语言服务视域下广告语的用语规范研究——以房地产广告为例  

Studies on Pragmatic Norms of Advertising Language from the Perspective of Language Service——A Case Study of Real Estate Advertising

作　　者：罗忠[1] LUO Zhong(School of Arts,Anhui Sanlian University,Hefei,Anhui 230601,China)

机构地区：[1]安徽三联学院文学部,安徽合肥230601

出　　处：《北京城市学院学报》2025年第2期59-65,共7页Journal of Beijing City University

基　　金：安徽省高校人文社科重点项目“生态语言学视域下汉语词族生成研究”(SK2019A0755)。

摘　　要：广告语作为一种特殊行业的语言服务,其选择和使用对广告主实现其广告意图有着重要意义和作用,但因其经常出现失范现象而导致其广告效果受损。以房地产广告为例,在运用语用学和广告学相关理论深入分析其语言失范现象及其原因的基础上,结合实证分析和案例研究提出,广告主在选择和使用其广告语时必须注意其用语规范,遵循一定的语用原则,选择适切的语言策略来促进广告语的有效传达和消费者的准确理解,从而有效实现广告语的语言服务意图。As a special form of language service in the advertising industry,the selection and application of advertising slogans play a significant role in helping advertisers achieve their advertising goals.However,due to frequent non-standard usage,the effectiveness of advertisements is greatly reduced.Taking real estate advertisements as an example,based on an in-depth analysis of the language non-standard phenomena and their causes using pragmatics and advertising theories,combined with empirical analysis and case studies,it is proposed that advertisers must pay attention to the pragmatic norms when choosing and using their advertising slogans,follow certain pragmatic principles,and select appropriate language strategies to promote the effective communication of advertising slogans and the accurate understanding of consumers,thereby effectively achieving the language service intentions of advertising slogans.

关 键 词：语言服务 广告语 用语规范 语言学 广告学 

分 类 号：H08[语言文字—语言学]