广告语言的间接表达
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摘要
在经济社会的信息时代，广告几乎充斥着社会的每一个角落，充当着极其重要的角色，人们对广告语言的运用愈益关注。广告语言艺术借助于各种不同的语言、符号来树立良好的公司或厂商形象。语言、符号的功能是在广告传播过程中引起公众的注意，创造一种理想的广告宣传氛围，使公众产生购买欲望，从而达到最佳的广告传播效应。“语言艺术是广告综合艺术赖以存在的基础，是构成广告艺术总体的支柱。”迄今为止，不少学者从社会语言学、心理语言学、交际语言学、文化语言学等多个角度对广告语言进行探讨和研究。但是，广告语言中的一种常见的现象并没有引起人们足够的注意和重视，这就是广告语言中的间接表达。
众所周知，商业广告的终极目标是推销商品，要达到这个目标，必须说服消费者，使他们相信按照广告宣传的样式去消费可以获得某种利益。这种劝说有两种基本的类型：直接的和间接的。前者直截了当，但容易造成强人所难的首因效应，从而引起心理上的不悦或反感，后者则委婉迂回，留有余地，表现出对消费者更多的尊重，因而更容易被接受。因此，本人认为在广告语言中恰当运用间接表达会取得更佳的广告效果。
间接表达的特点和实际应用中的广告语言特征有诸多共同之处，并且间接表达能从不同的角度服务于广告。本文从间接表达在广告语言中的作用、常用的两种间接表达方式、克服间接表达不足之处的建议及其发展前景四个方面论述了上述观点。本文分为四个部分。
第一部分总述广告在现代社会生活中的作用及广告语言的重要性。
第二部分分析广告语言中的研究状况，并从社会语言学、内容分析学、语言符号学、文体学四个方面对广告语言的研究成果及不足之处进行考察。
第三部分介绍间接表达在广告语言中的运用，是本文的中心内容部分。它由四小节构成：第一小节论述间接表达在广告语言中的理论依据及其作用；第二小节阐述广告语言中的间接表达的分类；第三小节介绍运用于广告语言中的
间接表达常用的两种方式，即预设和双关；由于预设具有隐蔽性和间接性，广
告制作者有意识运用预设于直传中，以达到促销商品的目的。双关巧妙地利用
同音异义或同形异义或一词多义，使一个词语或旬子具有两种不同的含义。不
直接表露，显得既含蓄委婉，又幽默新奇，同样地，双关也非常受广告制作者
的青睐。广告恰当运用双关，可以引发读者的思考兴趣，加深印象，产生特殊
的效应；第四小节提出克服间接表达不足之处的建议。
第四部分总结广告语言的间接表达的研究。广告语言间接表达对促销商品
显然起到重要的作用，但从目前的状况来看，创艺思路还不够开阔，角度还不
够新颖独特，太拘泥于一词一旬的得失，缺乏宏观的调控。目前最值得关注的
问题是如何更有效地运用间接表达使消费者正确理解和接受，这就需要凹会贯
通心理学、文化学，社会学、交际学、民俗学等相关知识，大大加强跟广告学
等经济学科的联系，因而殷切期待更多的语言学家和广告创艺者更重视广告语
言的间接表达研究，拓宽思维方式，以产生最佳的社会和经济效益。
概括而言，此论文主要研究间接表达在广告语言中的运用及其作用。该论
文引用了最近、最新的权威理论，结合大量实例，独辟踢径，详实而有力地阐
述这一论题，并希望通过这一研讨对广告语言的间接表达研究做出一定的贡献。
ln this economic society in which information is prevailing, ads are found here
and there, and play a very importaIlt role in our daily life. More and more importance
is attached to the research of advertising language due to the fact that the art of
language can help establisI1 good image for corporations or manufactures by various
kinds of language signs, the functions of which are to build an ideal advertising
atmosphere, to attract people's attention. to make them believe, and to make them buy.
"Advertising is based on tlle art of language which is a pillar of advertising art." So
far, many scholars have n1ade researches on advertising language from the viewpoints
of sociolinguistics, psycholinguistics, communicative linguistics and cultural
linguistics. However, oIle common phenomenon in advertising language hasn't
aroused people's proper attention. That is, indirect expression in advertising language.
