| 语境与英语广告祈使句形式的选择 |
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| 引用本文： | 查琳琳,周淑云.语境与英语广告祈使句形式的选择[J].东华理工学院学报,2006,25(4):386-389. |
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| 作者姓名： | 查琳琳 周淑云 |
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| 作者单位： | 东华理工学院外国语学院 江西抚州344000 |
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| 摘 要： | 通过分析不同渠道、种类的英语广告语中祈使句的使用情况,研究在不同广告语境下祈使句的类型和使用频率的差异以及造成此差异的原因。收集的241篇英语广告选自于报纸、杂志、收音机和电视中的产品介绍及产品销售广告。分析结果表明心理语境、物理语境、社会语境和语言语境影响广告祈使句的类型选择和使用频率。
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| 关 键 词： | 祈使句 广告语 语境 |
| 文章编号： | 1001-635X（2006）04-0386-04 |
| 收稿时间： | 2006-02-15 |
| 修稿时间： | 2006年2月15日 |
Context and the Choice of Imperative Forms in Advertising |
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| ZHA Lin-lin,ZHOU Shu-yun.Context and the Choice of Imperative Forms in Advertising[J].Journal of East China Institute of Technology,2006,25(4):386-389. |
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| Authors: | ZHA Lin-lin ZHOU Shu-yun |
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| Abstract: | The present paper investigates imperative forms in various advertisements to examine whether there is any difference in frequency of application and types of imperative forms in different contexts and what causes such difference.The data used in this study are 241 advertisements including advertisements for product introduction and advertisements for sales promotion from newspaper,magazine,radio and television.The results reveal that psychological,physical,social and linguistic contexts influence the frequency of application and the choice of the types of imperative forms in advertising. |
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| Keywords: | imperative forms advertising language context |
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