| 从顺应论角度看幽默广告语的创作 |
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| 引用本文： | 崔秀珍,赵梦江.从顺应论角度看幽默广告语的创作[J].贵州工业大学学报(社会科学版),2008(5). |
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| 作者姓名： | 崔秀珍 赵梦江 |
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| 作者单位： | 中北大学人文社会科学学院;山西金城建筑有限公司; |
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| 基金项目： | 2007年度中北大学青年科学基金资助项目的阶段性成果之一 |
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| 摘 要： | Verschueren的语言顺应论为语用学提供了全面而科学的研究视角。文章试用Verschueren的顺应理论对幽默广告语的创作进行了详细的分析,指出广告者对幽默广告语的创作是一个为达到广告交际目的而在语言形式、内容和语用策略等方面不断做出选择的动态过程,是与语言结构和交际语境相互顺应的结果。
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| 关 键 词： | 幽默广告语 语言选择 顺应理论 |
On Humorous Advertising Language from the Angle of Adaptation Theory |
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| CUI Xiu-zhen,ZHAO Meng -jiang.On Humorous Advertising Language from the Angle of Adaptation Theory[J].Journal of Guizhou University of Technology(Social Science Edition),2008(5). |
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| Authors: | CUI Xiu-zhen ZHAO Meng -jiang |
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| Institution: | CUI Xiu-zhen~1,ZHAO Meng -jiang~2 (1.School of Humanities , Social Sciences,North University of China,Taiyuan 030051 China,2.Shanxi Jincheng Construction Co.Ltd.,Taiyuan 030053 China) |
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| Abstract: | This paper attempts to apply Verschueren's adaptation theory to the analysis of humorous advertising language.It is pointed out that humorous advertising language is a highly conscious action of linguistic choices and involves various linguistic devices for its advertising goal at different levels of linguistic structure,linguistic context and pragmatic strategy.And it is a dynamic process.Humorous advertising language is actually the outcome of linguistic choices interadaptable with linguistic structure an... |
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| Keywords: | humorous advertising language linguistic choices adaptation theory |
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