广告语言选择层面的语用价值

广告是当今商业社会中商家宣传自己商品或服务的一种重要手段。广告语体现了语言的语用价值。本文在符号语言与模糊语言的视角下,解析广告语的编码传播过程,研究广告语的语用特点,对今后的广告语创作实践具有积极的借鉴指导意义。

Advertising businesses promote themselves in the modern business world is an important means of goods or services. The slogan embodies the language of pragmatic value. In this paper, under the perspective of sign language and fuzzy language, to parse the AD code transmission process, study the pragmatic features of AD, in the future the slogan of creative practice has positive significance for reference.