| 广告语中“我”和“我们”的功能分析 |
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| 引用本文： | 魏来.广告语中“我”和“我们”的功能分析[J].南昌教育学院学报,2011,26(5):45-46. |
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| 作者姓名： | 魏来 |
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| 作者单位： | 广东司法警官职业学院,广东广州,510520 |
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| 摘 要： | 本文结合广告模因这一概念,从交际角色这一角度出发来分析第一人称指示语＂我＂和＂我们＂在广告语篇中的功能,认为采用第一人称指示语字眼的广告语常采用情感式模因。以年轻消费者为主要受众的广告习惯采用带有＂我＂字的广告语,抓住年轻人强烈的自我凸现、寻找归属感的心理;而采用＂我们＂二字的广告语不仅拉近了广告主和广告受众间的距离,引起两者的共鸣,而且在某些情况下,还能起到自评和评他的作用。
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| 关 键 词： | 第一人称指示语 广告模因 功能分析 情感诉求 自评和评他 |
Functional analysis of I and we in advertisement |
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| Wei Lai.Functional analysis of I and we in advertisement[J].Journal of Nanchang College of Education,2011,26(5):45-46. |
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| Authors: | Wei Lai |
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| Institution: | Wei Lai(Guangdong Judicial Police Vocational College,Guangzhou Guangdong,510520,China) |
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| Abstract: | This paper combines with advertising meme this concept,starting from the communication point of view to analyze the role of the first-person deixis I and we in the ad text,the author thinks that uses first-person wording of the advertisement language instruction often uses emotion-type meme.the advertising which is for audiences of young consumers used to use the advertising language I,to seize the strong self-apparent,looking for the psychological sense of belonging of young;and the advertisement with we i... |
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| Keywords: | first-person deixis advertising meme functional analysis emotional appeal self-assessment and evaluation of others |
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