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An Adaptation Study of Advertising Language and Advertising Strategies

段成  王方  
【摘要】:Advertisements have penetrated into every aspect of human life,and become one indispensable part of daily life.Advertising language is the most important carrier of information in an advertisement.A successful advertisement must take full consideration of the cognitive aspect of the audience,and adapt to the communicative contexts,i.e.the mental world,the physical world and the social world according to Verschueren.And in order to attract and persuade the audience to buy the product,the advertiser often employs some strategies,which also falls into the scope of Verschueren's Adaptation Theory.Therefore,Adaptation Theory can make a comprehensive analysis of advertising language.

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