作者
Author

鍾美蓮

Mei-Lien Chung

關鍵詞
Key words

廣告標語，固定語式，廣告策略，變異，廣告

Advertisement slogans, fixed expressions, advertisement strategy, creative use, advertisement
 

摘要

　　語言在長期使用的過程中必然衍生出許多固定的表達模式，我們將之稱為「固定語式」。語言使用者對固定語式的運用或解讀通常必須遵循約定俗成的習慣，但此一溝通原則在廣告語言的使用中卻屢見違反，本文認為這種違反乃是基於廣告的特殊語境所產生的臨時變異，其功能在於增加信息接受者的解碼樂趣，從而引起注目、刺激消費。固定語式的選用必須是多數使用者熟知的，且變異的程度須維持在人們尚能辨認舊語式的範圍，再者，經過變異改造後的意義多無法在脫離廣告的情形下自由運用。

Abstract

　　Fixed expressions, as we will call it, are the necessary product of long-term language use. In order to utilize or comprehend fixed expressions, language users must conventionally follow the established and accepted rules. This principle, however, is persistently violated in advertisement slogans. This paper argues that this kind of violation is just a temporary variation in the special contexts of advertisements. Its function is to multiply receivers’ joy in decoding, which then arouses consumers’ attention and whets purchasers’ buying desires. The chosen fixed expressions must be widely known by most users and their variation must be limited to the degree that can still awaken users to the original expressions. It is worth noting that these reconstructed expressions cannot be employed freely as long as they are not in appropriate advertisement contexts.

內容語文
Language

中文

頁次
Page

67-84

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