作 者: ;
机构地区: 华南农业大学外国语学院
出 处: 《阜阳师范学院学报(社会科学版)》 2009年第6期50-54,共5页
摘 要: 广告,作为一种语言交流方式,要取得语言交际的成功也要讲究策略,所以文章主要从Jef Verschueren的顺应论的角度对八个常用的广告语言策略的选择进行诠释。以顺应论和广告的相关知识为理论基础,对11个有代表性的中英文广告进行定性分析并探讨广告语言策略的选择是如何顺应社交世界和撰稿人假设的读者的心理世界。 This paper attempts to investigate advertising strategies from pragmatic approach.With the framework of the theory of adaptation and relevant knowledge on advertising,the author employs a qualitative method and applies it to the analysis of 11 typical English and Chinese print adverts to display how contextual correlates of adaptability is manifested in the choice of 8 long-established advertising strategies.
领 域: [语言文字]