| 摘要: |
| 广告无处不在,为了吸引受众,必然要打破常规,实现陌生化,做到新颖独特。从语言层面来看,实现陌生化的最佳途径就是广告语言变异,广告语言变异就是广告创作者有意识地在广告这个载体中对常规语言的超常运用,主要包括语言形式变异和语言意义变异两方面。语言形式变异主要体现在语音、词汇、词形等方面,语言意义变异大多表现为语义及其搭配变异、语法变异等。由于陌生化,英汉广告语言就能最大限度激活受众的奇特感,最终实现劝导消费的目的。 |
| 关键词: 陌生化理论 英汉广告 语言变异 形式变异 意义变异 |
| DOI： |
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| Analysis on Advertising Language Variation from the Perspective of Defamiliarization Theory |
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LIAO Dong-hong
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| Abstract: |
| Advertising is ubiquitous,in order to attract the consumers' attention,advertising is bound to break the routine and achieve defamiliarization so that it will be novel and unique.From the linguistic point of view,the best way to achieve defamiliarization in advertising is to adopt language variation,which is that the extraordinary use of conventional language is consciously done in advertising by advertisers,and there are mainly two aspects-form variation and meaning variation,the former embodies phonological variation,lexical variation,variation in word form etc.,the latter includes semantic and collocation variation,grammar variation etc..Because of Defamiliarization,English and Chinese advertising language can activate the peculiar sense of the consumers as possible,and ultimately accomplish the possibility of consumption. |
| Key words: Defamiliarization Theory English and Chinese advertisement language variation form variation meaning variation |
