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指示语分为五类,它们是:人称指示、地点指示、时间指示、话语指示和社会指示。广告常常利用指示语中的人称指示和消费者建立一定的关系。非包容性“we”强调公司或企业为了消费者的利益所做的努力;包容性“we”表明公司或企业与消费者之间存在共同点,有助于缩短他们之间的距离;“I”指以前的消费者,对潜在的消费者将产生积极正面的影响;“you”在广告中一般指潜在的消费者。采用这种形式,有利于广告者和消费者之间的交流,缩短他们之间的距离。
Indicators are divided into five categories, they are: personal instructions, place instructions, time instructions, utterance instructions and social instructions. Advertising often use the person in the indicator language to indicate and consumers to establish a certain relationship. Non-inclusive “we” emphasizes the company or business efforts for the benefit of consumers; inclusive “we” shows that companies or businesses and consumers have something in common, help to shorten the distance between them; “I ”Refers to the former consumers, will have a positive impact on potential consumers;“ You ”in advertising generally refers to potential consumers. Adopting this form will facilitate communication between advertisers and consumers and shorten the distance between them.