浅析谐音广告语的语用变异  

Analyzing the Pragmatic Variation of Homophonic Advertisements

作　　者：刘子楗[1] 

机构地区：[1]黑龙江大学文学院,黑龙江哈尔滨150080

出　　处：《齐齐哈尔大学学报（哲学社会科学版）》2016年第2期91-93,共3页Journal of Qiqihar University(Philosophy & Social Science Edition)

基　　金：黑龙江大学2015年研究生创新科研资金项目(YJSCX2015-013HLJU)

摘　　要：谐音广告语按来源和辞格情况可以有多种分类,它们在语用中发生了变异。从受众对谐音广告语态度进行的抽样调查中可以展现出公众对谐音广告语规范的态度:从动态语言观着眼,除去那些超越道德底线的谐音广告语,其存在应被采取宽容态度。Homophonic advertisements can be classified into several categories according to resources and rhetorical figures,and they vary in the pragmatic process. From the sample survey of the readers’ attitudes of homophonic advertisements,the attitudes of the masses can be showed from the dynamic linguistic viewpoints,excepting the homophonic advertisements which are beyond moral bottom line,they should be tolerated.

关 键 词：谐音 广告语 语用变异 规范化 态度 

分 类 号：H136[语言文字—汉语]