语言变异在广告中的运用  

The Application of Language Variation in Advertisement

作　　者：朱丽艳[1] 谭婷[2] 

机构地区：[1]湖南铁道职业技术学院人文社科系,湖南株洲412001 [2]湖南工业大学外国语学院,湖南株洲412008

出　　处：《江苏海洋大学学报（人文社会科学版）》2011年第11期48-50,共3页Journal of Jiangsu Ocean University（Humanities & Social Sciences Edition）

摘　　要：广告语言常常追求语言的"新、奇、异"以吸引众多的广告受众,语言变异便是吸引广告受众的一种重要方式。它使用偏离语言常规的语言艺术形式来启发和激活读者的想像,并把这种联想引向预测中的最佳效果。通过对广告词的分析,用社会语言学理论对其语言的变异现象、变异形式及其语用效果进行了比较细致的探讨,旨在为广告语言的设计提供参考。Novel,strange and exceptional expressions in advertising language can often attract the advertisement receivers.Language variation is the art of language which has deviated from linguistic norms.It may enlighten and activate the readers＇association and imagination which leads to the best predicted effects.By analyzing a number of advertising languages,this paper makes a detailed discussion about the variant phenomena,variant forms and pragmatic effects of the advertising languages based on some sociolinguistic theories,and aims to provide a reference for design of advertising language.

关 键 词：广告 广告语言 语言变异 

分 类 号：H030[语言文字—语言学]