房地产广告语认知背景构建的主观性解读——以燕郊地区房地产广告为例

Subjective Interpretation of Cognitive Background of Real Estate Advertising Language——Taking Real Estate Advertising Language in Yanjiao District as an Example

商业广告作为广告商对产品的解读和企业形象与文化的展现,在市场中发挥着重要的媒介作用,同时也有更重要的认知功能。房地产广告是商业广告的一种,其根本目的是促使消费者产生消费购买行为。成功的房地产广告语能够建立起一种消费认知背景,在此过程中,修辞、语法等都是为了达到广告语根本目的而应用的语言手段,这些语言手段的运用体现出了语言的主观性及交互主观性。

As the advertisers' interpretation of products and the presentation of corporates' image and culture,commercial advertisement plays an important role in the market. At the same time,it has cognitive functions. Real estate advertisement is a kind of commercial advertisements,and its fundamental purpose is to arouse consumers' purchase behavior. Successful real estate AD can establish a consuming cognitive background,during which the rhetoric,grammar and other language methods are the language means to achieve fundamental purpose of AD. The utilizing of language means reflects the subjectivity and intersubjectivity of the language.