英汉广告语篇中的变异搭配与语义衔接

Non-conventional collocation and semantic cohesion in English and Chinese advertisements

语言的搭配、常规或变异,其根本问题都是出现后的词语语义是否衔接。由此分析了英汉广告语篇中的变异搭配现象,指出搭配无论是常规还是变异,只有在一定的语境中并以语义场理论为基础才有其存在的合理性,才能最终实现语篇的语义衔接。

Halliday defines collocation as the cooccurrence of lexical terms. The most important basis of collocation is the semantic cohesion between the cooccurred lexical terms. This paper analyzes the nonconventional collocations in English and Chinese advertisements and concludes that only within a certain context and semantic field will this phenomenon find its acceptability. 