汉语广告语言在语体风格上的偏离

The deviations of Chinese advertising language in style

广告文案是商家和厂家向消费者传递信息的一种载体,属于典型的应用文体,语言风格采用一般事务语体。事实上,为了让广告呈现出不同寻常的表达效果,广告语言在语体类别上经常会互相通融、互相变换,形成广告语言在语体风格上的偏离。常见的有对文艺语体的偏离、对科技语体和新闻语体的偏离。

Advertising copywriting is a carrier for merchants and manufacturers to transmit information to consumers.It belongs to the typical application style and the language style adopts the general transaction style.But in fact,in order to make the advertisement showed the unusual expression effect,the advertisement language often will mutually accommodate and transforms each other in the style,forms the advertisement language in the style deviation.The common deviations from literary style,scientific and technological style and news style.