時(shí)間：2022-04-28 12:30:22
導(dǎo)語(yǔ)：在七夕廣告語(yǔ)的撰寫(xiě)旅程中，學(xué)習(xí)并吸收他人佳作的精髓是一條寶貴的路徑，好期刊匯集了九篇優(yōu)秀范文，愿這些內(nèi)容能夠啟發(fā)您的創(chuàng)作靈感，引領(lǐng)您探索更多的創(chuàng)作可能。
七夕節(jié)被稱(chēng)為“中國(guó)情人節(jié)”，它是我國(guó)眾多傳統(tǒng)節(jié)日中最具浪漫色彩的節(jié)日之一。而隨著餐飲消費(fèi)的需求不斷增加，餐飲企業(yè)間的競(jìng)爭(zhēng)日趨激烈，七夕節(jié)也開(kāi)始被作為重要的節(jié)假日促銷(xiāo)活動(dòng)之一被搬上了商戰(zhàn)的舞臺(tái)。
1、遇上你是我的緣——獻(xiàn)給七夕情人節(jié)
2、我們?yōu)槟鷾?zhǔn)備浪漫，您準(zhǔn)備好了嗎？
3、“長(zhǎng)久”酒店一直為您守候
4、“情”尋色香味
5、激情綻放，時(shí)代有愛(ài)！
6、情人節(jié)別饒了那小子
7、七夕情人節(jié) 相約新世紀(jì)
8、情濃一生，真心表愛(ài)意
9、心相系，愛(ài)相隨
10、愛(ài)的銀河系，愛(ài)在七夕
11、七夕情人節(jié)，愛(ài)情總動(dòng)員
12、七夕情人，真愛(ài)無(wú)限
13、浪漫七夕，相會(huì)XXX
14、遙遠(yuǎn)的傳說(shuō)由XX為您實(shí)現(xiàn)
15、緣定XX，七夕話(huà)浪漫
16、歲月無(wú)聲、真愛(ài)永恒()
17、七夕情人節(jié)浪漫情人夜
18、捧在手中，甜在心中！
論文摘要：探討廣告語(yǔ)境對(duì)廣告?zhèn)鞑ギa(chǎn)生影響的因素，指出由于語(yǔ)境因素的影響和制約而產(chǎn)生的各種廣告禁忌，以便為廣告活動(dòng)提供指導(dǎo)。
語(yǔ)境，就是使用語(yǔ)言的環(huán)境，也叫言語(yǔ)環(huán)境．人們使用語(yǔ)言進(jìn)行交際離不開(kāi)語(yǔ)境，就像人的呼吸離不開(kāi)空氣一樣．語(yǔ)境的構(gòu)成是相當(dāng)復(fù)雜的，語(yǔ)境的構(gòu)成有客觀因素，也有主觀因素．社會(huì)交際活動(dòng)總是在一定的時(shí)間、地點(diǎn)、場(chǎng)合，在一定的人們之間進(jìn)行，語(yǔ)言的使用離不了這些因素，它們是構(gòu)成語(yǔ)言環(huán)境的客觀因素．說(shuō)話(huà)者的身份、職業(yè)、思想、修養(yǎng)以及處境、心情等是主觀因素．這些主、客觀因素都會(huì)對(duì)語(yǔ)言的使用起作用，并直接影響交際效果．有利的語(yǔ)境可以提高交際效果，而不利的語(yǔ)境則會(huì)破壞人與人之間的交際活動(dòng)．俗語(yǔ)說(shuō)得好“酒逢知己干杯少，話(huà)不投機(jī)半句多”、“言為心聲”說(shuō)的就是語(yǔ)境對(duì)交際活動(dòng)的影響．廣告活動(dòng)實(shí)際上也是一種雙方交流的活動(dòng)，一方是廣告主，另一方為廣告受眾．廣告主利用各種傳媒手段或渠道以表達(dá)自己的廣告意圖，廣告受眾通過(guò)媒體傾聽(tīng)并了解廣告主的訴求．這種廣告“溝通或交流”也有它的語(yǔ)境，而且這種“溝通或交流”也是受其語(yǔ)境的影響和制約的．
1廣告語(yǔ)境
告語(yǔ)境是指廣告宣傳中，能對(duì)受眾接受廣告信息直接產(chǎn)生影響的各種因素．我們應(yīng)從以下兩個(gè)方面來(lái)理解廣告語(yǔ)境：一是廣告語(yǔ)境和廣告宣傳活動(dòng)緊密地聯(lián)系在一起，不與廣告宣傳活動(dòng)發(fā)生直接聯(lián)系的不是廣告語(yǔ)境．影響廣告活動(dòng)的因素很多，諸如廣告主的要求、廣告人的設(shè)想、廣告受眾的理解能力等．而廣告受眾的理解力與廣告宣傳直接相關(guān)，是廣告語(yǔ)境的重要組成部分．二是廣告語(yǔ)境對(duì)受眾接受廣告信息有直接影響，對(duì)受眾接受廣告信息沒(méi)有產(chǎn)生直接影響的不是廣告語(yǔ)境．
簡(jiǎn)言之，廣告語(yǔ)境就是一則廣告在前后它所具有的內(nèi)外境況．由于廣告宣傳是一種雙方的交流和溝通活動(dòng)，因此人們稱(chēng)之為“廣告語(yǔ)境”．廣告語(yǔ)境主要包含以下幾個(gè)方面：第一，廣告的受眾環(huán)境．第二，廣告的地域環(huán)境．第三，廣告的時(shí)間環(huán)境．第四，廣告的媒體環(huán)境．第五，廣告的文案環(huán)境．本文主要從廣告的受眾環(huán)境和廣告的地域環(huán)境作為切入點(diǎn)，探討廣告語(yǔ)境對(duì)廣告?zhèn)鞑サ挠绊懀?/p>
2廣告語(yǔ)境對(duì)廣告?zhèn)鞑サ挠绊?/p>
廣告的受眾環(huán)境、地域環(huán)境、時(shí)間環(huán)境、媒體環(huán)境和文案環(huán)境，對(duì)廣告信息的傳播有著重大的影響．忽視其中任何一個(gè)方面的作用，都會(huì)影響廣告信息的傳播并會(huì)降低廣告?zhèn)鞑サ男Ч?/p>
2．1受眾環(huán)境對(duì)廣告?zhèn)鞑サ挠绊?/p>
受眾環(huán)境主要是指受眾的思想意識(shí)、價(jià)值觀念、風(fēng)俗習(xí)慣、文化水平等．受眾在廣告?zhèn)鞑セ顒?dòng)中起著相當(dāng)重要的作用．在廣告信息尚未傳播之時(shí)，廣告人必須深入了解受眾，研究廣告?zhèn)鞑^(qū)域里受眾各方面的情況，以實(shí)現(xiàn)廣告內(nèi)容及其表達(dá)方式與受眾的完美對(duì)接．受眾環(huán)境影響廣告?zhèn)鞑サ囊蛩匾灿泻芏啵旅嬷饕勅齻€(gè)方面的內(nèi)容：
(1)受眾的民族與宗教信仰．我國(guó)是個(gè)多民族的偉大的國(guó)家，56．個(gè)民族組成了中華民族大家庭，其中不少民族有其宗教信仰，各民族享受著信仰的宗教自由．鑒于此種文化背景，有些商品是宗教忌諱使用的．因此，在為商品做廣告時(shí)一定要考慮到受眾的民族與宗教信仰方面的因素，必須尊重、慎重處理這方面的問(wèn)題，以避免傷害民族感情和民族團(tuán)結(jié)，給社會(huì)造成不穩(wěn)定的因素．
(2)受眾的思想觀念．人們的思想觀念會(huì)影響到對(duì)廣告的理解，甚至直接影響商品的銷(xiāo)售．因此，在做廣告時(shí)就必須考慮到受眾的內(nèi)心的思想感受．尤其是人們喜歡什么，討厭什么，崇尚什么，鄙棄什么．對(duì)這些問(wèn)題有著清醒的認(rèn)識(shí)有助于未來(lái)的廣告宣傳．李思屈在《廣告大創(chuàng)意》．中所舉的美國(guó)人推銷(xiāo)速溶咖啡就是一個(gè)十分典型的例子．20世紀(jì)40年代，美國(guó)人生產(chǎn)出速溶咖啡．為了突出新產(chǎn)品的優(yōu)勢(shì)，廣告宣傳重點(diǎn)強(qiáng)調(diào)這種新咖啡飲用時(shí)省時(shí)、省力、方便等特點(diǎn)．豈料這是違背了美國(guó)人當(dāng)時(shí)勤勞勇敢、努力進(jìn)取的思想觀念，因而效果不佳．
(3)受眾的風(fēng)俗習(xí)慣．隨著改革開(kāi)放與我國(guó)商品經(jīng)濟(jì)的發(fā)展，近年來(lái)進(jìn)入國(guó)際市場(chǎng)的商品越來(lái)越多．為了宣傳這些產(chǎn)品，我們?cè)诓邉澤嫱鈴V告與廣告語(yǔ)時(shí)，廣告語(yǔ)的作者一定要充分了解并考慮不同國(guó)家、不同地區(qū)、不同民族的風(fēng)俗習(xí)慣，不違反禁忌．日本人忌諱綠色，認(rèn)為綠色是一種不吉祥之色，同時(shí)還忌諱荷花．阿拉伯民族忌用雪花．拉丁美洲國(guó)家忌用，認(rèn)為是專(zhuān)供祭祀用的……．倘若我們懂得這些文化背景，在著手廣告的創(chuàng)意與創(chuàng)作時(shí)，就可以避諱了．
