摘要
广告语中无人称代词指代潜在方时,属于礼貌人称指示的无标记情形,因为礼貌是广告意象形成的基体(base)。潜在方的礼貌等级为:原级、比较级和最高级。礼貌标记"你""您"具有深层的复数认知值。潜在方的礼貌人称指代标记的启动、运作和推进始终处于广告方认知价值的动态调控中。
In ad language when there is no personal pronoun designating the latent part, it is the case of labelless courteous person indication, for courtesy is the base of the formation of ad imagery. The courtesy degrees on the latent part are positive, comparative and superlative. The courteous labels 'you' and 'you in its respectful form in Chinese character' have their deep plural cognitive value. From beginning to end the start, operation and advance of the courteous personal designation labels are in dynamic regulation and control by the cognitive value on the advertising part.
出处
《江汉大学学报（人文科学版）》
2004年第3期74-77,共4页
Journal of Wuhan Institute of Education
基金
国家语言文字应用研究"十五"科研项目"汉语书面广告语言应用研究"阶段性成果(YB105-64B)。
关键词
广告
第二人称代词
礼貌标记
ads
the second personal pronoun
courteous label
