广告互文性的顺应论阐释

摘要

互文性是存在于广告语篇中的一种语言现象,指不同体裁、话语或风格在广告语篇中的混合与交融。同一切言语交际活动一样,广告互文性的生成也是一个连续选择的过程。成功的广告在选择过程中要顺应具体的交际语境和交际对象,是体裁互文性和文化互文性的艺术融合。%Intertextuality is a linguistic phenomenon university existed in advertisement,which refers to the mixture of different genres,discourses and styles.As a kind of speech act,the output of intertextuality in advertisement is a continual process of making choice.A good advertisement must be an art combination of generic intertextuality and cultural intertextuality,based on the adaptation of specific communicative context and audience.