摘要
广告语是广告信息的最重要载体,传达商品信息并且说服消费者成功购买是广告语的主要功能。随着我国进入工业化后期的“消费文化”时代,社会与公众心理都在发生深刻的变化,广告语的应用如何加以变革,使其更具有传达力、感染力与说服力已成为研究的方向。研究认为,当前,广告语研究从语言学范畴转向应用范畴,广告语功能由功能传播转向符号功能实现等。广告语应用本身存在功利化、缺乏文化内涵、想象力与忽视消费者需求等突出问题。因而,基于社会大众消费文化心态、审美情趣,顺应时代变化,兼顾新旧媒体特色,综合运用合作与礼貌原则等重新构建广告语非常必要。
Advertising language is the most important carrier of advertising information.The main function of advertising language is to convey commodity information and persuade consumers to purchase successfully.With China’s entry into the“consumption culture”era on the later stage of industrialization,profound changes have taken place in society and public psychology.The way to change the application of advertising language to make it more expressive,appealing and persuasive has become the research direction.At present,the study of advertising language has shifted from linguistic category to application category,and the function of advertising language has shifted from communication to symbol.There are some prominent problems in the application of advertising language itself,such as utilitarianism,lack of cultural connotation,imagination and neglect of consumers’demand.Therefore,it is necessary to reconstruct the advertising language based on the public consumption culture psychology and aesthetic taste,the changes of the times,the characteristics of the new and old media,and the Cooperative Principle and Politeness Principle.
作者
李敏
LI Min(School of Chinese Language and Literature,Jiangsu Normal University,Xuzhou 221116,China)
出处
《南通大学学报（社会科学版）》
CSSCI
北大核心
2020年第6期129-136,共8页
Journal of Nantong University:Social Sciences Edition
基金
江苏省社会科学基金项目“消费文化时代广告语应用及构建研究”(17TQD001)。
关键词
消费文化
广告语
构建策略
consumption culture
advertising language
construction strategy
