| 网络广告语言的语法与语用特征 |
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| 引用本文： | 冯蔚宁. 网络广告语言的语法与语用特征[J]. 洛阳理工学院学报(社会科学版), 2010, 0(6): 64-67 |
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| 作者姓名： | 冯蔚宁 |
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| 作者单位： | 曲阜师范大学文学院,山东曲阜273165 |
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| 基金项目： | 基金项目：福建省教育厅B类课题（JBS06158） |
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| 摘 要： | 网络广告在语言运用上基本能遵循现代汉语语法规则，节奏可快可慢，字节从一字到十字均有；文字间加入数字或英语字母甚至网络词汇，口语化现象突出；句子以单句、复句、长句、短句、主动句等为主，大量使用动词和主动句；标题准确、醒目、生动，兼顾高雅，雅俗共赏，产生语言的美感，能更好地传播广告对象及其品牌信息。
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| 关 键 词： | 网络广告语 现代汉语 语用特征 |
On Grammar and Pragmatic Features of Internet Advertising Language |
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| FENG Wei-ning. On Grammar and Pragmatic Features of Internet Advertising Language[J]. Journal of Luoyang Institute of Technology(Social Science), 2010, 0(6): 64-67 |
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| Authors: | FENG Wei-ning |
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| Affiliation: | FENG Wei-ning (College of Literature of Qufu Normal University, Qufu 273165, China) |
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| Abstract: | Internet advertising language generally fits into grammar rules of contemporary Chinese with flexibility in rhythm and length varying from one to ten words. Numerals or English letters or even internet words are inserted in expressions, which reflects an outstanding colloquial tendency. Sentence types are mainly composed by single sentences, complex sentences, long sentences, short sentences, and ative sentence, with frequent use of verbs. Titles are accurate, eye-catching, vivid as well as elegant and popular, which produces a perfect linguistic sense to disseminate information of products and brands. |
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| Keywords: | internet advertising language contemporary Chinese pragmatic feature |
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