论文部分内容阅读
所谓外部关系义是相对于内部关系义而言,王振昆先生在《汉语的内部关系义和外部关系义》一文中指出:内部关系义指语言内部各语言成分本身(主要是词和词组)之间的关系所形成的复杂系统意义;外部关系义拍的是语言成分(词或句子)同语言外部世界关系所形成的意义,我们理解,王先生的外部关系义实际是各语言成分在交际中受言语环境的影响,以其概念意义为基础所表现出的内涵意义,可以概括分为感情意义(用来表达说话者的感情或态度);联想意义(能引起听者或读者联想的意义);风格意义(使用于不同场合、层次所表现出的不同意义);搭配意义、(适用于在某一个上下文中的意义)等.这些意义运用的好坏,直接关系着广告的成败,广告是一门艺术,它追求以尽可能短小的形式表达尽可能丰富的蕴涵,在运用上根植于审美的角度,越来越注意技巧,以打动消费者,刺激他们的欲望,促使他们去购买商品.要达到此目的,就需在语言的外部关系义上下功夫. 一、挣脱日常语言的樊篱,在感情义和搭配义上求新广告的生命力就在于与众不同,显示其不拘一格的个性,这主要是靠改变固定格式和搭配,显示新颖奇特的感情意义实现的。
The so-called meaning of external relations is relative to the meaning of internal relations, Mr. Wang Zhenkun in the “internal relations of Chinese and foreign relations” in a text that: Internal relations refers to the linguistic components of the language itself (mainly words and phrases) The relationship between the formation of the meaning of the complex system; the meaning of the external relationship is patched by the language composition (words or sentences) with the language of the external world formed by the relationship, we understand that Wang’s external relations is the actual meaning of each language in communication by the language The influence of the environment, based on its conceptual meaning, can be broadly divided into emotional meaning (to express the speaker’s feelings or attitudes); associative meaning (which can arouse the meaning of the listener or reader association); style Meaning (used in different occasions, different levels of meaning); collocation, meaning (for a context in a sense), etc. The use of these meanings are directly related to the success or failure of advertising, advertising is a Art, its pursuit of as short as possible to express as much as possible rich implication, the use of the rooted in the aesthetic point of view, more and more attention to skills to impress consumers, thorn Their desires, prompting them to buy goods.To achieve this goal, we need to work hard on the external relations of language.First, get rid of the barriers of everyday language, in the sense of justice and with the meaning of the new advertising vitality lies with the public Different, showing its eclectic personality, which is mainly achieved by changing the fixed format and collocation, showing the novel and unique emotional meaning.