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一、引言随着社会经济的发展及科技的进步,广告借助各种媒介的传播,充斥在人们生活中的方方面面,并影响着人们的生活。商业广告以其极强的应用性在近几年来得到迅猛发展,广告形式也愈加丰富,除了文字、图片,更有声音、视频等生动形式。但无论广告形式如何丰富,其宣传效果好坏归根结底要依赖于其语言的号召力和感染性。本文从文体学的视角,从词汇、句法、和语义三个方面分析了一则视频广告的语言特点以及这些特点产生的效果。
I. INTRODUCTION With the development of society and economy and the advancement of science and technology, advertisements spread through various media and are filled in all aspects of people’s life and affect people’s life. With its strong application of commercial advertising in recent years has been rapid development of advertising forms are also more abundant, in addition to text, pictures, more sounds, video and other vivid forms. However, no matter how rich advertising forms, the effectiveness of its publicity ultimately depends on the appeal and contagion of its language. This article analyzes the linguistic features of a video advertisement and its effects from the perspective of stylistics from three aspects: vocabulary, syntax and semantics.