广告语蓄意歧义的运用  

Study of Positive Impact of Slogan Deliberate Ambiguity

作　　者：李静文[1] 

机构地区：[1]曲阜师范大学文学院

出　　处：《河北交通职业技术学院学报》2016年第3期77-80,共4页Journal of Hebei Jiaotong Vocational and Technical College

摘　　要：广告语中的蓄意歧义主要有语音歧义、语义歧义、句法歧义、语用歧义等形式。在广告语中灵活运用不同的歧义形式,可以激发想象,提高消费者的购买欲望,提高企业的经济效益。The slogan ambiguity mainly appears on speech, syntax, semantics and pragmatics. Cleverly designed advertising language is to be able to deepen the impression of consumers, stimulating consumption and expanding economic benefits.

关 键 词：广告语 积极歧义 运用 

分 类 号：H052[语言文字—语言学]