适应论视阈下对广告中平实语言的作用分析

广告中的语言常为修辞语言，但与之相对的平实语言以其质朴、清晰、普通的特点也得到广泛使用。该文运用Verschueren的适应论来分析平实语言在广告中的效果，认为它的使用是交际者出于宣传目的交际需要而作出的选择。这一选择适应一定的语境就能起到激发消费者的情感、增加消费者对产品的信赖感、提升广告扮演者话语可信度的作用，从而为平实语言的进一步研究做出了有益尝试。

An Analysis of the Role of Plain Language in Advertising from the Perspective of Adaptation Theory

Contrary to figurative language which is commonly used in advertising, plain language refers to the unadorned, clear and ordinary one, which also finds its wide application in the same field. This paper attempts to apply Verschueren＇s adaptative theory to interpret the role of plain language. It points out that plain language is the choice that results from the needs of advertising and, by adapting to a certain situation, it can affect the emotions of the consumers, advance the customers＇ faith in the products, and promote the reliability of the advertising performer＇s remarks.