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本文主要运用耶夫·维索尔伦“语用学综观论”中的“适应性理论”对“成语在广告语中的使用”进行分析,既包括对成语字形、字义直接引用的现象,也包括对成语字形、字义变异使用的情况,分析时不加以具体区分,重在探讨语言运用最佳效益的获取方式。
This paper analyzes the use of “idioms in advertising language ” by using the theory of “adaptability ” in the comprehensive theory of pragmatics The phenomenon of direct quotation also includes the use of idioms and variations of idioms. The analysis does not make any specific distinction and focuses on the ways of obtaining the best benefits of language use.