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语言反映一种社会文化,随着社会的发展演变,语言也会随之发生改变,并且及时表现出社会中形形色色的各种新现象、新事物。改革开放以来,媒体迅速发展,信息交流更加频繁,而语言作为广告的传播载体,自然是广告生命的支点,它在广告中占有重要的地位。广告语言与一般文学作品中使用的语言不同,同时也别于日常生活交际中的语言,其最突出的特征是言简意赅,将需要广告的企业形象或品牌形象用简洁、生动的语言表达出来,从而达到广告目的,获得广告效果。随着我国广告业的飞速发展,当前广告用语中存在着诸多偏离语言常规的语言现象。本文试着从词汇、语音、语法三个方面对广告语中的偏离常规的语言现象进行了分析研究。
Language reflects a kind of social culture. With the development of society, language will change accordingly, and all kinds of new phenomena and new things in the society will be displayed in time. Since the reform and opening up, the media has developed rapidly and information exchange has been more frequent. Language, as the carrier of advertising, is naturally the fulcrum of advertising life and plays an important role in advertising. The language of advertising is different from the language used in general literary works, and at the same time it is different from the language used in daily communication. Its most prominent feature is conciseness, and the corporate image or brand image that needs advertising is expressed in concise and vivid language. Achieve advertising purposes, access to advertising effectiveness. With the rapid development of the advertising industry in our country, there are many linguistic phenomena deviating from the language convention in the current advertising language. This article attempts to analyze the linguistic phenomena that deviate from the conventional language from three aspects: vocabulary, phonetics and grammar.