| 广告英语中词汇和语义的变异现象研究 |
| |
| 引用本文： | 朱云莉.广告英语中词汇和语义的变异现象研究[J].湖州职业技术学院学报,2009,7(1):56-58. |
| |
| 作者姓名： | 朱云莉 |
| |
| 作者单位： | 江汉大学,外国语学院,武汉,430056 |
| |
| 摘 要： | 为了实现广告的“注意价值”和“记忆价值”，广告创作者总是殚精竭虑、煞费苦心地使语言诸要素在运用中出现变异。从语用学的角度讲，广告中的语言变异现象是广告创作者借助变异语言的言外之意吸引、鼓动消费者采取购买行动的一种手段。广告英语中使用频率较高的词汇变异和语义变异实则是对“合作原则”中方式准则和质的准则的违反，让消费者越过话语的表面意义去推导出其中的语用含义。
|
| 关 键 词： | 广告英语 变异 方式准则 质的准则 |
On Lexical and Semantic Deviation in Advertising English |
| |
| ZHU Yun-li.On Lexical and Semantic Deviation in Advertising English[J].Journal of Huzhou Vocational and Technological College,2009,7(1):56-58. |
| |
| Authors: | ZHU Yun-li |
| |
| Institution: | ZHU Yun-li (School ofForeign Languages, Jianghan University, Wuhan 430056, China) |
| |
| Abstract: | To produce a piece of advertisement with more attention value and more memory value, copywriters always does their utmost to deviate from the language rules. Pragmatically speaking, they tend to make good use of the implied meaning of the deviated language to attract and prompt consumers to take action. Lexieal deviation and semantic deviation, the two types of deviation most frequently employed in advertising English, practically flout Manner Maxim and Quality Maxim in Cooperative Principle in order to force the target audience to make pragmatic implicature. |
| |
| Keywords: | advertising English deviatiom Manner Maxim Quality Maxim |
| 本文献已被 维普 万方数据 等数据库收录！ |
|
