平面广告语言中针对负面状况的应对模式

The Problem-Solution Pattern in the Language of Print Advertising

广告语言可以通过克服负面状况的方式来表现商品或服务的优势与特点,'应对语义模式'指这种情况下各种句法形式的总括。本文以平面广告语言为例,探讨应对语义模式的句法表现主要体现在三个方面:(1)克服义动词性成分;(2)'无X'类结构;(3)多种复句形式。应对语义模式在广告各领域分布非常广泛,某些领域的广告语言在应对模式句法手段选择上呈现出一定的倾向性。

In advertising language, problem-solution is a method to highlight the advantages and features of a product or service. The problem-solution pattern is a summary of the syntactic forms in different situations. With print advertising as an example, this article paper discusses the syntactic expressions of the problem-solution pattern, mainly three types of them:(1) verbal elements meaning 'overcoming';(2) the 'wu X' constructions;(3) various complex sentences. The problem-solution pattern is prevalent in the advertising industry, and in some fields, the advertising language shows a certain tendency in the choice of syntactic techniques of the problem-solution pattern.