| 广告语对交际语境的顺应 |
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| 引用本文： | 周四瑗. 广告语对交际语境的顺应[J]. 武汉科技大学学报(社会科学版), 2003, 5(4): 102-105 |
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| 作者姓名： | 周四瑗 |
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| 作者单位： | 湖南科技大学,外国语学院,湖南,湘潭,411201 |
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| 摘 要： | 语境关系顺应是语言顺应的一个方面。语境关系中的交际语境包括交际双方及其心理世界、社交世界和物理世界。文中指出:广告语言的选择和使用就是对交际语境的一种顺应,即顺应受众的情感和理念等心理世界因素、社会环境和文化氛围等社交世界因素,以及时空等物理世界因素,以期达到广告目的。
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| 关 键 词： | 广告语 语境关系顺应 交际语境 AIDA原则 |
| 文章编号： | 1009-3699(2003)04-0102-04 |
| 修稿时间： | 2003-09-05 |
Advertising Slogans: Conforming to Communicative Context |
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| ZHOU Si-yuan. Advertising Slogans: Conforming to Communicative Context[J]. Journal of Wuhan University of Science and Technology(Social Science Edition), 2003, 5(4): 102-105 |
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| Authors: | ZHOU Si-yuan |
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| Abstract: | Agreement in contextual relationship is a part of linguistic conformance. Communicative context covers both the two parties involved in communication and their psychological worlds, social communication worlds and physical worlds. Discourse analysis points out that the selection and use of advertising language should conform to communicative context, that is, meeting the receiver' s psychological anticipation,following social and cultural rules and giving full attention to factors in the physical world. And only in this way can the desired aim be achieved. |
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| Keywords: | advertising slogan conformance in contextual relationship communicative context AIDA principles |
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