儿童用品广告的语言考察

On Language Examination for Children Products Advertising

儿童用品广告的消费者存在着特殊性,有时,会出现购买者和使用者不是同一人的现象。在此我们将儿童用品的广告分为家长受众的儿童广告和儿童受众的广告。依据受众的不同,分别从语音、词汇、语法、语用四大方面进行考察,研究它们之间的异同之处。以便让广告创作者和消费者了解儿童用品广告的语言特色,促进儿童用品消费市场健康发展。

There is something special about the consumers of children products advertising.Sometimes,there is a phenomenon that buyers are not the users.Here we have children ads for parents and for children.Based on the different target audience,the four aspects of speech,vocabulary,grammar and pragmatics are explored in the paper,in order to study the similarities and differences between them,and let advertisers and consumers understand the language characteristics of children products advertising,and promote the healthy development of children consumer goods market.