高低语境下中外企业宣传口号交际特点探析  

An Analysis of the Communication Characteristics of Chinese and Foreign Enterprises'Advertising Slogans in High and Low Context

作　　者：张世蓉[1] 赵圆 ZHANG Shirong;ZHAO Yuan(School of Foreign Studies,Lanzhou University of Technology,Lanzhou Gansu 730050,China)

机构地区：[1]兰州理工大学外国语学院,甘肃兰州730050

出　　处：《莆田学院学报》2020年第6期82-85,89,共5页Journal of putian University

摘　　要：概述霍尔的高低语境理论研究现状,将语料涉及的国家按语境的高低进行分类,在此基础上,通过间接交际与直接交际、集体意识与个体意识、感觉表意与逻辑表意、模糊信息与具体信息4个维度,分析中外企业宣传口号的交际特点,为中外企业宣传口号的设计与翻译提供借鉴。Based on Hall's high and low context,this paper analyzes the communication characteristics of the advertising slogans of Chinese and foreign enterprises from four dimensions,in order to provide some reference for the creation and translation of Chinese and foreign enterprises'slogans.The countries involved in the corpus are classified according to high and low context,and the four dimensions include indirect communication and direct communication,values individualism and values group sense,sensory expression and logical expression,simple information and detailed information.

关 键 词：企业宣传口号 高低语境 交际特点 

分 类 号：H13[语言文字—汉语]