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随着《非诚勿扰》《我们约会吧》等电视相亲节目的热播,以及全球新一轮单身高潮的到来,利用广告进行征婚活动也越发盛行。与其他商业广告独特的语体风格相似,征婚广告中也经常可以见到对语言常规的变异,即偏离现象。本文以现代文体学中的偏离理论为基础,以具体的征婚广告为实例,从词汇、句法、语义和语域四个层面对其语言中的偏离现象进行描述分析,认为偏离是征婚者创造性地使用语言、实现自我推销的有效手段。
With “You Are the One”, “Let’s date it” and other television blind dating hit, and the arrival of a new round of single orgasm, the use of advertising for marriage activities is also more prevalent. And other commercial advertising unique style of language similar to the marriage advertisement can often see the language of the conventional variation, that is, deviation from the phenomenon. Based on the deviation theory in modern stylistics and the concrete example of marriage advertisement, this article describes and analyzes the deviations in the language from the aspects of vocabulary, syntax, semantics and register, and considers that the deviation is the originality Use language, to achieve an effective means of self-marketing.