从语境顺应角度看广告交际  

On Advertising Communication from the View of Context Conformity

作　　者：丁光梅[1] 

机构地区：[1]北京印刷学院新闻出版学院,北京102600

出　　处：《北京印刷学院学报》2011年第1期51-54,共4页Journal of Beijing Institute of Graphic Communication

摘　　要：从语用学的角度看,广告也是一种交际活动。要使广告符合受众的接受机制,按语境顺应理论,广告交际中的发话人就要顺应交际双方所处的物理世界,特别是受众所处的物理世界;顺应社交世界,包括顺应社会文化和顺应社会交际规范;顺应心理世界,特别是对广告交际效果产生直接影响的受众消费心理。Advertisement is one of society from the view of pragmatic.In order to make mechanism in conformity with the acceptance of audience,according to the theory of context of following,the speaker will conform to the physical world,especially the audience s physical world.The speaker will conform to the social world,including socioculture and specification of social communication.The speaker will conform to the psychological world,especially for the effective communication immediate impact of public cxpenditure ...

关 键 词：广告交际 语境顺应 物理世界 社交世界 心理世界 

分 类 号：H030[语言文字—语言学]