摘要
由于广告是一种特殊的交际,作为交际主体的广告商和广告受众需要参照认知经验提供的表达方式来表达或理解话语。通过框架理论分析英语商业广告能揭示广告话语生成和理解的认知过程。广告商通过选择特定的视角来凸显产品的独特卖点,在传递产品信息的同时影响广告受众的认知过程,使其接受广告中宣传的产品,最终达到交际成功。
Since advertising is an unusual communication, advertiser and advertising audience, as the key participants, need to express or understand utterances in the ways according to our cognitive experience. The analysis of English commercial advertisements from the perspective of frame theory could discover the cognitive process in the production and understanding of utterances in advertisements. Advertisers not only convey the information of products but also choose certain perspectives to manifest the selling points of advertised products and to influence the cognitive process of advertising audience in order to achieve successful communication by persuading them to accept the advertised products.
出处
《湖北第二师范学院学报》
2012年第6期129-131,共3页
Journal of Hubei University of Education
关键词
商业广告
交际
视角
认知客体
commercial advertisement
communication
perspective
cognitive object
