快餐广告语的句法语用分析

An Analysis of Syntax and Pragmatics in Fast-Food Ad Slogans

摘要: 本研究以主流快餐品牌广告语为研究对象，通过定量与定性相结合的方法，系统分析快餐广告语在句法层面的应用特点：词类选择上偏好动词、形容词及代词的使用；句类上常使用祈使句与陈述句为主导，疑问句与感叹句为辅，形成多层交际模型；句式上常用否定疑问句、设问句等结构，实现预设引导与目的导向。并进一步分析了快餐广告语的语用价值，常通过重音、押韵等语音策略，借助对偶、引用及网络修辞变体等辞格来体现。最后总结了它在认知、行为与关系三个层面的实际应用，阐释了语言形式如何作为说服机制的载体，并为快餐广告语言研究提供了可操作的分析框架和理论支撑。

Abstract: This study focuses on the advertising slogans of mainstream fast-food brands. Employing a combination of quantitative and qualitative methods, it systematically analyzes the application characteristics of fast-food advertising language at the syntactic level. In terms of word class selection, there is a preference for the use of verbs, adjectives, and pronouns. Regarding sentence types, imperative and declarative sentences dominate, supplemented by interrogative and exclamatory sentences, forming a multi-layered communication model. Syntactically, structures such as negative interrogatives and rhetorical questions are commonly used to achieve presupposition guidance and goal orientation. The study further examines the pragmatic value of fast-food advertising language, which is often realized through phonetic strategies such as stress and rhyme, as well as rhetorical devices including antithesis, citation, and internet rhetoric variants. Finally, it summarizes its practical applications at the cognitive, behavioral, and relational levels, explaining how linguistic forms serve as carriers of persuasive mechanisms. The study also provides an operable analytical framework and theoretical support for research on fast-food advertising language.