It's known to us that tlle ultimate aim of commercial advertising is to promote the
sales of goods. To attain this goaI, advertisers should persuade consumers. making
them believe that they wiIl be benefited if they use the advertised goods in the way the
ad tells. There are two types of persuasion f one is direct persuasion, the other indirect
persuasion. Thc former is direct, but casy to give an obligatory impression on readers,
. arousing the feelings ofunl1appiness or disgust among them, the Iatter is euphemistic
and oblique. leaving much spare room for readers to imagine and showing more
- respect on them, so it's much easier to be accepted. In my opinion, therefore,
indirectness appropriately if employed in advertising language, will produce much
better advertising effects.
Indirectness and advertisin8 lan8ua8e have much in common and indirectness
can serve advertising in some ways. This present paper will illustrate this point of
view from four angles f roles of indirectncss in advertising, two common ways to
express indirectness, suggestion on overcoming the weak points of indirectness and
prospect for indirectness. This paper is divided into four parts.
Part One desGribcs the roles of advertising in a modern society and the importance
of advertising language.
Part TWo gives an analysis of advertising language researches made by previous
scholars, and makes a survey of the achievements and wcak points in the studies of
advertising language from the viewpoints of socoilinguistics, content analysis,
semiolo8y and stylistics.
Part Three introduces the application of indirectness in advertising language,
Which is the major part of this paper It is divided into fOur sections f Section One
covers the theoretical bases and roles of indirectness in advertising langUage, Section
Two dcscribes the classifiGation of indirectness, Section Three introduces two
' common ways to express indirectness in advertising language, namely,
presuppositions and puns. As presuppositions have the features of hiddenness,
lv
4
. indirectness, advertisers intentionally use them in ads to Promote product saIes. With
homonym or homophone in puns, puns are eupllemistic and humorous to express
- meanings in an indirect way. As a result, puns are popular among advertisers. Puns
correctly used in ads can arouse readers' thinking and interest, and enhance their
impression on the promoted produCts and make them buy, Section Four puts fOrwards
some suggestions about overcoming the weak points of indirectness.
Part Four concludes the research of indirectness in advertising language. The
research is obviously contributive to sales promotion. But up to IIo W the train thought
of the research is not well developed, the viewpoints employed in the research are Ilot
novel. the researcl1 ren1ains to lay stress mainly on the study of words and sentences -
ratl1er than on a macro-consideration of adve11ising language as a whole. Now
attention has to be attached to the question f How is indirectness understood and
accepted effectively by consumers? Th
众所周知，商业广告的终极目标是推销商品，要达到这个目标，必须说服消费者，使他们相信按照广告宣传的样式去消费可以获得某种利益。这种劝说有两种基本的类型：直接的和间接的。前者直截了当，但容易造成强人所难的首因效应，从而引起心理上的不悦或反感，后者则委婉迂回，留有余地，表现出对消费者更多的尊重，因而更容易被接受。因此，本人认为在广告语言中恰当运用间接表达会取得更佳的广告效果。
间接表达的特点和实际应用中的广告语言特征有诸多共同之处，并且间接表达能从不同的角度服务于广告。本文从间接表达在广告语言中的作用、常用的两种间接表达方式、克服间接表达不足之处的建议及其发展前景四个方面论述了上述观点。本文分为四个部分。
第一部分总述广告在现代社会生活中的作用及广告语言的重要性。
第二部分分析广告语言中的研究状况，并从社会语言学、内容分析学、语言符号学、文体学四个方面对广告语言的研究成果及不足之处进行考察。
第三部分介绍间接表达在广告语言中的运用，是本文的中心内容部分。它由四小节构成：第一小节论述间接表达在广告语言中的理论依据及其作用；第二小节阐述广告语言中的间接表达的分类；第三小节介绍运用于广告语言中的
间接表达常用的两种方式，即预设和双关；由于预设具有隐蔽性和间接性，广
告制作者有意识运用预设于直传中，以达到促销商品的目的。双关巧妙地利用
同音异义或同形异义或一词多义，使一个词语或旬子具有两种不同的含义。不
直接表露，显得既含蓄委婉，又幽默新奇，同样地，双关也非常受广告制作者
的青睐。广告恰当运用双关，可以引发读者的思考兴趣，加深印象，产生特殊
的效应；第四小节提出克服间接表达不足之处的建议。
第四部分总结广告语言的间接表达的研究。广告语言间接表达对促销商品
显然起到重要的作用，但从目前的状况来看，创艺思路还不够开阔，角度还不
够新颖独特，太拘泥于一词一旬的得失，缺乏宏观的调控。目前最值得关注的
问题是如何更有效地运用间接表达使消费者正确理解和接受，这就需要凹会贯
通心理学、文化学，社会学、交际学、民俗学等相关知识，大大加强跟广告学
等经济学科的联系，因而殷切期待更多的语言学家和广告创艺者更重视广告语
言的间接表达研究，拓宽思维方式，以产生最佳的社会和经济效益。
概括而言，此论文主要研究间接表达在广告语言中的运用及其作用。该论
文引用了最近、最新的权威理论，结合大量实例，独辟踢径，详实而有力地阐
述这一论题，并希望通过这一研讨对广告语言的间接表达研究做出一定的贡献。
ln this economic society in which information is prevailing, ads are found here
and there, and play a very importaIlt role in our daily life. More and more importance
is attached to the research of advertising language due to the fact that the art of
language can help establisI1 good image for corporations or manufactures by various
kinds of language signs, the functions of which are to build an ideal advertising
atmosphere, to attract people's attention. to make them believe, and to make them buy.
