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1、山西財(cái)經(jīng)大學(xué)碩士學(xué)位論文從順應(yīng)論角度看中英文食品廣告姓名：赫曉鳳申請學(xué)位級別：碩士專業(yè)：外國語言學(xué)及應(yīng)用語言學(xué)指導(dǎo)教師：曹霞2010061AbstractWiththedevelopmentofmodernsocietyadvertisementshaveperatedintoourdailylifehavebecomeanindispensablepartofdailyhumanlife.Advertisinglanguageisth

2、emostimptantcarrierofinfmationinanadvertisementithasbeenusedwidelyinbusinesswld.Asaresultadvertisinglanguagehasbecomeafixedregister.Therefethestudyofadvertisinglanguageisthekeytotheeffectiveconstructioninterpretationofad

3、vertisements.Thisthesisisaninvestigationonwhatadvertisershavedonewilldotoadapttothementalwldsocialwldofcustomersinfoodadvertising.Concerningthisissuequestionsbeingexpledincludehowadvertisersaddresscertainaspectsoftheaudi

4、ence’swldhowtheirlinguisticchoicesaremanifested.Thisstudyisaqualitativeanalysisofthedatacollected.thisstudyisinfactapragmaticinterpretationofthesedata.ThedataunderinvestigationaremainlyconfinedtofoodadvertisementsinChina

5、abroad.Besidessomeofthedataarecollectedfromtheinterwherenecessary.SupptedbyVerschueren’sAdaptationTheytheauthproposesthattheproductionofadvertisinglanguageistherealizationofadaptation.Customer’sbeingpersuadedintopurchasi

6、ngsomeproductsisdeterminedbythefactthattheadvertisinglanguagemustadapttothespecificcontexts.TheanalysisisconductedalongthecontinuumofmentalwldsocialwldfromthethreekeynotionsinAdaptationTheyvizvariabilitynegotiabilityadap

7、tability.Thedynamicadaptationbetweenthelinguisticchoiceofadvertisersthemindofcustomersisthusrevealedelabated.Atthesametimethestudyemphasizesthatadvertiserscannotignetheeffectsofthesocialwldofprospectivecustomers.Theautha

8、nalyseshowadvertisersadapttocustomers’mentalwldbyusingrationalappealemotionalappealindertopersuadecustomersintotakingpurchasingactions.Meanwhileadvertisershavetomakenegotiablelinguisticchoicestoadapttocustomers’socialwld

9、.Inthefieldoffoodadvertisinglanguagethelinguisticchoicesrelatedtorationalappealaremadetoadapttotheneedsfnutritioncredibilityflavlowprices.Thelinguisticchoicesrelatedtoemotionalappealaremadetoadapttopersonalneedsffashions

10、ocialstatus.Besidesadvertisershavetomakelinguisticchoicessoastoadapttothesocialsettingsinstitutionssocialculture.Drawingonarangeofwkinpragmaticsadvertisingcommunicationthispaperattemptstomakecontributionstothisparticular

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