2．2地域環(huán)境對(duì)廣告?zhèn)鞑サ挠绊?/p>
廣告的地域環(huán)境包括廣告?zhèn)鞑^(qū)域的人文因素，如國(guó)家性質(zhì)、民族分布等，也包括廣告?zhèn)鞑^(qū)域的自然因素，如地理環(huán)境、氣候條件等．廣告的地域因素是廣告語(yǔ)境的一個(gè)重要方面，并對(duì)廣告?zhèn)鞑ギa(chǎn)生重要的影響．一個(gè)地方有一個(gè)地方的語(yǔ)言及風(fēng)土人情．不同國(guó)家的人們還有著不同的政治概念．這諸多因素皆影響并制約著廣告?zhèn)鞑ィ?/p>
首先，語(yǔ)言的地域差異對(duì)廣告的影響。語(yǔ)言的地域差異很大，不同的國(guó)家不同的民族使用的語(yǔ)言又不盡相同．做廣告時(shí)必須考慮語(yǔ)言的地域差異．
關(guān)鍵詞：廣西；高考錄取；高職高專(zhuān)；啟示
中圖分類(lèi)號(hào)：G712 文獻(xiàn)標(biāo)志碼：A 文章編號(hào)：1674-9324（2014）13-0161-02
2013年廣西參加高考的人數(shù)為28.1萬(wàn)人（2012年為27.8萬(wàn)人），考生統(tǒng)計(jì)數(shù)據(jù)上有所增加，實(shí)際有成績(jī)的考生基本持平。高考錄取結(jié)束后，本科專(zhuān)科共錄取22.7萬(wàn)人（2012年為22.5萬(wàn)人），錄取率達(dá)到80.8%（2012年為81%），錄取總?cè)藬?shù)持平，錄取比例持平。反映出廣西高等教育的穩(wěn)步發(fā)展，滿(mǎn)足了廣大考生上大學(xué)的愿望，高等教育的發(fā)展將更加有力推動(dòng)廣西經(jīng)濟(jì)社會(huì)的發(fā)展。本文根據(jù)廣西官方網(wǎng)站的2012年、2013年高考錄取信息，以廣西高職高專(zhuān)的情況為例，提出一些個(gè)人觀點(diǎn)，以期拋磚引玉。
一、高職高專(zhuān)專(zhuān)業(yè)招生文理科設(shè)置要合理
2012年、2013年，按照200分的高職高專(zhuān)上線分段統(tǒng)計(jì)對(duì)照表如表1。
表1統(tǒng)計(jì)數(shù)據(jù)對(duì)比表顯示，理科考生上一本線的百分比高于文科上一本線10%，兩年情況相同。2012年二本高出19%，2013年二本高出23%。2012年三本高出31%，2013年三本高出32%，每年200分線上理科生人數(shù)累計(jì)14多萬(wàn)，文科生人數(shù)累計(jì)11多萬(wàn)，2012年理科線上總考生人數(shù)只比文科多出2.41萬(wàn)，2013年理科線上考生人數(shù)只比文科多出2.6萬(wàn)。而文科生錄取總數(shù)遠(yuǎn)少于理科生，致使大部分文科生被擠壓到高職高專(zhuān)錄取批次。將2012年與2013年數(shù)據(jù)，按照一本、二本、三本、高職高專(zhuān)錄取區(qū)間（如二本區(qū)間指一本以下、三本以上的分?jǐn)?shù)段）統(tǒng)計(jì)對(duì)比表如下表2。
2012年與2013年對(duì)比，從分?jǐn)?shù)區(qū)間分布，進(jìn)入理科一本比進(jìn)入文科一本的百分比高出10%，進(jìn)入理科二本比進(jìn)入文科二本的百分比高出10%與12%。同樣三本理科高出文科12%與9%，高職高專(zhuān)是文科高出理科31%與32%。從文理科分布數(shù)據(jù)看，高職高專(zhuān)文科生較理科生多出2萬(wàn)余人，也致使高職高專(zhuān)在生源緊張的局勢(shì)下，不得不放寬了文理科的限制。
二、創(chuàng)新高職高專(zhuān)教育管理模式，全面開(kāi)展人才培養(yǎng)質(zhì)量攻堅(jiān)建設(shè)
廣西2012年高職高專(zhuān)共錄取12萬(wàn)人，占當(dāng)年高考人數(shù)的43.2%。2013年高職高專(zhuān)錄取11萬(wàn)人，占有成績(jī)考生人數(shù)的41%。根據(jù)2012年數(shù)據(jù)統(tǒng)計(jì)，區(qū)內(nèi)所屬高職高專(zhuān)院校錄取人數(shù)是10.8萬(wàn)人左右，占區(qū)內(nèi)高考錄取總?cè)藬?shù)17.7萬(wàn)人的61%，成為區(qū)內(nèi)高等教育的重要組成部分。從招生數(shù)據(jù)顯示，高職高專(zhuān)教育面臨的問(wèn)題有以下幾點(diǎn)。
1.高職高專(zhuān)人才培養(yǎng)質(zhì)量和就業(yè)成為高職高專(zhuān)院校的生命線。根據(jù)廣西考試院信息顯示：高職高專(zhuān)批次院校的生源狀況并不十分理想，生源分布不均衡現(xiàn)象較為突出，考生不服從調(diào)劑現(xiàn)象明顯，甚至有少數(shù)區(qū)外院校出現(xiàn)無(wú)生源狀況。高職高專(zhuān)提前批錄取中，僅有29所院校第一次投檔生源滿(mǎn)足率達(dá)到或超過(guò)100%，有23所院校按第一志愿能夠全部完成計(jì)劃，另有26所院校無(wú)生源。這些提前批的沒(méi)有完成計(jì)劃或無(wú)生源的學(xué)校的信息，結(jié)合全國(guó)其他省市新生錄取的信息，給高職高專(zhuān)一個(gè)重要的信號(hào)，就是辦學(xué)質(zhì)量不好、就業(yè)前景不好的專(zhuān)業(yè)和學(xué)校，面臨生存危機(jī)。區(qū)內(nèi)高職高專(zhuān)招生院校43所，按照2012年區(qū)內(nèi)錄取10.8萬(wàn)人計(jì)算平均每校2511人。但實(shí)際上還有約20所本科院校招收專(zhuān)科層次學(xué)生，合計(jì)63所后平均每校區(qū)內(nèi)招生平均錄取1714人。從這個(gè)數(shù)據(jù)看，一些高職高專(zhuān)院校生源緊張是避免不了的。從此也看出，走規(guī)模發(fā)展的路子是行不通的，必須以特色求生存、以特色求發(fā)展。這些數(shù)據(jù)證明廣西開(kāi)展高等教育分類(lèi)指導(dǎo)的正確性和前瞻性。
2.創(chuàng)新高職高專(zhuān)管理模式，切實(shí)從行政管理角度引導(dǎo)和推動(dòng)高職高專(zhuān)的專(zhuān)業(yè)建設(shè)和質(zhì)量建設(shè)。在教育政策頂層設(shè)計(jì)上，高度重視高職高專(zhuān)教育是迫在眉睫的事，不完全統(tǒng)計(jì)的數(shù)據(jù)顯示高職高專(zhuān)早已經(jīng)占今年高校新生人數(shù)的60%以上。高職高專(zhuān)為提高高等教育創(chuàng)造大量上學(xué)機(jī)會(huì)，但要持續(xù)保持生源和聲譽(yù)的提升，關(guān)鍵在質(zhì)量，關(guān)鍵在于吸引力，吸引力來(lái)源于就業(yè)質(zhì)量好，來(lái)源于就業(yè)后能以技立家、以技成就人生。從國(guó)家政策和管理層面上，原來(lái)高職高專(zhuān)屬于高校系列，屬于高教司（高教處）統(tǒng)一管理，近來(lái)劃轉(zhuǎn)到職業(yè)教育與成人教育司（職成處），有些省市又沒(méi)有劃轉(zhuǎn)，使得高職管理存在搖擺和不穩(wěn)定之中，對(duì)高職教育是極為不利的。如果劃到職成處管理，那么本科院校舉辦的高職學(xué)院又如何管理，高職對(duì)口升學(xué)的難度又加大。
1 傳承千年釀造工藝，歷經(jīng)天寶洞藏。紅花國(guó)色，醬香典范，紅花郎!
2 神采飛揚(yáng)中國(guó)郎!
