| 广告互文性的顺应论阐释 |
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| 引用本文： | 陈丽. 广告互文性的顺应论阐释[J]. 安徽工业大学学报(社会科学版), 2011, 28(3): 39-40 |
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| 作者姓名： | 陈丽 |
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| 作者单位： | 安徽师范大学外国语学院,安徽芜湖,241003 |
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| 基金项目： | 安徽师范大学青年科学基金项目 |
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| 摘 要： | 互文性是存在于广告语篇中的一种语言现象,指不同体裁、话语或风格在广告语篇中的混合与交融。同一切言语交际活动一样,广告互文性的生成也是一个连续选择的过程。成功的广告在选择过程中要顺应具体的交际语境和交际对象,是体裁互文性和文化互文性的艺术融合。
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| 关 键 词： | 广告 互文性 顺应论 |
On the Linguistic Adaptation Theory of Advertisement Intertextuality |
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| CHEN Li. On the Linguistic Adaptation Theory of Advertisement Intertextuality[J]. , 2011, 28(3): 39-40 |
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| Authors: | CHEN Li |
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| Affiliation: | CHEN Li(School of Foreign Studies,Anhui Normal University,Wuhu 241003,Anhui,China) |
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| Abstract: | Intertextuality is a linguistic phenomenon university existed in advertisement,which refers to the mixture of different genres,discourses and styles.As a kind of speech act,the output of intertextuality in advertisement is a continual process of making choice.A good advertisement must be an art combination of generic intertextuality and cultural intertextuality,based on the adaptation of specific communicative context and audience. |
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| Keywords: | advertisement Intertextuality the linguistic adaptation theory |
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