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随着我国汽车工业的飞速发展,作为推销产品、宣扬品牌的重要手段的汽车广告语受到人们的关注。近年来,虽然有学者从语言特点、修辞、语篇分析等角度对其进行了研究,但系统性的认知语用还很少。根据Verschueren的语言顺应理论,为达到广告的交际目的,宣传鼓动劝服广告受众,广告语言会在语码、语言形式、语体风格语类和话语策略等方面做出选择,这些选择要顺应广告交际的各种语境因素,包括物理世界、受众的心理世界以及社交世界。本文主要从汽车语言的语言结构顺应和境顺应这两方面对广告语言进行例举及分析,希望能指导广告更好地创作。
With the rapid development of China’s automobile industry, car advertisement as an important means to promote products and promote the brand has attracted people’s attention. In recent years, although some scholars have studied it from the perspectives of language features, rhetoric, discourse analysis, etc., there is still a paucity of systematic cognitive pragmatics. According to Verschueren’s theory of linguistic adaptation, in order to reach the communicative goal of advertising, propaganda encourages the audience of advertisement, the advertising language will make choices in terms of code, language form, stylistic genre and discourse strategy, etc., these choices should conform to the advertisement Various contextual factors of communication, including the physical world, the psychological world of the audience, and the social world. This paper mainly illustrates and analyzes the advertisement language from two aspects of adaptation and adaptability of the language structure of the automobile language, hoping to guide the advertisement to create better.