| 品牌在汉语广播广告语篇中的指同方式 |
| |
| 引用本文： | 黄燕.品牌在汉语广播广告语篇中的指同方式[J].云南民族大学学报(哲学社会科学版),2004,21(2):137-140. |
| |
| 作者姓名： | 黄燕 |
| |
| 作者单位： | 南京审计学院,对外汉语系,江苏,南京,210029 |
| |
| 摘 要： | 同形表达、局部同形表达和异形表达是广播广告语篇中品牌的三种指同方式。分别具有:减轻听众理解和记忆的负担,强调突出;外语品牌词插入有"洋化"效果,体现了广告的定位;保证了广告语篇的连贯性和层次性等作用。这三种指同方式既是品牌的实现形式和语篇的衔接手段,也体现广告宣传的目的性。
|
| 关 键 词： | 广播广告 品牌 指同方式 |
| 文章编号： | 1001-8913(2004)02-0137-04 |
| 修稿时间： | 2003年10月20 |
On the Indicators of Brands in Chinese Broadcast Advertising Discourse |
| |
| HUANG Yan.On the Indicators of Brands in Chinese Broadcast Advertising Discourse[J].Journal of Yunnan Nationalities University:Social Sciences,2004,21(2):137-140. |
| |
| Authors: | HUANG Yan |
| |
| Abstract: | Repetition, partial repetition and different expressions are three brand indicators used in broadcast discourse, which can help the listeners' understanding and memory of the brands and strengthen their impression. The use of some foreign words gives the listeners a sense of exoticness. These three indicators help popularize the brands and make the advertising discourse coherent and goal-oriented. |
| |
| Keywords: | broadcast advertisement brand way of indication |
| 本文献已被 CNKI 万方数据 等数据库收录！ |
