| 论语言顺应的动态性——基于广告语言的分析 |
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| 引用本文： | 刘恩祥,刘颖,李哲.论语言顺应的动态性——基于广告语言的分析[J].佛山科学技术学院学报(社会科学版),2011,29(1):70-74. |
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| 作者姓名： | 刘恩祥 刘颖 李哲 |
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| 作者单位： | 深圳信息职业技术学院,应用英语系,广东,深圳,518029 |
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| 摘 要： | 根据Verschueren语言顺应论，顺应的动态性指语言选择过程中语境和语言结构之间所作的动态顺应，揭示的是语言选择的“实际过程”，也是语言意义动态协商生成过程。语言顺应的动态性在广告语言使用中主要体现分别为：（1）语言使用随着时间流转而产生意义的变化，具有微观和宏观两方面的表现；（2）作为语境中重要组成部分的交际双方所处的社会关系及认知心理状态具有极强的流动性；（3）广告语篇布局谋篇的灵活性；（4）广告言语事件或活动使其表意框架具备的规约性及变异性；（5）语言意义体现的多样策略性，如隐形和显性等。
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| 关 键 词： | 广告语言 语言顺应论 顺应动态性 |
An Analysis of the Dynamics of Adaptability in Advertising Language |
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| LIU En-xiang,LIU Ying,LI Zhe.An Analysis of the Dynamics of Adaptability in Advertising Language[J].Journal of Foshan University(Social Science),2011,29(1):70-74. |
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| Authors: | LIU En-xiang LIU Ying LI Zhe |
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| Institution: | LIU En-xiang,LIU Ying,LI Zhe (Department of Applied English,Shenzhen Institute of Information Technology,Shenzhen 518029,China) |
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| Abstract: | According to Verschueren's Linguistic Adaptation Theory,the dynamics of adaptability is situated in the inter-adaptation of contextual correlates and linguistic structural objects,which can reveal the process of meaning generation and is regarded as the central task in pragmatic analysis.The dynamics of adaptability can be located,described and explained from the following aspects: temporal dimension,other contextual dimensions,language structure linearity,meaning frame in language and strategies of meaning... |
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| Keywords: | advertising language linguistic adaptation theory dynamics of adaptability |
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