广告语言是传播广告信息的主要工具之一,从本质上来说,广告语言不是静止的语言,而是发生在广告传播过程中的言语行为,是一种动态的传播语言。因此,在广告传播过程中,广告语言有效地维持传播活动的顺利进行,使广告意图为目标受众所理解接受并产生预期的反应,是广告语言建构的基本取向。这种取向决定着建构广告语言必须以突出语言的传播功能为原则,我们称之为有效传播原则。语言的传播功能一般可分为指称功能、表态功能,指示功能、接触功能和界说功能五种,以不同的功能为中心建构言语形式具有不同的传播效果。在建构广告语言时,可以根据传播意图和具体情况,充分利用言语形式的不同传播功能,以达到传播的最佳效果。 Advertising language is one of the main tools to disseminate advertisement information. In essence, advertisement language is not a static language, but a verbal act that occurs in the process of advertisement dissemination and is a dynamic communication language. Therefore, in the process of advertisement dissemination, the advertisement language effectively maintains the smooth progress of the dissemination activities, so that the advertisement intention is understood and accepted by the target audience and produces the expected response, which is the basic orientation of advertisement language construction. This orientation determines the construction of advertising language must be to highlight the language of communication functions as the principle, which we call the principle of effective communication. The function of language communication can be divided into five types: the alias function, the position function, the instruction function, the contact function and the demarcation function. The different forms of the function form the speech form with different communication effects. In the construction of advertising language, according to the dissemination of the intention and the specific circumstances, make full use of different forms of communication functions of communication in order to achieve the best results of communication.