论广告语篇的省略信息 |
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引用本文: | 刘海瑛.论广告语篇的省略信息[J].渝西学院学报(社会科学版),2004,3(4):38-41. |
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作者姓名: | 刘海瑛 |
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作者单位: | 渝西学院外国语系 重庆 永川 邮编402168 |
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摘 要: | 省略在商业广告语篇中是常见的现象。本文通过关联理论、语境理论、图式理论来解说广告的省略。高度省略性的广告看似互不连贯的话语,但因为广告主和广告受众都遵循一个目的,相互配合,根据对方所提供的字面意义,推导出相应的隐含,这一点在商业广告中得到广泛的体现。
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关 键 词: | 省略 广告语篇 话语分析 |
文章编号: | 1671-7546(2004)04-0038-04 |
修稿时间: | 2004年7月13日 |
On Omitted Information in Advertising Texts |
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Authors: | LIU Hai-ying |
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Abstract: | Omission is a common phenomenon in advertisement. The paper aims at explaining omission in advertising texts through Relevance Theory, Context theory and Schema theory. Highly-omitted advertisement seems non-coherent. However, advertisers and addressees can cooperate with each other to infer the corresponding implication from the literal information, which is well presented in advertising texts. |
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Keywords: | omission advertising text discourse analysis |
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