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言语适应能力最初是作为一种社会心理模式,旨在解释言语风格变化中的言语趋同、言语趋异和语言保持等交际策略的心理动机和情感因素的影响,其理论基础是社会心理学中的相似吸引原则、社会交换原则、归因原则和群体特征原则。广告用语作为一种语言现象正使用了言语趋同和趋异策略,并体现了相似吸引、社会交换和归因原则。因此本文通过语适应理论的视角来分析广告语中的情感诱惑和消费心理,从而达到促进消费的目的。
Speech adaptability was originally used as a model of social psychology to explain the psychological motivations and affective factors of communicative strategies such as verbal convergence, linguistic divergence and language maintenance in the change of speech style. The theoretical basis is that in social psychology Similar attraction principle, social exchange principle, attribution principle and group characteristic principle. Advertising language as a linguistic phenomenon is using the verbal convergence and divergence strategies, and reflects the similar attraction, social exchange and attribution principles. Therefore, this article analyzes the emotional temptation and consumer psychology in advertising language through the perspective of language adaptation theory so as to achieve the purpose of promoting consumption.