摘要
广告的效用是向潜在的消费者群体传递产品信息,并最终劝说人们采取购买行为。它的最大化离不开广告人正确地采取语言策略。预设和声言作为重要的语言现象,可以运用在广告语言设计中以诱导消费者推理,继而购买产品。本文着重通过在广告不同部分中从预设到声言的推理来说明二者在广告效用最大化上的作用。
The function of advertisements is to present the product information to the potential consumers and persuade them to purchase the products.The advertisers should adopt the right language strategies to maximize the effects.As important language phenomenon,presuppositions and assertions can be applied in advertisement to tempt consumers to infer and then buy the product.The paper is intended to explore the ways to maximize the function of advertisement through the inference from presupposition to assertions.
出处
《山西经济管理干部学院学报》
2013年第1期17-20,共4页
Journal of Shanxi Institute of Economic Management
关键词
预设
声言
化妆品广告效用
最大化
presuppositions
assertions
effects of cosmetic advertisement
maximize
