摘要
汽车广告语属于广告语言,有其独特的特点。从语用身份的角度来看,汽车广告语具有身份类型,有独特的语用策略和语用目的。广告商需要构建尊贵王者型、科技领先型、居家型驾驶者三种身份来顺应购买者心理,迎合购买者的不同心理需求,达到销售产品的目的。
Automobile advertising language belongs to advertising language and has its unique characteristics. The paper studies automobile advertising language from the perspective of pragmatic identity, and analyses the identity types, pragmatic strategies and pragmatic purposes of automobile advertising language. Advertisers construct three identities: the noble king type, the technology type and the home type to conform to the buyer’s psychology, so as to meet the different psychological needs of the buyer and achieve the purpose of selling products.
作者
刘毓容
LIU Yu-rong(Foreign Languages College, Hunan University of Technology, Zhuzhou, Hunan 412007)
出处
《湖南第一师范学院学报》
2019年第3期97-99,109,共4页
Journal of Hunan First Normal University
基金
国家社科重大委托项目“语言大数据挖掘与文化价值发现”(14@ZH036)
湖南省教育厅优秀青年项目“中文印刷广告用语个人化趋向的历时研究”(16B074)
关键词
广告语
语用身份
身份构建
语言顺应
advertising language
pragmatic identity
identity construction
language adaptation