3 男人要奮斗,喝郎酒,像男人一樣
4 郎酒longlonga go
5 醬香典范紅花郎，和諧兼香新郎酒，郎牌特曲，領(lǐng)秀人生，讓勇敢充滿(mǎn)自己，傳世醬香老郎酒
6 他鄉(xiāng)遇故知，洞房花燭夜;金榜題名時(shí)，人生喜樂(lè)事，精品老郎酒
四特酒廣告語(yǔ)：
1 四特，四季發(fā)財(cái)，特別順心
2 清香醇純,回味無(wú)窮
3 上等好酒 只因四特
4 四特酒 東方韻 世界因我而改變
邵陽(yáng)老酒廣告詞：
1 輕松一口,邵陽(yáng)老酒。
2 講相聲，要對(duì)你的口味，吃酒嘛，要對(duì)我的口味，邵陽(yáng)老酒，即對(duì)你的口味，也對(duì)我的口味，輕松一口，邵陽(yáng)老酒
牛欄山二鍋頭廣告詞：
1 牛欄二鍋頭---喝過(guò)不上頭
2 百年牛欄山，清香醇厚第一流。
3 正宗二鍋頭 地道北京味
4 百年牛欄山，好酒牛百年。
5 美酒飄香百年，今生與你結(jié)緣
6 二鍋頭發(fā)源地
洋河藍(lán)色經(jīng)典經(jīng)典廣告詞：
世界上最寬廣的是海,比海更高遠(yuǎn)的是天空,比天空更博大的是男人的情懷
沱牌舍得廣告詞：
1 悠悠歲月酒,滴滴沱牌情
2 智慧人生,品味舍得
3 心有靈犀，舍得是智慧的回歸，更是人生的頓悟。舍與得，感悟智慧人生，舍得酒。
4 品質(zhì)的背后是品格，品格的背后是品味。智慧人生，品味舍得。
經(jīng)典創(chuàng)意廣告語(yǔ)
經(jīng)典廣告詞用英語(yǔ)
英語(yǔ)經(jīng)典廣告詞
食品類(lèi)經(jīng)典廣告詞賞析
經(jīng)典的食品廣告語(yǔ)
經(jīng)典的名牌服裝廣告語(yǔ)
精彩的經(jīng)典汽車(chē)廣告語(yǔ)2019
汽車(chē)租賃經(jīng)典廣告詞
諾基亞經(jīng)典手機(jī)手機(jī)英文廣告詞
經(jīng)典房地產(chǎn)廣告詞
房地產(chǎn)經(jīng)典廣告詞語(yǔ)
中秋節(jié)經(jīng)典房地產(chǎn)廣告語(yǔ)匯總
經(jīng)典圣誕促銷(xiāo)廣告語(yǔ)大全
關(guān)鍵詞： 關(guān)聯(lián) 隱含 隱喻 認(rèn)知語(yǔ)境
廣告標(biāo)語(yǔ)是一則廣告中位于最突出位置的簡(jiǎn)短話(huà)語(yǔ)，其主要目的是引起廣告受眾的興趣，傳遞所宣傳商品或服務(wù)的相關(guān)信息。新奇隱喻因其簡(jiǎn)練生動(dòng)的語(yǔ)言、新奇啟發(fā)的特性、委婉的手法和高雅的意境成為了廣告標(biāo)語(yǔ)中常見(jiàn)的修辭手法之一。本文將從關(guān)聯(lián)理論角度對(duì)廣告標(biāo)語(yǔ)中新奇隱喻現(xiàn)象的出現(xiàn)及受眾理解廣告隱含意義的過(guò)程做出合理解釋。
一、廣告交際與明示-推理交際
關(guān)聯(lián)理論把語(yǔ)言交際歸為明示-推理交際活動(dòng)，并將其定義為“說(shuō)話(huà)人發(fā)出一種刺激信號(hào)，使之對(duì)交際雙方相互顯映（mutually manifest），說(shuō)話(huà)人通過(guò)這個(gè)刺激信號(hào)意欲向聽(tīng)話(huà)人顯映或更深程度的顯映一系列命題I。”（Sperber & Wilson 2001：63）。由這個(gè)定義可以看出一種交際要成為明示-推理交際，首先說(shuō)話(huà)人必須同時(shí)具備信息意圖（即向聽(tīng)話(huà)人顯映或更清楚的顯映一系列命題I）和交際意圖（即向說(shuō)話(huà)人及聽(tīng)話(huà)人雙方相互顯映說(shuō)話(huà)人有傳遞信息意圖的意圖）。廣告交際的首要目的是勸說(shuō)聽(tīng)話(huà)人（廣告受眾）購(gòu)買(mǎi)說(shuō)話(huà)人（廣告制作人）所宣傳的產(chǎn)品或服務(wù)，或接受廣告制作人所倡導(dǎo)的觀念，因此在交際活動(dòng)中，廣告制作人肯定不僅有向受眾顯映或更清楚的顯映所宣傳的商品或服務(wù)的信息意圖，而且同時(shí)具備向說(shuō)話(huà)人和聽(tīng)話(huà)人雙方相互顯映說(shuō)話(huà)人有傳遞信息意圖的交際意圖，否則就根本無(wú)法達(dá)到廣告交際的目的。由此可見(jiàn)，廣告交際從本質(zhì)上來(lái)講屬于明示-推理交際范疇。
雖然如此，廣告交際與典型的明示-推理交際從表面來(lái)看還是有一定的差異。第一，關(guān)聯(lián)理論所研究的交際活動(dòng)通常都是私人、個(gè)體、雙向的，故說(shuō)話(huà)人可以根據(jù)自己對(duì)聽(tīng)話(huà)人認(rèn)知環(huán)境的充分合理估計(jì)，發(fā)出在聽(tīng)話(huà)人認(rèn)知語(yǔ)境中可以引發(fā)最佳關(guān)聯(lián)的話(huà)語(yǔ)。廣告交際是一種公開(kāi)、大眾、單向的交際方式，聽(tīng)話(huà)人不再是一個(gè)具體的特定個(gè)體，而是一個(gè)由無(wú)法確定的個(gè)體所組成的群體（廣告的潛在消費(fèi)群）。廣告受眾具體個(gè)體的未知性使得廣告制作人不可能像關(guān)聯(lián)理論所研究的交際那樣對(duì)聽(tīng)話(huà)人的認(rèn)知環(huán)境做出準(zhǔn)確合理的估計(jì)。在交際過(guò)程中發(fā)出最為關(guān)聯(lián)的明示交際信號(hào)，促進(jìn)聽(tīng)話(huà)人以最合理的努力獲得最佳關(guān)聯(lián)，這雖然對(duì)廣告明示-推理交際的發(fā)生有一定的阻礙作用，但是并不能完全阻止明示-推理交際的發(fā)生。廣告受眾既屬于一定的群體，他們?cè)谖幕⒔逃尘昂头治瞿芰Φ确矫嬗挚隙ň哂幸欢ǖ墓残裕瑥V告制作人可以根據(jù)這種共性選擇刺激信號(hào)引導(dǎo)群體受眾在共同的認(rèn)知語(yǔ)境中尋找最佳關(guān)聯(lián)。第二，從表面上看，關(guān)聯(lián)理論的交際環(huán)境與廣告交際環(huán)境存在一定的差異。關(guān)聯(lián)理論所研究的交際建立于聽(tīng)話(huà)人對(duì)說(shuō)話(huà)人的信任及與說(shuō)話(huà)人合作的基礎(chǔ)之上；在廣告交際環(huán)境中，由于廣告本身的功利性而使得受眾對(duì)廣告人產(chǎn)生不信任不合作的態(tài)度。交際環(huán)境的差異是否意味著廣告交際就偏離了明示-推理交際的范疇了呢？實(shí)則不然。關(guān)聯(lián)理論認(rèn)為只要交際意圖實(shí)現(xiàn)，即聽(tīng)話(huà)人明白說(shuō)話(huà)人有傳遞信息的意圖之后，交際活動(dòng)就能完成。“明白不等于相信。”（Sperber&Wilson，2002：245）由此可見(jiàn)，信任與合作并非是明示-推理交際發(fā)生的必要條件。Tanaka（1996：37）指出明示交際的成功在于聽(tīng)眾了解言語(yǔ)發(fā)出者的信息意圖，而不是說(shuō)話(huà)人使聽(tīng)眾相信他所說(shuō)的。綜上所述，盡管從表面來(lái)看，廣告交際與明示推理交際之間存在一定的差異，但廣告交際仍然是關(guān)聯(lián)理論所研究的明示-推理交際。
為了在廣告受眾不信任的情況下成功地將廣告信息傳遞給受眾，廣告制作人不得不使用各種各樣的方式吸引廣告受眾的注意，隱喻是他們最常用的方法。正如Ring所說(shuō)的：“廣告商的技巧最重要的有兩個(gè)：為所的品牌找到一個(gè)恰當(dāng)?shù)碾[喻，并且確認(rèn)該隱喻的含義正是廣告商想要傳達(dá)給消費(fèi)者的。”（Brierley，1993：160）
1.(2014·泰州高三質(zhì)檢)University is ________ most worthwhile time of discovery and learning, and it is also ________ very enjoyable and valuable experience for every one of us.
A.a; aB.the; /
C./; a D.a; the
2.(2014·安慶一中模擬)Would you please ________ the paper for me and see if there are any obvious mistakes?
A.look back on B.look around
C.look up D.look through
3.(2014·南京秦淮區(qū)模擬)The news reporters hurried to the airport, only ________ that the film stars had left.
A.informing B.to be informed
C.to inform D.informed
4.(2014·安徽六校聯(lián)考)—When will the expert come and give the lecture on intellectual property?
—As soon as our program ________ by the authorities.
A.approves B.will be approved
C.is to approve D.has been approved
5.(2014·武漢名校高三調(diào)研)He asked me to be ________ the class because he had to attend to his sick mother.
A.in want of B.in search of
C.in favour of D.in charge of
6.(2014·南京第十二中學(xué)高三模擬)Principal White has been working in the school for about 20 years, ________ all his energy to teaching and researching as well as the running of a healthy school.
A.devoted B.devoting
C.to devote D.and devote
7.(2014·長(zhǎng)沙一模)General secretary Xi Jinping required that China's position on the issue of the South China Sea ________.
A.was respected B.should respect
C.be respected D.must be respected
8.(2014·東臺(tái)高三一模)Some modern teaching equipment as well as hundreds of books ________ to the rural schools.
