房地产广告话语语用身份建构的语境顺应性  

The Contextual Adaption of the Construction of Pragmatic Identity in the Case of Real Estate Advertisements

作　　者：程艳[1] CHENG Yan(Department of Teachers Education, Ma＇anshan Teacher＇ s College, Ma＇anshan, 243000, Anhu)

机构地区：[1]马鞍山师范高等专科学校教师教育系,安徽马鞍山243000

出　　处：《蚌埠学院学报》2016年第5期58-63,共6页Journal of Bengbu University

基　　金：安徽高校优秀青年人才支持计划重点项目(GXYQZD2016579);安徽省教学质量工程项目英语教育省级教学团队(2014jxtd051);校级精品资源课程(2014XJGXKL4)

摘　　要：基于顺应理论和语用身份论,以马鞍山的房地产广告为对象,对其进行定性与定量分析,发现此类广告话语涉及位置、环境、户型、价格、交通、规模6类显性方面和1类隐性方面品质。同时,房产商构建了陈述者、对话者和评论者的三种语用身份,并且这三种身份顺应了潜在购房者的物理语境、社交语境和心理认知语境,最终有效地刺激顾客产生购房行为。此外,作为广告话语中重要的组成部分,房地产广告话语的语境顺应性对建构与提升城市形象有一定的现实意义。Based on the two theories of Adaptation Theory and Pragmatic Identity Theory,it made the quantative and qualitative analysis in this paper for the real estate advertisements in Ma＇ anshan City. It found that the real estate advertisements was related to such 6 explicit aspects as location,environment,type,price,transportation and scale,and such 1 implicit aspect as quality as well. In these advertisements,three kinds of pragmatic identities was constructed narrator,dialogist and commentator. In the meantime,the buyers＇ physical world,social world and psycho-cognitive world were adapted by the three pragmatic identities. In this way,the potential buyers were triggered to purchase the real estate advertised.In addition,as an important part of advertisements,the contextual adaption of the real estate advertisements played a realistic role in the construction and elevation of the city image.

关 键 词：房地产 广告话语 身份建构 语境顺应 

分 类 号：H313[语言文字—英语]