"Advertising is based on tlle art of language which is a pillar of advertising art." So
far, many scholars have n1ade researches on advertising language from the viewpoints
of sociolinguistics, psycholinguistics, communicative linguistics and cultural
linguistics. However, oIle common phenomenon in advertising language hasn't
aroused people's proper attention. That is, indirect expression in advertising language.
It's known to us that tlle ultimate aim of commercial advertising is to promote the
sales of goods. To attain this goaI, advertisers should persuade consumers. making
them believe that they wiIl be benefited if they use the advertised goods in the way the
ad tells. There are two types of persuasion f one is direct persuasion, the other indirect
persuasion. Thc former is direct, but casy to give an obligatory impression on readers,
. arousing the feelings ofunl1appiness or disgust among them, the Iatter is euphemistic
and oblique. leaving much spare room for readers to imagine and showing more
- respect on them, so it's much easier to be accepted. In my opinion, therefore,
indirectness appropriately if employed in advertising language, will produce much
better advertising effects.
Indirectness and advertisin8 lan8ua8e have much in common and indirectness
can serve advertising in some ways. This present paper will illustrate this point of
view from four angles f roles of indirectncss in advertising, two common ways to
express indirectness, suggestion on overcoming the weak points of indirectness and
prospect for indirectness. This paper is divided into four parts.
Part One desGribcs the roles of advertising in a modern society and the importance
of advertising language.
Part TWo gives an analysis of advertising language researches made by previous
scholars, and makes a survey of the achievements and wcak points in the studies of
advertising language from the viewpoints of socoilinguistics, content analysis,
semiolo8y and stylistics.
Part Three introduces the application of indirectness in advertising language,
Which is the major part of this paper It is divided into fOur sections f Section One
covers the theoretical bases and roles of indirectness in advertising langUage, Section
Two dcscribes the classifiGation of indirectness, Section Three introduces two
' common ways to express indirectness in advertising language, namely,
presuppositions and puns. As presuppositions have the features of hiddenness,
lv
4
. indirectness, advertisers intentionally use them in ads to Promote product saIes. With
homonym or homophone in puns, puns are eupllemistic and humorous to express
- meanings in an indirect way. As a result, puns are popular among advertisers. Puns
correctly used in ads can arouse readers' thinking and interest, and enhance their
impression on the promoted produCts and make them buy, Section Four puts fOrwards
some suggestions about overcoming the weak points of indirectness.
Part Four concludes the research of indirectness in advertising language. The
research is obviously contributive to sales promotion. But up to IIo W the train thought
of the research is not well developed, the viewpoints employed in the research are Ilot
novel. the researcl1 ren1ains to lay stress mainly on the study of words and sentences -
ratl1er than on a macro-consideration of adve11ising language as a whole. Now
attention has to be attached to the question f How is indirectness understood and
accepted effectively by consumers? Th
引文
[1] Angela Goddard. Language of Advertising. London: Routledge. 1997.
[2] Fan Yagang. Advertising Language and Messages. Beijing: J.Y. Press. 2000.
[3] Fang Wei. Modern English Advertisement. Nanjing: Nanjing University Press. 1997.
[4] George Yule. Pragmatics, Shanghai: Shanghai Foreign Languages Education press. 2000.
[5] Jean Stilwell Peccei. Pragmatics. Routledge: Foreign Language Teaching and Research Press. 2000.
[6] Keiko Tanaka. Advertising Language: A Pragmatic Approach to Advertisement in Britain and Japan. London: Routledge 1994.
[7] Leiss et al. Social Communication in Advertising: Persons, Products and Images of Well-being (2nd ed). Ontario: Nelson Canada. 1990.