A.had been donated B.was donated
C.have donated D.were donated
9.(2014·南京三中模擬)It is known to all that every minute _________full use of _________the lessons will benefit students a great deal.
A.which makes; studying
B.when made; to study
C.that made; to study
D.when is made; studying
10.(2014·湖北黃石三校高三調(diào)研)Spending time online is ________ behavior for teenagers, but too much Internet use might be related to depression.
A.traditional B.exceptional
C.average D.normal
11.(2014·長(zhǎng)春高三調(diào)研)I read through the first page of the book and ________ a spelling mistake.
A.stared B.stated
C.spotted D.struggled
12.(2014·宿遷高三模擬)—Shall I stay here for another day?
—________.
A.If you please B.As you please
C.With pleasure D.It's my pleasure
13.(2014·北京海淀模擬)You don't need to make fancy foods to impress guests — it is something simple but good ________ will do.
A.what B.that
C.which D.who
14.—Ye Shiwen got the championship in the women's 400meter individual medley at London Olympics.
—She fully deserves the title.She ________ for it for years.
A.is preparing B.was preparing
C.has prepared D.had been preparing
15.(2014·江蘇姜堰溱潼中學(xué)模擬)The Voice of China is such a popular program with viewers ________ has produced many a musiclover.
A.who B.that
C.where D.as
.閱讀理解
A
(2014·南京第三中學(xué)模擬)This July, Wang Chen, a student from Shanghai University of Finance and Economics, won the International University WEICHI Tournament 2013 in Shanghai, which saw competitors from 54 universities around the world, including Harvard University and Massachusetts Institute of Technology.
Compared with the busy sports ground, it seems a bit dull, but Wang and his peers enjoy an intense brain workout (勞動(dòng)). Wang is an amateur seventhdegree master player — the highest degree amateur players can attain. “I had hoped to win first place, but when it came true, I couldn't believe it，” says Wang. Wang began studying weichi when he was 7 years old. “I was a quiet boy and my parents thought weichi would help develop my logical thinking ability，” he says. He began to attend the Chinese Rank Promotion from the age of 10. “I failed for nine years, and then I gave up. I entered university and became an amateur player，” says Wang.
What this hobby brings Wang is not only a sense of achievement, but also independence. He has won 10 national and international championships, which have brought the young student a handsome sum of money. When he won the national amateur competition in 2011, he received 100,000 yuan in prize money. With awards from contests, Wang covers his expenses and tuition fees all by himself.
Wang is busier than most of his peers. A look at his calendar shows that he will attend competitions in Guizhou and Taiwan at the end of August, after attending an international competition only this July. But Wang admits he has little in common with his classmates. “I feel a bit lonely sometimes，” he says.
On campus Wang spends more time on exploring his skills. Wang now regards playing weichi as a hobby. He is the captain of the weichi team on campus, which has five members. He organizes them to research the latest formations once a week. Wang says his next project is to promote weichi among his peers on campus. “Many young people in China don't understand this kind of sports and I want to promote it，” says Wang.
1.What's the best title of the passage?
A.The Achievement and Dream of the “Weichi Prince”
B.Wang Chen Won the International University WEICHI Tournament 2013
C.Weichi Brings Wang a Sense of Achievement and Independence
D.Wang Chen's Life
2.Which of the following statements is TRUE according to the passage?
A.54 countries attended the International University WEICHI Tournament 2013 in Shanghai.
B.Wang Chen began to attend the Chinese Rank Promotion from the age of 7.
C.In 2013, Wang Chen received 100,000 yuan in prize money.
D.Wang Chen has won 10 national and international championships nowadays.
3.What can we learn from this passage?
A.Family plays an important role in shaping worldrank players.
B.As long as you have the same loneliness as Wang Chen, you are sure to succeed.
C.Wang Chen doesn't get on well with his classmates.
D.Perseverance helps to make a top player.
4.The underlined word “handsome” in Paragraph 3 most probably means “________”.
A.goodlooking B.considerable
C.generous D.beautiful
5.Which of the following can be inferred from the passage?
A.Wang Chen doesn't get on well with his study.
B.Weichi is not popular with people in China.
C.Nobody can beat Wang Chen.
D.Many students are likely to love weichi on campus.B
(2014·揚(yáng)州中學(xué)模擬)
More UK universities should be profiting from ideas
A repeated criticism of the UK's university sector is its noticeable weakness in translating new knowledge into new products and services.
Recently, the UK National Stem Cell Network warned the UK could lose its place among the world leaders in stem cell research unless adequate funding and legislation could be assured, despite an annual ￡40 m spent by the Department of Health on all kinds of research.
However, we do have to challenge the unthinking complaint that the sector does not do enough in taking ideas to market. The most recent comparative data on the performance of universities and research institutions in Australia, Canada, USA and UK shows that, from a relatively weak starting position, the UK now leads on many indicators of commercialization activity.
When viewed at the national level, the policy_interventions (interference) of the past decade have helped transformed the performances of UK universities. Evidence suggests the UK's position is much stronger than in the recent past and is still showing improvement. But national data masks the very large variation in the performance of individual universities. The evidence shows that a large number
of universities have fallen off the back of the pack, a few perform strongly and the rest chase the leaders.
This type of uneven distribution is not strange to the UK and is mirrored across other economies. In the UK, research is concentrated: less than 25% of universities are receiving 75% of the research funding. These same universities are also the institutions producing the greatest share of PhD graduates, science citations, patents and license income. The effect of policies generating longterm resource concentration has also created a distinctive set of universities which are researchled and commercially active. It seems clear that the concentration of research and commercialization work creates differences between universities.
The core objective for universities which are researchled must be to maximize the impact of their research efforts. Their purpose is not to generate funds to add to the bottom line of the university or to substitute other income streams. Rather, these universities should be generating the widest range of social, economic and environmental benefits. In return for the scale of investment, they should share their expertise (expert knowledge or skill) in order to build greater confidence in the sector.
Part of the economic recovery of the UK will be driven by the next generation of research commercialization spilling out of our universities. On the evidence presented in my report, there are three dozen universities in the UK which are actively engaged in advanced research training and commercialization work.
If there was a greater coordination (協(xié)調(diào)) of technology transfer offices within regions and a simultaneous (happening at the same time) investment in the scale and functions of our graduate schools, universities could, and should, play a key role in positioning the UK for the next growth cycle.
6.What does the author think of UK universities in terms of commercialization?
A.They have lost their leading position in many ways.
B.They still have a place among the world leaders.
C.They do not regard it as their responsibility.
D.They fail to change knowledge into money.
7.What does the author say about the national data on UK universities' performance in commercialization?
A.It masks the fatal weaknesses of government policy.
B.It indicates their ineffective use of government resources.
C.It does not rank UK universities in a scientific way.
D.It does not reflect the differences among universities.
8.We can infer from Paragraph 5 that “policy interventions (in Paragraph 4)” refers to ________.
A.concentration of resources in a limited number of universities
B.compulsory cooperation between universities and industries
C.government aid to nonresearchoriented universities
D.fair distribution of funding for universities and research institutions
9.What does the author suggest researchled universities do?
A.Fully use their research to benefit all sectors of society.
B.Generously share their facilities with those short of funds.
C.Advertise their research to win international recognition.
D.Spread their influence among top research institutions.
School life 單元檢測(cè)(B卷——自主選做)
Ⅰ.完形填空
(2014·東臺(tái)三倉(cāng)中學(xué)模擬)“Mommy, can I have a peanut butter and jelly sandwich?” my fiveyearold son asked.
A simple task, but now, it wasn't that __1__. Anxiety restricted my stomach as I ___2___ I couldn't be a(n) “normal” mommy to my three， five， and sevenyear old sons.
It was the Christmas season now, and my tasks multiplied.I __3__ to have even a tiny bit of eyesight. But this Christmas season, I saw __4__ — no red or green, no colors, no shadows.
Christmas ___5__ came quickly, and our sons came in and rushed to our bed.“ __6___,_we want to open presents.”
Each voice had a distinct sound and I could tell their mood by the __7__. They jumped, giggled, and teased each other as we wiped the __8__ from our eyes.
I reached for my robe (睡袍) and held ___9__ my hand, “Come on, let's see what Santa brought.”
“Let's take turns，” their daddy said.“And don't forget to tell __10__ what you get.”
That's __11__ I realized that what I couldn't see threatened to __12__ the Christmas joy. I fought the temptation to __13__ into selfpity, and swallowed hard to keep the tears inside.
My husband __14__ beside me. “What can I do for you?”
His sweetness and warmth further emphasized my __15__. I was disappointing him and I'd __16__ in my role as a wife to him and a mom to my sons.
“This is the best present yet!” one of our sons cried out.
My son's words brought a truth that opened the __17__ of my heart. His gift delighted him. But I had missed mine, __18__ and disregarding my greatest present — the one that __19__ the emptiness of my dark world. It was in the family room — it sang to me with little voices, with little arms that __20__ me, and with the sweetest melody of each “I love you, Mommy.”
