广告中的日语命令句与中文祈使句的对比分析

Comparative Analysis of Japanese Imperative Sentences and Chinese Imperative Sentences in Advertising

文章通过对比分析日语命令句与中文祈使句在广告中的使用情况,探讨两者在传达命令、建议等意图方面的异同及其语义扩展。日语命令句是一种直接表达说话人对听话人行为要求的句式,常见语义有命令、愿望、负愿望和反语式命令。由于命令句的特性和简洁形式使其在广告中,特别是运动类广告中,能够有效吸引观众注意力,激发其行动力和参与感。相比之下,中文祈使句通过柔和的方式表达建议或请求,形态上较为灵活。文章通过具体广告实例和先行研究的对比,发现在广告这种载体中,日语命令句与中文祈使句较为相似,表现为一种强烈的建议。可见,日语命令句的语义不仅限于传统的命令、愿望、负愿望和反语式命令,还可以延伸至建议等广义上的含义。This paper compares the use of Japanese imperative sentences and Chinese imperative sentences in advertising, exploring their similarities and differences in how both languages convey commands, suggestions, and other intentions, as well as their semantic extensions. Japanese imperative sentences are a syntactic structure that directly expresses the speaker’s demands for the listener’s actions. Common meanings include commands, wishes, negative wishes, and ironic commands. Due to the characteristics and succinctness of imperative sentences, they can effectively capture the audience’s attention in advertisements, especially in sports-related contexts, while also stimulating their motivation to act and sense of participation. In contrast, Chinese imperative sentences tend to express suggestions or requests in a gentler manner and exhibit greater structural flexibility. Through a comparative analysis of specific advertising examples and prior research, this article finds that in the context of advertisements, Japanese imperative sentences and Chinese imperative sentences are quite similar, both conveying a strong suggestion. This indicates that the semantics of Japanese imperative sentences are not limited to traditional commands, wishes, negative wishes, and ironic commands, but can also extend to broader meanings such as suggestions.