摘要
好的广告语可以达到显性表述与隐性表述相得益彰,意味悠长,让人过目不忘的效果,其解读和创作都要用到常规推理。常规关系是两个事物之间的自身的关系,可以抽象为相邻/相似关系,是人们以关系的方式把握世界的一种认知工具。人们依相邻/相似律,通过常规推理便可解读广告语的隐性表达,而广告创作者也可以利用常规关系创造出充满智慧、妙趣横生的广告语。
Good advertisements can mingle their manifestative and implicative complement each other,and becomes more impressive.Both the reading and creation of this kind of advertisements need stereotypical reasoning.Stereotypical relation,a natural connection between two entities,which might be seen from two dimensions：proximity and similarity,is a tool for people to know the world by way of relations.The audience may work out the implicative embedded in advertisements,while advertisers may create wise and interesting advertisements,both applying stereotypical reasoning.
出处
《河北理工大学学报（社会科学版）》
2011年第6期110-111,114,共3页
Journal of Hebei Polytechnic University:Social Science Edition
关键词
广告
常规关系
常规推理
advertisements
stereotypical relation
stereotypical reasoning