1.A.interesting B.pleasant
C.easy D.difficult
2.A.wondered B.doubted
C.hesitated D.feared
3.A.longed B.struggled
C.assumed D.asked
4.A.nothing B.something
C.everything D.anything
5.A.noon B.morning
C.afternoon D.evening
6.A.Stand up B.Get up
C.Take up D.Stay up
7.A.tongue B.tune
C.tone D.accent
8.A.sleep B.joy
C.tears D.sadness
9.A.back B.up
C.out D.on
10.A.Daddy B.yourself
C.Santa D.Mommy
11.A.where B.when
C.how D.why
12.A.multiply B.gain
C.increase D.erase
13.A.come B.get
C.rush D.sink
14.A.flashed B.slid
C.ran D.stuck
15.A.happiness B.disappointment
C.sorrow D.depression
16.A.failed B.managed
C.succeeded D.attempted
17.A.eyes B.doors
C.windows D.curtains
18.A.withdrawing B.overcoming
C.undertaking D.overlooking
19.A.crowded B.filled
C.covered D.packed
20.A.seized B.caught
C.hugged D.hungⅡ.閱讀理解
(2014·蕪湖一中模擬)It had been three months since Ms Miller had started teaching. She was gradually being able to understand all her students, except one, Bob. Bob was the only boy who came to school dressed untidily and sat in the class completely lost in his own world. His performance had been deteriorating steadily with every single day.
Ms Miller searched through the progress reports of Bob and was shocked to see Bob used to be the topper in his class. Bob's performance began to slowly decline when his mother fell ill. He was doing badly in each and every subject when his mother died leaving him alone with his father, who was a businessman and had to travel always. Apart from his performance worsening gradually, Bob's nature too began to change. He had forgotten to laugh and showed no interest in any activity. All his friends had abandoned him.
One day, Bob was asked to stay back. Ms Miller asked him if he had any problem understanding his lessons. Gradually she began to give him a comfort zone so that he could talk and share. After three weeks, she found Bob gradually improving. He was being able to answer the questions he previously failed. Every day after all the students went away, Ms Miller gave personal attention to Bob and began to spend time with him. Bob improved a lot over the next semester, showing definite signs of progress in his performance.
On a Friday, Bob came up to Ms Miller, handed her a box and requested her to open the box on Sunday. Sunday morning, curious, she opened it and saw a bottle of perfume, half filled. Together with it was a small letter, saying that this bottle of perfume used to be his mother's and he wished Ms Miller to wear it so that every time she was around, he could feel his Mom near him. He thanked her for everything. Ms Miller took the bottle of perfume in her hand and saw a new tag attached to it; it said “Happy Mother's Day!”
Ms Miller suddenly realized that it was not she who had made a difference to Bob's life but it was Bob who made her realize what true humanity is!
1.According to the text, Bob ________.
A.wore neat clothes all the time
B.was taller than any other one in his class
C.lost all of his friends after his mother's death
D.could always have his father for company at home
2.The underlined word “deteriorating” in Paragraph 1 probably means ________.
A.changing B.worsening
C.thrilling D.improving
3.Paragraph 3 is mainly about ________.
A.why Ms Miller would like to help Bob
B.how Bob attracted Ms Miller's attention
C.what Ms Miller did to help Bob
D.where Bob could sit comfortably
4.The bottle of perfume given to Ms Miller ________.
A.was new and never used before
B.was presented on Mother's Day
C.made Bob a different student
D.showed Bob was grateful for Ms Miller
5.What does the author want to convey to us?
A.A teacher could change a student's life.
B.Family is the most important place for kids.
C.Children don't have to solve problems by themselves.
D.One should have sympathy for another's suffering and offer help.
Ⅲ.任務(wù)型閱讀
(2014·蘇州高三六校聯(lián)考)We all have relationships. We have acquaintances, relatives, neighbors and probably some friends. However, many of these relationships are simply not satisfying. They lack real strength and depth.
I'd like to show you how you can add a significant amount of depth and strength to your relationships and make your social life a lot more meaningful.
Meet more people. The quality of the people you meet has a great deal to do with the quantity of the people you meet. If you don't know a lot of people, you won't meet very often people who are a good match with you in terms of personality, interests and values. And since this natural match plays a huge part in building strong relationships, you'll just as seldom have the opportunity to develop strong relationships.
Talk about the things that matter to you. A relationship becomes the strongest when two people discover they believe in the same things and have similar interests. It's these commonalities regarding values and interests that create the strongest emotional connection. Talk about the things that truly matter to you and give others a chance to know what you care about and what you believe in. If they believe in the same things and they care about the same things, they'll eagerly let you know. Thus you'll find meaningful common ground and you'll feel more connected.
