语言经济学视角下手表广告语语用身份建构研究

A Study on the Pragmatic Identity Construction of Watch Advertising Language from the Perspective of Linguistic Economics

随着商品消费逐渐成为消费者自我身份建构和维系的重要方式,越来越多的广告利用话语策略建构不同的语用身份以迎合消费者的心理需求,实现促销目的。语言经济学认为,语言具有经济特性,并且其经济价值有高低之分。因此,广告语中的话语选择和身份建构直接影响着企业的经济收益和品牌形象。本文从语言经济学视角出发,基于手表广告语语料,探讨了手表品牌如何通过建构不同类型的消费者身份以满足其身份期待,吸引消费者,从而获取广告语的语言经济价值。

With the commodity consumption gradually becoming an important way for consumers to construct and maintain their self-identity, more and more advertisements use discourse strategies to construct different pragmatic identities in order to meet the psychological needs of consumers and achieve the goal of promotion. Linguistic economics believes that language has economic characteristics and its economic value is high or low. Therefore, the selection of advertising language and identity construction directly affect companies ’ economic benefits and brand image. From the perspective of linguistic economics, this paper, based on the watch advertising corpus, discusses how watch brands can satisfy their identity expectations and attract consumers by constructing different types of consumer identities, therefore, the language economic value of advertising language can be obtained.