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广告在我们生活中占据了重要的席位,广告不仅作为一种传播的媒介,还作为一中特殊的交际形式,无时无刻不在影响着广大消费者的消费行为。因此广告语言必须具备很高的注意价值和记忆价值,才能收到目标受众的青睐。广告商要为了说服消费者购买产品,会采取各种各样的言语表达手段。广告商在广告语言表达过程中掩盖了其真正的交际意图,广告商在广告中大量运用预设理论。广告商在遵守礼貌的原则的情况下运用幽默,委婉,间接的礼貌的修辞从而达到其收益的目的。
Advertising occupies an important place in our life. Advertisement not only acts as a medium of communication but also as a special form of communication, which affects the consumers’ consumption behavior all the time. Therefore, advertising language must have a high attention value and memory value, in order to receive the target audience’s favor. Advertisers want to persuade consumers to buy products, will take a variety of means of speech. Advertisers obscure their true communicative intention in the process of advertising language expression, and advertisers make extensive use of preconceived theories in advertisements. Advertisers use humor, euphemism, and indirect courtesy rhetoric to achieve their proceeds in compliance with the principle of politeness.