Express weakness. Many people try not to talk about their failures; they hide their shortcomings and they never say anything that could embarrass them. However, by hiding your imperfection, what you do succeed in is appearing cold and impersonal. This makes it very hard for anyone to connect with you emotionally. Humans connect with other humans, not with ideals. Keep this in mind and don't be afraid to let your weakness and your humanity show. This is what takes a relationship to the next level.
Have honesty. This is an important quality because if you have honesty, people can trust you. They can trust you to give them an honest feedback, and they can trust you to keep your promises. This trust is one of the central factors of a strong relationship, both in your personal and professional life. So, challenging as it can be sometimes, always try to have honesty.
Be there for others. Another central factor of strong relationships is support. Connections between people grow strong if they can rely on each other for support when it's needed, whether that support means a few kind words or several massive actions. Of course, you can't be there for everybody, all the time. Your time, energy and other resources are limited. But what you can do is to identify the really important people in your life and then seek to be there as much as possible, at least for them.
With the right attitude and the right behavior, you can strengthen a wide range of relationships in your life and advance them as far as they can be advanced. And with strong relationships, not only do you feel more satisfied, but you feel more connected to the entire world. You feel that your life has real value, you have more fun and you live in the moment.
Title How to build stronger and deeper relationships Theme Many of our relationships with others are (1)________ for lack of real strength and depth. Suggestions and reasons •Meet more people.
[關(guān)鍵詞]高職院校 信息化建設(shè) 戰(zhàn)略與策略
[作者簡(jiǎn)介]邱金林（1972- ），男，廣西昭平人，廣西經(jīng)貿(mào)職業(yè)技術(shù)學(xué)院高教研究室主任，講師，研究方向?yàn)楦呗毥逃虒W(xué)改革。（廣西 南寧 530021）
[基金項(xiàng)目]本文系2011年度廣西壯族自治區(qū)教育廳科研項(xiàng)目“廣西高等職業(yè)院校教學(xué)信息資源的信息化建設(shè)研究”的研究成果。（項(xiàng)目編號(hào)：201106LX813）
[中圖分類(lèi)號(hào)]G717 [文獻(xiàn)標(biāo)識(shí)碼]A [文章編號(hào)]1004-3985（2014）35-0048-02
黨的十吹響了“加快發(fā)展現(xiàn)代職業(yè)教育”的號(hào)角，2014年全國(guó)職業(yè)教育工作會(huì)議部署了加快發(fā)展現(xiàn)代職業(yè)教育的一系列重要舉措，職業(yè)教育發(fā)展迎來(lái)了一個(gè)嶄新的春天。信息化是促進(jìn)職業(yè)教育變革、實(shí)現(xiàn)跨越式發(fā)展的重要途徑，也是加快發(fā)展現(xiàn)代職業(yè)教育、提高人才培養(yǎng)質(zhì)量的關(guān)鍵所在。在發(fā)展現(xiàn)代職業(yè)教育的新形勢(shì)下，把握高職教育發(fā)展的新機(jī)遇，全面提升信息化水平，必然是廣西高職院校今后一段時(shí)期改革與發(fā)展的重要任務(wù)。
一、信息化已成為當(dāng)今時(shí)展現(xiàn)代職業(yè)教育的鮮明特征
2014年2月26日，國(guó)務(wù)院總理主持召開(kāi)國(guó)務(wù)院常務(wù)會(huì)議，確定了加快發(fā)展現(xiàn)代職業(yè)教育的五項(xiàng)任務(wù)措施。同年6月23日，全國(guó)職業(yè)教育工作會(huì)議在北京召開(kāi)，印發(fā)了《國(guó)務(wù)院關(guān)于加快發(fā)展現(xiàn)代職業(yè)教育的決定》（國(guó)發(fā)[2014]19號(hào)）和《現(xiàn)代職業(yè)教育體系建設(shè)規(guī)劃（2014―2020年）》（教發(fā)[2014]6號(hào)）兩個(gè)重要文件，明確了職業(yè)教育發(fā)展的戰(zhàn)略地位、總體部署、目標(biāo)任務(wù)、重要舉措，標(biāo)志著發(fā)展現(xiàn)代職業(yè)教育的國(guó)家頂層設(shè)計(jì)已經(jīng)完成，職業(yè)教育步入加快發(fā)展的重要時(shí)期。
黨的十報(bào)告提出“堅(jiān)持走中國(guó)特色新型工業(yè)化、信息化、城鎮(zhèn)化、農(nóng)業(yè)現(xiàn)代化道路”，將信息化擺在突出的戰(zhàn)略位置，推動(dòng)了職業(yè)教育信息化發(fā)展。《教育信息化十年發(fā)展規(guī)劃（2011―2020年）》（教技[2012]5號(hào)）是我國(guó)歷史上第一個(gè)具有劃時(shí)代意義的教育信息化戰(zhàn)略發(fā)展規(guī)劃，其中專(zhuān)門(mén)針對(duì)加快職業(yè)教育信息化建設(shè)，提出了“2020年職業(yè)教育信息化發(fā)展水平框架”。2012年印發(fā)的《教育部關(guān)于加快推進(jìn)職業(yè)教育信息化發(fā)展的意見(jiàn)》（教職成[2012]5號(hào)），明確了職業(yè)教育信息化的目標(biāo)任務(wù)和關(guān)鍵舉措。2014年印發(fā)的《國(guó)務(wù)院關(guān)于加快發(fā)展現(xiàn)代職業(yè)教育的決定》（國(guó)發(fā)[2014]19號(hào)），把“提高信息化水平”作為提高人才培養(yǎng)質(zhì)量的重要內(nèi)容。當(dāng)前，我國(guó)經(jīng)濟(jì)社會(huì)已進(jìn)入信息化與工業(yè)化融合發(fā)展的關(guān)鍵時(shí)期，數(shù)字化生產(chǎn)與發(fā)展迅猛，產(chǎn)業(yè)更新?lián)Q代加快，對(duì)高素質(zhì)技術(shù)技能人才培養(yǎng)提出了更高要求。職業(yè)教育已步入構(gòu)建現(xiàn)代職業(yè)教育體系的重要時(shí)期，提高質(zhì)量，服務(wù)發(fā)展，促進(jìn)就業(yè)，適應(yīng)技術(shù)進(jìn)步和生產(chǎn)方式變革以及社會(huì)公共服務(wù)的需要，都離不開(kāi)信息化的有力支撐。推進(jìn)信息化，不僅是加快發(fā)展現(xiàn)代職業(yè)教育的根本要求，也是職業(yè)院校主動(dòng)適應(yīng)經(jīng)濟(jì)社會(huì)發(fā)展需要的時(shí)代職責(zé)。
二、加強(qiáng)信息化建設(shè)是創(chuàng)新發(fā)展廣西高職教育的迫切需要
創(chuàng)新發(fā)展廣西高職教育，就是要打造廣西高職教育升級(jí)版，適應(yīng)廣西經(jīng)濟(jì)社會(huì)新發(fā)展、構(gòu)建現(xiàn)代職業(yè)教育體系和提高人才培養(yǎng)質(zhì)量的需要。在發(fā)展現(xiàn)代職業(yè)教育的新形勢(shì)下，以信息化作為重要切入點(diǎn)和突破口，發(fā)揮信息技術(shù)對(duì)高職教育的革命性影響，創(chuàng)新發(fā)展廣西高等職業(yè)教育，顯得尤為重要和緊迫。
1.服務(wù)廣西經(jīng)濟(jì)社會(huì)新發(fā)展的需要。高職教育與廣西經(jīng)濟(jì)社會(huì)發(fā)展緊密相連。廣西經(jīng)濟(jì)社會(huì)發(fā)展引領(lǐng)和帶動(dòng)了高職教育發(fā)展，同時(shí)，高職教育又反作用和服務(wù)于經(jīng)濟(jì)社會(huì)發(fā)展，為經(jīng)濟(jì)社會(huì)發(fā)展提供人才支撐。廣西經(jīng)濟(jì)社會(huì)已進(jìn)入快速發(fā)展的關(guān)鍵時(shí)期，經(jīng)濟(jì)總量已連續(xù)11年保持兩位數(shù)增長(zhǎng)，成功躋身全國(guó)GDP“萬(wàn)億元俱樂(lè)部”。未來(lái)幾年，廣西經(jīng)濟(jì)社會(huì)發(fā)展的重點(diǎn)將是推進(jìn)產(chǎn)業(yè)發(fā)展與扶貧富民。2014年，“珠江―西江經(jīng)濟(jì)帶”上升為國(guó)家戰(zhàn)略，廣西承接港澳和珠江三角洲地區(qū)的功能輻射和產(chǎn)業(yè)轉(zhuǎn)移、溝通西南地區(qū)與中國(guó)東部沿海地區(qū)經(jīng)濟(jì)聯(lián)系通道的重要作用日益凸顯。隨著新經(jīng)濟(jì)時(shí)代的到來(lái)，信息經(jīng)濟(jì)的興起和不斷發(fā)展，帶動(dòng)經(jīng)濟(jì)發(fā)展模式將由“以物質(zhì)生產(chǎn)、物質(zhì)服務(wù)為主”向“以信息生產(chǎn)、信息服務(wù)為主”轉(zhuǎn)變，推動(dòng)傳統(tǒng)產(chǎn)業(yè)逐步實(shí)現(xiàn)數(shù)字化、網(wǎng)絡(luò)化、智能化。產(chǎn)業(yè)聚集、調(diào)整與升級(jí)，以及經(jīng)濟(jì)發(fā)展方式轉(zhuǎn)變，推進(jìn)信息技術(shù)逐步深度融入企業(yè)生產(chǎn)、服務(wù)和管理等各個(gè)環(huán)節(jié)，對(duì)高職教育加強(qiáng)職業(yè)技能和信息技術(shù)應(yīng)用能力培養(yǎng)提出了更高要求。
