快餐广告语言景观论析  

An Analysis of Language Use on Fast Food Advertising Billboards

作　　者：马修怡 程静 李丽娜[3] MA Xiu-yi;CHENG Jing;LI Li-na(University College London,UCL,London WC1E6BT,Britain;School of Education,Guangzhou Huali College,Jiangmen 529100,China;Jiaying University,Meizhou 514015,China)

机构地区：[1]伦敦大学学院,伦敦WC1E6BT [2]广州华立学院教育学院,广东江门529100 [3]嘉应学院,广东梅州514015

出　　处：《嘉应学院学报》2024年第5期60-64,共5页Journal of Jiaying University

摘　　要：本文对广告语言景观中肯德基、麦当劳和赛百味的快餐广告牌进行语言学分析,探讨其语言运用策略。研究重点在于文体特征、礼貌理论及语言模式在广告中的应用。结果表明,这些广告广泛运用了头韵、隐喻和平行结构等表达技巧,以增强广告文本的吸引力和记忆性。同时,礼貌语言和“面子”概念被用来提升品牌形象,但也存在不礼貌表达的情况。此外,广告通过删除、扭曲和概括等语言模式影响潜意识,从而规避有意识的抵抗。此分析为理解快餐广告中的语言策略及其对消费者行为的影响提供了新的视角。This study conducts a linguistic landscape analysis of fast food billboards from KFC,McDonald's,and Subway,exploring their language usage strategies.The research focuses on stylistic features,politeness theory,and linguistic patterns in advertisements.The results show extensive use of rhetorical devices such as alliteration,metaphor,and parallelism to enhance the attractiveness and memorability of the advertisement texts.Additionally,politeness language and the concept of"face"are used to elevate brand image,although instances of impolite expressions are also present.Furthermore,the advertisements employ linguistic patterns like deletion,distortion,and generalization to influence the subconscious,thus avoiding conscious resistance.This study provides new insights into the language strategies used in fast food advertising and their impact on consumer behavior.

关 键 词：语言景观 语言运用 文体特征 语言模式 

分 类 号：H15[语言文字—汉语]