| 语言变异在广告中的运用 |
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| 引用本文： | 朱丽艳,谭婷.语言变异在广告中的运用[J].淮海工学院学报(社会科学版),2011,9(11):48-50. |
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| 作者姓名： | 朱丽艳 谭婷 |
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| 作者单位： | 1. 湖南铁道职业技术学院人文社科系,湖南株洲,412001
2. 湖南工业大学外国语学院,湖南株洲,412008 |
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| 摘 要： | 广告语言常常追求语言的＂新、奇、异＂以吸引众多的广告受众,语言变异便是吸引广告受众的一种重要方式。它使用偏离语言常规的语言艺术形式来启发和激活读者的想像,并把这种联想引向预测中的最佳效果。通过对广告词的分析,用社会语言学理论对其语言的变异现象、变异形式及其语用效果进行了比较细致的探讨,旨在为广告语言的设计提供参考。
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| 关 键 词： | 广告 广告语言 语言变异 |
The Application of Language Variation in Advertisement |
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| ZHU Li-yan,TAN Ting.The Application of Language Variation in Advertisement[J].Journal of Huaihai Institute of Technology,2011,9(11):48-50. |
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| Authors: | ZHU Li-yan TAN Ting |
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| Institution: | 1.Humanity and Sociology Department,Hunan Railway Professional Technology College,Zhuzhou 412001,China; 2.School of Foreign Languages,Hunan University of Technology,Zhuzhou 412008,China) |
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| Abstract: | Novel,strange and exceptional expressions in advertising language can often attract the advertisement receivers.Language variation is the art of language which has deviated from linguistic norms.It may enlighten and activate the readers＇association and imagination which leads to the best predicted effects.By analyzing a number of advertising languages,this paper makes a detailed discussion about the variant phenomena,variant forms and pragmatic effects of the advertising languages based on some sociolinguistic theories,and aims to provide a reference for design of advertising language. |
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| Keywords: | advertisement advertising language language variation |
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