在语言方面,现在各种广告业都认为语言只不过是一种资源,可以为任何经营目的而挪用、滥用、盗用、或改用。对待语言的这种态度来源于赢利目的,来源于作者不必署名,来源于广告业的庞大规模。我们无法想象德比郡的面包师为销售他的产品而推出“Bakewell tarts add life!” (“好吃来馅饼使你延年益寿!”)的口号,因为在一个小城镇里这种言过其实只能事与愿违。但是,这个口号作为可口可乐全球性倾销的自吹自擂,成为老生常谈而不知不觉地被人接受了。威廉·卡克斯顿运用新的印刷技术,制 On the linguistic front, the various advertising industries now regard language as merely a resource that can be misappropriated, misused, misappropriated, or diverted for any business purpose. This attitude toward the language comes from the profit-making purposes, from the authors do not have to sign, from the large-scale advertising. We can not imagine the slogan “Bakewell tarts add life!” (Derby to make your longevity!) In Derbyshire’s bakers for the sake of selling his products, because in a small town this kind of exaggeration can only be counterproductive . However, this slogan as Coca-Cola global dumping boast, as the cliche and unwittingly accepted. William Caxton uses new printing technology