[8] Leo Hickey & Ignacio Vazquez Orta. Old Information and Presupposition in Advertising Language. The International Advertising No. 9. 1990.
[9] Levinson, Stephen. Pragmatics. Cambridge: Cambridge University Press. 1983.
[10] Li Xuezhen. An Introduction to Language. Jinan: Shangdong University Press. 2000.
[11] Meng Lin, Zhan Jinghui. Punning and the Translation of Puns in English Advertisements. Journal of South-Central University for Nationalities (Humanities & Social Science) Vol.21 No.5.2001.
[12] Philip Ward Burton & Scott O C. Purvis. Which Ad Pulled Best (6th ed). NIC Business Books. 1991.
[13] Randolph Quirk & Cabriele Stein. English in Use. Longman. 1990.
[14] Sara Mills. Feminist Stylistics. London: Routledge. 1995.
[15] Su Yongling The Effects of Advertisement Statement on Public Relation. Journal of Liaoning Normal University (Social Science Edition) Vol. 24 No. 5. 2001.
[16] Thomas C.O'Guinn, Chris T. Allen, Richard J. Semenick. Advertising. Jinan: Shangdong Finance & Economics University Press. 1998.
[17] Torben Vestergaard. The Language of Advertising. Basil Blackwell, World Publishing Corp. 1985.
[18] Wang Tao Advertising English. Hefei: Anwei Science & Technology Press. 2001.
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[20] 陈伟琳、姚锡远，广告语言论衡。《信阳师范学院学报》1995年第3期。
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[22] 戴凡，学习广告英语了解英国文化。《现代外语》1991年第2期。
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[2] Fan Yagang. Advertising Language and Messages. Beijing: J.Y. Press. 2000.
[3] Fang Wei. Modern English Advertisement. Nanjing: Nanjing University Press. 1997.
[4] George Yule. Pragmatics, Shanghai: Shanghai Foreign Languages Education press. 2000.
[5] Jean Stilwell Peccei. Pragmatics. Routledge: Foreign Language Teaching and Research Press. 2000.
[6] Keiko Tanaka. Advertising Language: A Pragmatic Approach to Advertisement in Britain and Japan. London: Routledge 1994.
[7] Leiss et al. Social Communication in Advertising: Persons, Products and Images of Well-being (2nd ed). Ontario: Nelson Canada. 1990.
[8] Leo Hickey & Ignacio Vazquez Orta. Old Information and Presupposition in Advertising Language. The International Advertising No. 9. 1990.
[9] Levinson, Stephen. Pragmatics. Cambridge: Cambridge University Press. 1983.
[10] Li Xuezhen. An Introduction to Language. Jinan: Shangdong University Press. 2000.
[11] Meng Lin, Zhan Jinghui. Punning and the Translation of Puns in English Advertisements. Journal of South-Central University for Nationalities (Humanities & Social Science) Vol.21 No.5.2001.
[12] Philip Ward Burton & Scott O C. Purvis. Which Ad Pulled Best (6th ed). NIC Business Books. 1991.
[13] Randolph Quirk & Cabriele Stein. English in Use. Longman. 1990.
[14] Sara Mills. Feminist Stylistics. London: Routledge. 1995.
[15] Su Yongling The Effects of Advertisement Statement on Public Relation. Journal of Liaoning Normal University (Social Science Edition) Vol. 24 No. 5. 2001.
[16] Thomas C.O'Guinn, Chris T. Allen, Richard J. Semenick. Advertising. Jinan: Shangdong Finance & Economics University Press. 1998.
[17] Torben Vestergaard. The Language of Advertising. Basil Blackwell, World Publishing Corp. 1985.
[18] Wang Tao Advertising English. Hefei: Anwei Science & Technology Press. 2001.
[19] 陈恪清，试析广告英语外修辞艺术。《河南大学学报》1997年第11期。
[20] 陈伟琳、姚锡远，广告语言论衡。《信阳师范学院学报》1995年第3期。
[21] 陈新仁，论广告用语中的语用预设。《外国语》1998年第5期。
[22] 戴凡，学习广告英语了解英国文化。《现代外语》1991年第2期。
[23] 邓惠兰，广告文案写作的修辞特点探微。《修辞学习》1997年第1期。
[24] 缑瑞隆，《广告、语言、心理》。郑州：河南人民出版社，1997。
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[26] 黄国文，广告语篇的会话含意分析。《外国语》1997年第2期。
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