| 广告语与幽默语的顺应性对比研究 |
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| 引用本文： | 陈军洲.广告语与幽默语的顺应性对比研究[J].西昌学院学报(社会科学版),2011(2):16-19. |
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| 作者姓名： | 陈军洲 |
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| 作者单位： | 广东女子职业技术学院外语系; |
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| 基金项目： | 广州市哲学社会科学发展“十一五”规划2008年度课题《语言交际与语言顺应研究》基金,编号08B33 |
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| 摘 要： | 广告语与幽默语的顺应性特征有显著的可比性。广告语是通过顺应受众、＂投其所好＂来达到目的。顺应受众是显性的＂褒扬的＂顺应过程;使受众顺应广告语者的目的、产生购买行为则是隐性的顺应过程。幽默语的特点是：幽默制作者有意违背或不顺应受众或听者的预期,这是一个显性的不顺应过程;而通过某种＂线索＂或＂关联＂（即隐性顺应因素）引导受众朝意想不到的或隐性的意义上思考,这个意义就是幽默制作者的意图,这是一个隐性的且具备＂贬损性质的＂顺应过程。广告幽默语具备广告的特征和幽默的顺应性特征。
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| 关 键 词： | 广告语 幽默语 顺应性 对比 研究 褒扬 贬损 |
A Comparative Study on the Adaptation of Advertisement and Humor |
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| CHEN Jun-zhou.A Comparative Study on the Adaptation of Advertisement and Humor[J].Journal of Xichang College :Social Science Edition,2011(2):16-19. |
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| Authors: | CHEN Jun-zhou |
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| Institution: | CHEN Jun-zhou(Guangdong Women's Poly-technical College,Guangzhou,Guangdong 511450) |
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| Abstract: | There is significant difference in the adaptation between advertisement and humor language.Advertisement language reaches its purpose by catering to the need of the audience;but humor does by going against their expectation.The course of adapting to the audience in advertisement is complimentary;and that in humor is depreciatory. |
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| Keywords: | Advertisement Humor Adaptation Comparative Study Complimentary Depreciatory |
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