论广告语言的陌生化效果及其礼貌原则策略——以别克君越汽车广告为例  

On Advertising Language Defamiliarization Effect and Politeness Principle Strategy——Amplifying in Advertising Language of Buick Lacrosse

作　　者：李文斌[1] 

机构地区：[1]武夷学院人文与教师教育学院,福建武夷山354300

出　　处：《武夷学院学报》2011年第3期49-52,75,共5页Journal of Wuyi University

摘　　要：广告语言陌生化是广告成功的关键。广告语言陌生化不限于语言诸要素形式上的"局部陌生"。运用礼貌原则策略,在广告语言和广告商品之间形成必要的矛盾和张力,可以取得广告语篇整体陌生化的效果。Advertising language defamiliarization is the key to advertising success.Advertising language defamiliarization is not limited to language elements form of ＂local defamiliariation＂.Using the politeness principle strategy,it will form necessary tension and contradiction between advertising language and advertising commodities,and can get the defamiliarization effect from the whole advertising language.

关 键 词：广告语言 陌生化效果 礼貌原则策略 语用分析 

分 类 号：G206.3[文化科学—传播学]