汉语书面广告复句的语义特征和运用特色  

The Semantic Features and Application of the Compound Sentence of Chinese Advertisement

作　　者：周筱娟[1] 

机构地区：[1]江汉大学语言文学研究所,湖北武汉430056

出　　处：《鄂州大学学报》2007年第1期58-60,共3页Journal of Ezhou University

基　　金：国家语言文字应用研究"十五"科研项目"汉语书面广告语言运用研究"(编号:YB105-64B)

摘　　要：汉语书面广告复句具有语义推进、虚实相间、完形透视及语义对称等常规特征。广告复句的标点运用和省略用法,充分体现了广告复句对称、简洁的语言格局。“跳跃生成语义”是广告语言特色之一。广告复句标点的使用,充分体现了广告经济——“细节决定成败”的战略策略。汉语书面广告复句,有通常的省略形式:承前省、蒙后省等。也有利用广告语言构架的句外省,以及蒙整个广告版面而采取的特色省。The Compound Sentence of advertisement has the characters of the semantic deep and symmetry etc.The punctuation and ellipsis embody the advertisement structure.It is one of the Advertisement features to create the more meaning.The applied punctuation fully shows the tactic on the detail decides success or defeat.There are two normal ellipsis ways.One leaves out a word in the later clause according to the former,the other does in reverse ellipsis.In addition there are some special ellipses.

关 键 词：汉语书面广告 复句 语义特征 标点 省略 

分 类 号：H19[语言文字—汉语]