2013年，廣西貧困人口仍有634萬(wàn)人，貧困發(fā)生率14.9%，超出全國(guó)平均水平6.4個(gè)百分點(diǎn)，貧困人口規(guī)模較大。要增強(qiáng)群眾脫貧致富能力，一個(gè)重要的途徑就是加強(qiáng)高職教育信息化職業(yè)培訓(xùn)平臺(tái)建設(shè)，將優(yōu)質(zhì)數(shù)字化教學(xué)資源快速便捷地向農(nóng)村和邊遠(yuǎn)地區(qū)傳遞，實(shí)現(xiàn)優(yōu)質(zhì)教學(xué)資源共享，在較短的時(shí)間內(nèi)以較低的成本加強(qiáng)進(jìn)城務(wù)工農(nóng)民、在鄉(xiāng)務(wù)農(nóng)青年的職業(yè)技能和農(nóng)業(yè)實(shí)用技術(shù)培訓(xùn)，培養(yǎng)大批新產(chǎn)業(yè)工人、新型農(nóng)民和職業(yè)農(nóng)民。
2.構(gòu)建廣西現(xiàn)代職業(yè)教育體系的需要。教育部2012年公布的第一批教育信息化試點(diǎn)單位中，廣西雖然有柳州職業(yè)技術(shù)學(xué)院等4所院校入選“職業(yè)院校信息化試點(diǎn)單位”，但以廣西教育主管部門(mén)為主辦單位的“省級(jí)教育資源及管理服務(wù)平臺(tái)建設(shè)與應(yīng)用探索”項(xiàng)目，由于沒(méi)有開(kāi)展實(shí)質(zhì)工作，成為不被列為專(zhuān)項(xiàng)試點(diǎn)信息化試點(diǎn)單位的3個(gè)省份之一。一直以來(lái)，廣西高職教育信息化水平不高，缺乏規(guī)劃和措施，與發(fā)展現(xiàn)代職業(yè)教育、構(gòu)建現(xiàn)代職業(yè)教育體系的要求不相適應(yīng)。當(dāng)前，廣西步入構(gòu)建現(xiàn)代職業(yè)教育體系的關(guān)鍵時(shí)期。2014年1月召開(kāi)的廣西教育發(fā)展大會(huì)提出“要實(shí)現(xiàn)‘兩個(gè)建成’目標(biāo)，必須把振興廣西教育擺在更加突出的優(yōu)先位置”，部署實(shí)施了包括“現(xiàn)代職業(yè)教育發(fā)展工程”在內(nèi)的教育發(fā)展工程。全國(guó)職業(yè)教育工作會(huì)議召開(kāi)后，廣西率先召開(kāi)了全區(qū)職業(yè)教育工作會(huì)議，印發(fā)了《廣西壯族自治區(qū)人民政府關(guān)于貫徹〈國(guó)務(wù)院關(guān)于加快發(fā)展現(xiàn)代職業(yè)教育的決定〉的實(shí)施意見(jiàn)》（桂政發(fā)[2014]43號(hào)），把“職業(yè)教育信息化建設(shè)工程”列為現(xiàn)代職業(yè)教育發(fā)展十大重點(diǎn)工程之一。因而，以信息化作為重要切入點(diǎn)和突破口，發(fā)揮信息技術(shù)在產(chǎn)教融合、中職高職銜接、職教普教溝通、增強(qiáng)活力、提高質(zhì)量、服務(wù)終身學(xué)習(xí)和服務(wù)經(jīng)濟(jì)社會(huì)發(fā)展等方面的重要支撐作用，引領(lǐng)高職教育改革和發(fā)展，是創(chuàng)新發(fā)展廣西高等職業(yè)教育的重要支撐，也是構(gòu)建廣西現(xiàn)代職業(yè)教育體系的迫切需要。
3.提高技術(shù)技能人才培養(yǎng)質(zhì)量的需要。近年來(lái)，廣西高職教育通過(guò)職教攻堅(jiān)和國(guó)家民族地區(qū)職業(yè)教育綜合改革試驗(yàn)區(qū)建設(shè)，取得了明顯成就，在全國(guó)高職教育中具有廣泛影響。但信息化建設(shè)相對(duì)滯后，從目前廣西高職院校實(shí)際情況來(lái)看，還沒(méi)有真正發(fā)揮引領(lǐng)教育教學(xué)變革和促進(jìn)人才培養(yǎng)質(zhì)量提高的重要作用，主要表現(xiàn)為：對(duì)信息化重要性認(rèn)識(shí)不足，信息化政策環(huán)境與體制機(jī)制尚未形成，優(yōu)質(zhì)數(shù)字化教學(xué)資源非常匱乏，信息化共建共享與服務(wù)平臺(tái)尚未形成，教師信息技術(shù)應(yīng)用能力有待提高等。“信息貧乏”“信息鴻溝”已成為阻礙人才培養(yǎng)質(zhì)量提高的一個(gè)重要因素，特別是在改革人才培養(yǎng)模式、創(chuàng)新教學(xué)內(nèi)容、優(yōu)化教學(xué)過(guò)程等實(shí)踐教學(xué)方面，缺乏與信息技術(shù)的深度融合，不能滿(mǎn)足多元化教學(xué)和個(gè)性化學(xué)習(xí)，以及強(qiáng)化動(dòng)手能力培養(yǎng)的需要。信息化不只是一種技術(shù)工具和手段，更重要的目的在于通過(guò)在教育教學(xué)各個(gè)領(lǐng)域全面深入地應(yīng)用現(xiàn)代信息技術(shù)，促進(jìn)職業(yè)教育的創(chuàng)新和變革，探索一種全新的培養(yǎng)方式和教學(xué)模式，使學(xué)生具有較強(qiáng)的職業(yè)技能和信息技術(shù)應(yīng)用能力，適應(yīng)信息化社會(huì)發(fā)展的需要。加強(qiáng)高職院校信息化建設(shè)，不僅是打造廣西高職教育升級(jí)版的必然選擇，也是提高技術(shù)技能人才培養(yǎng)質(zhì)量的迫切要求。
三、廣西高職院校加強(qiáng)信息化建設(shè)的戰(zhàn)略與策略
高職院校是加快發(fā)展現(xiàn)代職業(yè)教育的實(shí)踐者，是構(gòu)建現(xiàn)代職業(yè)教育體系的主體力量，擔(dān)負(fù)著為“中國(guó)制造”走向“優(yōu)質(zhì)制造”和“精品制造”培養(yǎng)高素質(zhì)技術(shù)技能人才的重要使命。廣西高職院校只有站在時(shí)代潮頭，不斷深化改革創(chuàng)新，提高技術(shù)技能人才培養(yǎng)質(zhì)量，才能引領(lǐng)區(qū)域職業(yè)教育改革和發(fā)展，承擔(dān)起高職教育的職責(zé)和使命。當(dāng)前，是職業(yè)教育發(fā)展的又一個(gè)春天，是廣西高職院校深化改革創(chuàng)新、加強(qiáng)信息化建設(shè)的重要?dú)v史機(jī)遇期，必須緊緊抓住，有所作為。
1.制定信息化發(fā)展戰(zhàn)略。建議廣西教育主管部門(mén)重視高職教育信息化頂層設(shè)計(jì)，編制高職教育信息化發(fā)展總體規(guī)劃，加強(qiáng)統(tǒng)籌規(guī)劃和分類(lèi)指導(dǎo)。高職院校要根據(jù)區(qū)域特點(diǎn)和學(xué)校實(shí)際，做好與國(guó)家、區(qū)域現(xiàn)代職業(yè)教育體系建設(shè)規(guī)劃等有關(guān)信息化建設(shè)的目標(biāo)、任務(wù)和內(nèi)容相銜接，制定具有全局性、戰(zhàn)略性、建設(shè)性、可行性的信息化發(fā)展戰(zhàn)略。要進(jìn)一步厘清高職院校信息化發(fā)展的思路，以培養(yǎng)高素質(zhì)技術(shù)技能人才為目標(biāo)，以更新高職教育理念為先導(dǎo)，以建設(shè)信息化環(huán)境和條件為基礎(chǔ)，以加強(qiáng)信息化體系建設(shè)為核心，以創(chuàng)新教學(xué)模式、學(xué)習(xí)方式和管理模式為突破口，以健全信息化體制機(jī)制為保障，確立信息化建設(shè)的目標(biāo)任務(wù)，列入學(xué)校中長(zhǎng)期發(fā)展的階段性?shī)^斗目標(biāo)，列入學(xué)校“十三五”發(fā)展規(guī)劃，列入學(xué)校年度工作計(jì)劃，作為學(xué)校改革與發(fā)展的重點(diǎn)任務(wù)，認(rèn)真組織實(shí)施。
2.建立信息化工作機(jī)制。建立和完善科學(xué)、開(kāi)放、高效的信息化工作機(jī)制，是高職院校信息化健康和可持續(xù)發(fā)展的根本保障。對(duì)高職院校來(lái)說(shuō)，信息化建設(shè)是一項(xiàng)全新的系統(tǒng)工程，涉及面廣，影響因素多，需要統(tǒng)籌考慮組織領(lǐng)導(dǎo)、部門(mén)協(xié)同、制度配套、技術(shù)服務(wù)等多方面的問(wèn)題。第一，加強(qiáng)組織領(lǐng)導(dǎo)。高職院校要成立以學(xué)校領(lǐng)導(dǎo)為組長(zhǎng)的信息化建設(shè)工作領(lǐng)導(dǎo)小組，全面加強(qiáng)信息化建設(shè)的統(tǒng)籌、指導(dǎo)和協(xié)調(diào)，明確分工，落實(shí)責(zé)任;成立信息化建設(shè)辦公室，負(fù)責(zé)具體工作的實(shí)施開(kāi)展。第二，推進(jìn)部門(mén)協(xié)同。信息化建設(shè)涉及行政管理、教學(xué)管理、學(xué)生管理、后勤管理以及各系部等多個(gè)部門(mén)，需要加強(qiáng)統(tǒng)籌，協(xié)作推進(jìn)，形成合力。第三，建立激勵(lì)機(jī)制。建立信息化建設(shè)獎(jiǎng)懲激勵(lì)制度，支持開(kāi)展信息化教學(xué)改革和科學(xué)研究，鼓勵(lì)企業(yè)和社會(huì)積極參與信息化建設(shè)，調(diào)動(dòng)各方參與的主動(dòng)性和積極性，形成信息化建設(shè)良性發(fā)展的環(huán)境和氛圍。第四，做好技術(shù)服務(wù)。在信息化建設(shè)辦公室下成立信息技術(shù)服務(wù)中心，負(fù)責(zé)信息化運(yùn)行服務(wù)和技術(shù)支持服務(wù);建立網(wǎng)絡(luò)及信息資源安全管理規(guī)范，確保教育、教學(xué)、管理和服務(wù)等信息系統(tǒng)安全;建立信息化建設(shè)質(zhì)量標(biāo)準(zhǔn)，確保數(shù)字化教學(xué)資源、軟硬件資源、教學(xué)管理信息資源等各方面內(nèi)容的標(biāo)準(zhǔn)化和規(guī)范化。
3.加強(qiáng)信息化基礎(chǔ)能力建設(shè)。信息化基礎(chǔ)能力建設(shè)是廣西構(gòu)建現(xiàn)代職業(yè)教育體系的重要基礎(chǔ)，也是高職院校加強(qiáng)信息化建設(shè)的重要前提。高職院校要加強(qiáng)信息化基礎(chǔ)設(shè)施建設(shè)，完善校園網(wǎng)絡(luò)設(shè)施，建設(shè)電子閱覽室、多媒體教室、計(jì)算機(jī)教室、數(shù)字技能實(shí)訓(xùn)室和仿真實(shí)訓(xùn)室等信息化教學(xué)設(shè)施，提升信息技術(shù)裝備水平。推進(jìn)高職院校“寬帶網(wǎng)絡(luò)處處通、優(yōu)質(zhì)資源班班通、網(wǎng)絡(luò)學(xué)習(xí)空間人人通”，把信息化資源基本普及到日常教學(xué)、學(xué)習(xí)、服務(wù)和管理等多個(gè)層面。實(shí)現(xiàn)校園網(wǎng)絡(luò)與中國(guó)高職高專(zhuān)教育網(wǎng)、中國(guó)職業(yè)技術(shù)教育網(wǎng)、廣西教育廳網(wǎng)等區(qū)域網(wǎng)和廣域網(wǎng)相連接，保障具有較好的上網(wǎng)和運(yùn)行環(huán)境。保障建設(shè)經(jīng)費(fèi)投入，鼓勵(lì)行業(yè)企業(yè)和社會(huì)力量參與，形成多元化多渠道籌措經(jīng)費(fèi)的投入保障機(jī)制。
2.nike(耐克)：just do it.
