从顺应论角度看幽默广告语的创作

On Humorous Advertising Language from the Angle of Adaptation Theory

Verschueren的语言顺应论为语用学提供了全面而科学的研究视角。文章试用Verschueren的顺应理论对幽默广告语的创作进行了详细的分析,指出广告者对幽默广告语的创作是一个为达到广告交际目的而在语言形式、内容和语用策略等方面不断做出选择的动态过程,是与语言结构和交际语境相互顺应的结果。

This paper attempts to apply Verschueren's adaptation theory to the analysis of humorous advertising language.It is pointed out that humorous advertising language is a highly conscious action of linguistic choices and involves various linguistic devices for its advertising goal at different levels of linguistic structure,linguistic context and pragmatic strategy.And it is a dynamic process.Humorous advertising language is actually the outcome of linguistic choices interadaptable with linguistic structure and communicative context.