by the context the language is used. To be more specific, the context of advertisement includes linguistic context, Psychological context and cultural context. The analysis of it would be helpful to achieve innovation and high-efficiency of the language.