广告语言奢化的伦理问题及其对策  

Analysis on Ethical Issues in Advertising Language Extravagance and Its Countermeasures

作　　者：胡青青[1] 

机构地区：[1]湖南工业大学国际学院,湖南株洲412008

出　　处：《湖南城市学院学报》2014年第1期104-108,共5页Journal of Hunan City Univeristy

基　　金：湖南省教育厅科学研究项目研究项目(13C041);湖南工业大学社会科学研究项目(2012HSX19)

摘　　要：在广告语言使用中,存在语言奢化现象,具体表现为广告语用者好用极限词语和使用过度、重复用词来体现广告语言命名的夸张化、评价的自以为是化以及表述的唯我独尊化。语言奢化,作为利益主体语用团体运用的主要手段,在激烈的市场竞争中发挥了积极作用,同时也引发了许多亟待解决的伦理问题,如物化、娱乐世俗化和道德人格和道德理想缺失。解决以上伦理问题须树立正确的义利观,抵制功利主义的膨胀;须实现语言工具理性和价值理性相结合的"新理性",做到语言真实,言德统一;须广告语用者自觉承担言语道德责任和文化传播责任,促进广告语言文明建设。Advertisement is of phenomenon of using extravagant language, which includes exaggeration names, gasification evaluation and exclusively individuality expression for its advertising commodities by using extreme words and excessive, repetitive words. Language extravagation, considered as the main means of pragmatic use of interest subjects, plays a positive role in the fierce market competition and also causes many ethical problems to be resolved, such as： materialization, entertainment secularization and personal moral and ideal ignorance. There are some countermeasures by analyzing absolved ethical issues objectively and deeply as follows： first, building up the correct profit conception and resisting utilitarianism expansion. Then, realizing ＂new rational＂ by combining language tool rationality and value rationality and making unification between morality and language. Finally, assuming responsibility of moral language and its culture transmission consciously and promoting advertising language civilization.

关 键 词：广告语 语言奢化 言语道德 伦理问题 对策 

分 类 号：H315[语言文字—英语]