从顺应的角度看英语商业广告语的语言特征
摘要：广告是我们日常生活中不可或缺的一部分。随着社会经济的发展,广告现象已深入到社会各个角落.人们的生活也与之有着千丝万缕的联系.在日常生活中，人们很容易受到广告的引导做出一定的消费行为。因此，广告可以被视为是一种特殊的交际行为，是以说服为导向的，其目的在于引起交际对象的注意，使其发生兴趣，促成行动。但并不是所有广告都能达到它所期待的目的，去成功地吸引消费者。因此，广告策划需要注重去如何顺应大众心理，被大众接受才算是一则成功的广告。
Jef. Verschueren在他的著作Understanding Pragmatics中系统而全面的地阐述了语言顺应论。顺应论强调“语言的使用是一个基于语言内部或外部原因在不同的意识程度下为适应交际需要而不断作出选择的过程。”Jef. Verschueren认为，语用学应该研究语言的变异性，商讨性和顺应性。语言只有具备了变异性和商讨性，其顺应性才成为可能，没有变异性就没有顺应性的内容。因此，顺应性较前两个属性，属于更高的一个级别。
一个成功的广告策划人，在设计广告语时必须考虑到广告面向的消费者的整体语言和文化特征。为达到促销的目的，就要以消费者所能接受的语言在不造成文化冲突的前提下进行广告策划。换言之，广告人在设计广告语时要充分利用顺应论，做到广告对社会以及消费者的全面顺应，才能达到成功的促销目的。因此，顺应论在广告策划中起着至关重要的作用。
本文通过探讨语言顺应论在广告设计中的应用，从不同的顺应角度来分析广告策划中应该遵从的多种顺应原则，从而分析商业广告语（发音/词汇/句式/修辞等方面）的特征。将阐述广告顺应消费者，生产商，商品，市场所体现的语言特征，体现顺应论在广告设计中的重要性，用了理论与实例想结合的研究方法，加上文献分析，将顺应论充分联系到实际应用中，发挥其在广告策划中的积极作用。
关键词：顺应论； 商业广告；广告设计； 语言特征
Analysis of English Commercial Advertising Language in the Perspective of the Adaptation Theory
Abstract： With the development of society and modern technology, advertisements have gone through great changes. Penetrating into every aspects of human life, advertisements have become an indispensable part of human daily life. Nowadays, as the society becoming more and more commercialized, advertising plays an important role in the product promotion, therefore, more and more scholars do the researches in this field and have reached some achievements.
As Verschueren proposed in the Understanding Pragmatics (1999), language owns three notions: variablity, negotiability and adaptability. The three notions are fundamentally inseparable. Their hirerarchical ranking is but a conceptual tool to come to grips with the complexity of pragmatic phenomena, which will allow us to use the higher-order notion of ‘adaptability’ as the point of reference in further theory formation and empirical research, keeping in mind that it has no content without both variablity and negotiability. Therefore, the adaptability should rank higher than the other two notions. From the thinking point to analyze the adaptability, we need to consider four aspects: contextual correlates of adaptability, structural objects of adaptability, dynamics of adaptability and the salience of adaptation processes.
Advertising has been studied in various disciplines such as anthropology, sociology, linguistics, literary criticism and so on. But, according to the past researches, most scholars study it from the advertising examples, concluding the charaters of advertising strategies from analyzing the case study. Seldom studys were concluded or interpreted from the theory points. It is a new aspect for us to dig. If the strategies chosen well to the specific context, the object of the advertising will be eventually come true. Which are closely related to the theory of adaptation and advertising strategies?
This thesis aims to explain how these criteria are related to the advertiser’s choice of the advertising language in the term of analysis of the linguistic perspectives, and incarnate the theory of adaptation in advertisement and show the relationship between the choice of advertising language and the assumed mental world of audience from the point of view of commercial advertising language (pronunciation / vocabulary / sentence / rhetoric.) characteristics,and explain how the advertisement conform to the consumers, producers, commodities, market characteristics embodied in the language. Combining with theory, examples, research methods, and literature analysis, which links the adaptability to practical application in order to play an active role in advertising strategy.
Key words: the theory of adaptation; advertising strategy; commercial advertising; linguistic features
*若需了解更多与协助请咨询↓→[电脑QQ][手机QQ]【数据协助】
