摘要
文章通过对英语广告主题句音韵、词汇、句式、修辞分析,探索广告主题句创作的言语效用最大化,即经济学意义上的追求效用最大化。文章指出,广告主题句创作是在一定的约束条件下对言语作出选择。通过音韵、词汇、句式、修辞的选择把商品的效用表达出来,促进目标受众做出一些相应的经济付出行为(购买商品),这是广告创作至关重要的话语机制和符号制作原则。广告主题句的翻译应以“实现劝购功能等效”为其基本原则。
This paper explores the utility maximization of English language in the use of advertising tag lines based on the analysis of sounds, wording, syntactic structures and rhetoric. It points out ： advertising creation is a selecting among the appropriate choices at the levels of words, sentences and rhetoric devices under some constraints of consumers, costs and the feature of the goods. To project the outstanding commodity utility by the selecting is to induce the consumer to take the desired economic action, that is, to purchase commodity or service. And it is the important principle of language in the use of advertising tag line. The functional equivalence of persuasive-urge to act should be emphasized in advertisement translation.
出处
《外语教学》
CSSCI
北大核心
2006年第5期28-31,共4页
Foreign Language Education
关键词
广告主题句
广告创作
效用
目标受众
advertising tag line
advertising creation
utility
target addressee