3.engineered to move the human spirit.(mercedes-benz) 人類(lèi)精神的動(dòng)力。(梅塞德斯-奔馳)
4.start ahead.(rejoice) 成功之路，從頭開(kāi)始。(飄柔)
5.a diamond lasts forever.(de bierres) 鉆石恒久遠(yuǎn)，一顆永流傳。(第比爾斯)
6.fresh-up with seven-up.(seven-up) 提神醒腦，喝七喜。(七喜)
7.intel inside.(intel pentium) 給電腦一顆奔騰的“芯”。(英特爾 奔騰)
8.connecting people.(nokia) 科技以人為本。(諾基亞)
9.for the road ahead.(honda) 康莊大道。(本田)
10.let us make things better.(philips) 讓我們做的更好。(飛利浦)
11.enjoy coca-cola.(coca-cola) 請(qǐng)喝可口可樂(lè)。(可口可樂(lè))
12.generation next.(pepsi) 新的一代。(百事) ask for more 渴望無(wú)限——也創(chuàng)意無(wú)限。
13.the relentless pursuit of perfection.(lexus) 追求完美永無(wú)止境。(凌志汽車(chē))
14.communication unlimited.(motorola) 溝通無(wú)極限。(摩托羅拉)
15.feast your eyes.(pond’s cucumber eye treatment) 滋潤(rùn)心靈的窗戶(hù)。(龐氏眼貼片)
16.focus on life.(olympus) 瞄準(zhǔn)生活。(奧林巴斯)
17.behind that healthy smile,there ’s a crest kid.(crest toothpaste) 健康笑容來(lái)自佳潔士。(佳潔士牙膏)
18.good to the last drop. 滴滴香濃，意猶未盡。(麥斯威爾咖啡)
19.obey your thirst. 服從你的渴望。(雪碧)
20.the new digital era. 數(shù)碼新時(shí)代。(索尼影碟機(jī))
21.we lead. others copy. 我們領(lǐng)先，他人仿效。(理光復(fù)印機(jī))
22.impossible made possible. 使不可能變?yōu)榭赡堋?佳能打印機(jī))
23.take time to indulge. 盡情享受吧!(雀巢冰激凌)
24.poetry in motion, dancing close to me. 動(dòng)態(tài)的詩(shī)，向我舞近。(豐田汽車(chē))
25.come to where the flavour is. marlboro country.光臨風(fēng)韻之境——萬(wàn)寶路世界。(萬(wàn)寶路香煙)
26.to me, the past is black and white， but the future is always color.....對(duì)我而言，過(guò)去平淡無(wú)奇;而未來(lái)，卻多姿多彩(軒尼詩(shī)酒)
27.just do it. 只管去做。(耐克運(yùn)動(dòng)鞋)
28.ask for more. 渴望無(wú)限。(百事流行鞋)
29.the taste is great. 味道好極了。(雀巢咖啡)
30.feel the new space. 感受新境界。(三星電子)
31.intelligence everywhere. 智慧演繹，無(wú)處不在。(摩托羅拉手機(jī))
32.the choice of a new generation. 新一代的選擇。(百事可樂(lè))
33.we integrate, you communicate. 我們集大成，您超越自我。(三菱電工) 34.take toshiba, take the world. 擁有東芝，擁有世界。(東芝電子)
35.no business too small, no problem too big. ....沒(méi)有不做的小生意，沒(méi)有解決不了的大問(wèn)題。 (ibm公司)
36.sumsung digital(三星數(shù)碼)：everyone's invited 三星數(shù)字世界歡迎你——親切，已經(jīng)夠了吧。
37.hsbc(匯豐銀行)：the world's local bank 環(huán)球理財(cái)，當(dāng)?shù)刂腔?mdash;—你只能相信他了。
38.carsberg(嘉士伯)：probably the best beer in the world可能是世界上最好的啤酒——有實(shí)力所以有魅力。
39.mcdonald's(麥當(dāng)勞)：every time a good time 更多歡笑更多歡樂(lè)就在麥當(dāng)勞——麥當(dāng)勞文化的最佳詮釋。
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關(guān)鍵詞：廣告；雙關(guān)語(yǔ)；語(yǔ)用原則；語(yǔ)用功能
中圖分類(lèi)號(hào)：H05 文獻(xiàn)標(biāo)識(shí)碼：A 文章編號(hào)：1005—5312（2012）27—0120—01
在現(xiàn)代社會(huì)中，廣告日漸成為生活中不可缺少的組成部分，我們中的每個(gè)人都或多或少地受到它的影響。廣告以其優(yōu)美獨(dú)到的用詞，洗練而內(nèi)涵豐富的句法，尤其是其變化多端的修辭給人留下了深刻印象。在眾多修辭手法中，其中最受歡迎，并且引起廣大學(xué)者與研究者注意的就是雙關(guān)。雙關(guān)所具有的易讀性、智慧、幽默感等特征，不僅滿(mǎn)足了廣告的某些特點(diǎn)和要求，而且使廣告更加簡(jiǎn)潔、生動(dòng)，并能帶給人無(wú)限的聯(lián)想和想象，以此來(lái)激發(fā)人們的購(gòu)買(mǎi)欲望。本文主要就廣告中雙關(guān)語(yǔ)的語(yǔ)用功能和雙關(guān)語(yǔ)的運(yùn)用展開(kāi)討論。
一、英語(yǔ)廣告中雙關(guān)的種類(lèi)
（一）一詞多義的語(yǔ)義雙關(guān)
一詞多義的語(yǔ)義雙關(guān)是利用某個(gè)詞語(yǔ)的多義性在特定環(huán)境下形成的雙關(guān)，即一個(gè)詞語(yǔ)同時(shí)關(guān)顧著兩種不同的意義，言在此而意在彼，從而造成一種委婉含蓄、耐人尋味的意境，增強(qiáng)了語(yǔ)言的表達(dá)效果。例如：Fresh up with 7—up.譯文：君飲七喜，提神醒腦。7—up是美國(guó)的七喜汽水。該廣告一語(yǔ)雙關(guān)，既強(qiáng)調(diào)了七喜這一品牌，又委婉含蓄地向讀者傳達(dá)了該汽水提神醒腦的作用。語(yǔ)意深刻，發(fā)人深省。
（二）同音異義的語(yǔ)義雙關(guān)
同音異義是指意思不同的單詞具有相同的形式，也就是說(shuō)不同的單詞在發(fā)音或拼寫(xiě)方面是相同的，或者在兩方面都相同。例如：Try our sweet corn. You smile from ear to ear.這是一則甜玉米的廣告。短語(yǔ)“from ear to ear”本意是笑得合不攏嘴的意思。該短語(yǔ)中的“ear”本意是耳朵的意思，但它還可表示“玉米穗”。這兩個(gè)意思不同的單詞卻具有相同的形式。這也賦予了“smile from ear to ear”這一短語(yǔ)雙重意思“ 你一嘗就會(huì)吃一穗又一穗，高興得合不攏嘴。”
（三）仿擬雙關(guān)
仿擬雙關(guān)是根據(jù)表達(dá)的需要在形式結(jié)構(gòu)上仿擬著名警句、諺語(yǔ)等。例如：Where there is away， there is a Toyota.譯文是豐田汽車(chē)品質(zhì)卓越，廣為人愛(ài)。“Where there is a will， there is a way”，這是一名言警句。而該廣告的制作商巧妙地借用了該名言，能夠很容易地吸引消費(fèi)者的目光，達(dá)到了宣傳該商品的目的。
二、合作原則及語(yǔ)用原則的違背
合作原則（Principle of Cooperation）是美國(guó)哲學(xué)家格賴(lài)斯（Grice）在上世紀(jì)60年代后期首次提出的。他認(rèn)為在所有的語(yǔ)言交際中，說(shuō)話(huà)人與聽(tīng)話(huà)人都有一種默契和合作，使整個(gè)交談過(guò)程所說(shuō)的話(huà)符合交談的目標(biāo)和方向。這是一條根本原則，具體體現(xiàn)為四條準(zhǔn)則：數(shù)量準(zhǔn)則、質(zhì)量準(zhǔn)則、關(guān)系準(zhǔn)則和方式準(zhǔn)則。其中方式準(zhǔn)則要求說(shuō)話(huà)者的語(yǔ)言必須簡(jiǎn)潔，不能有任何模棱兩可的地方，避免晦澀和歧義。然而，在某些場(chǎng)合，比如廣告中，說(shuō)話(huà)人也可以違反以上原則，其目的是引起讀者好奇，激起他們的購(gòu)買(mǎi)欲望。例如：From sharp minds. Come sharp products.這是夏普復(fù)印機(jī)的一則廣告。該廣告中 “sharp”有雙重含義，既可指夏普產(chǎn)品，又可指消費(fèi)者的聰明、智慧。雖然違反了方式準(zhǔn)則，但該廣告還是達(dá)到了宣傳的目的。觀眾競(jìng)相購(gòu)買(mǎi)并使用這種產(chǎn)品以顯示他們的智慧。
三、廣告中雙關(guān)語(yǔ)的語(yǔ)用功能
（一）滿(mǎn)足人們對(duì)美的要求
廣告中的雙關(guān)、生動(dòng)、機(jī)智、幽默，使句子看起來(lái)整齊并富有美感，能讓人們感受到語(yǔ)言的美的形態(tài)，欣賞到語(yǔ)言的藝術(shù)美。例如：Give your hair a touch of spring. “spring”在這里是“彈性”的意思。該廣告暗示，用過(guò)該洗發(fā)水后，你的秀發(fā)會(huì)富有彈性和光澤。
（二）滿(mǎn)足了社會(huì)的需求
生活節(jié)奏日益加快的現(xiàn)代社會(huì)，人們?nèi)遮叿泵Α４罅康膹V告鋪天蓋地，競(jìng)爭(zhēng)日趨激烈。因此只有那些簡(jiǎn)短易記，又具經(jīng)濟(jì)性的廣告才能提供他們需要的信息，吸引人們的眼球。而雙關(guān)能用較少的文字表達(dá)充分的信息，這就符合了經(jīng)濟(jì)性的原則。例如：Less bread， no jam.這是倫敦地鐵的一則廣告。“bread” “jam”最直觀的理解是食物。但聯(lián)想到俚語(yǔ)，我們便知“bread”表示“money”，而“jam”則可以理解為“traffic jam”，因此這則廣告可理解為If you travel by London Transport， it will cost you less and you will not suffer in the traffic jam.該廣告只有四個(gè)單詞，但卻向人們傳達(dá)出如此豐富的信息，真正符合了廣告雙關(guān)經(jīng)濟(jì)性的原則。廣告是商家推銷(xiāo)自己產(chǎn)品的一種有效的方式。雙關(guān)這種修辭手法的運(yùn)用能使商家們輕松達(dá)到推銷(xiāo)自己產(chǎn)品的目的。所以只有了解了雙關(guān)的語(yǔ)用分析、類(lèi)型及功能，才能正確運(yùn)用這種修辭手法使廣告更加賞心悅目且實(shí)用。