微信营销广告的语用移情研究——以中国手机十大品牌为例  

Study on the We Chat Marketing Advertisements from the Perspective of Pragmatic Empathy:Based on Chinese Top Ten Cellphone Brands

作　　者：刘光洲[1] 陈品英[1] 沈洁[1] 

机构地区：[1]西安外国语大学,陕西西安710128

出　　处：《铜陵学院学报》2016年第4期94-97,共4页Journal of Tongling University

基　　金：西安外国语大学研究生科研基金一般项目"微信营销广告语的语用研究"(syjs201526)

摘　　要：作为一种分众营销模式,微信营销广告对于塑造品牌形象具有很大的影响力。文章基于语用学研究的移情理论,以中关村在线2016年中国十大手机品牌微信营销广告为例,分析微信营销广告的语用移情策略以及产生的移情效应。研究发现,语用移情的本质与广告的AIDA原则具有很强的关联性和一致性,微信营销广告语通过在情感和认知层面满足用户的感性诉求来获得移情主体的情感投射和转化。As a demassification marketing mode, WeChat marketing advertisements have a crucial influence on the promotion of brand images. Based on the pragmatics empathy theory, the study aims to probe the pragmatics empathy strategies and the effects by cit- ing the 2016 Chinese top ten cellphone brands listed on the ZOL as examples. The research result suggests that pragmatics empathy is essentially correlated and consistent with the AIDA principles, namely, attention, interest, desire, action. By meeting the emotional ap- peal of WeChat users on the emotional and cognitive level, WeChat marketing advertisements achieve emotional projection and transfor- mation of empathy subjects.

关 键 词：微信营销 广告语 手机 语用移情 

分 类 号：H030[语言文字—语言学]