摘要
从语用的角度探讨和分析英语广告语言中的语境、预设、言语行为和会话含义,发现广告商往往将要传递的信息隐藏在广告语的预设中,通过预设来发布产品信息、推介产品。运用言语行为理论对广告语篇进行分析,可以更好地把握广告语篇的言语功能,促进人们对广告的理解和欣赏,从而达到广告促销产品的目的。
Through analyzing the context, presupposition, speech act and conversational implicature in the English advertisements from the pragmatic perspective, we find that advertisers usually conceal would-be publicizing information in the presupposition of ads expressions and that they propagandize and recommend the information of their products through presupposition. The application of Speech Act Theory to the analysis of advertisement context can help us better grasp the speech function of advertisement context, thus improving people＇s understanding and appreciation of the ads and realizing the goal of promotion.
出处
《宁波教育学院学报》
2009年第2期39-42,共4页
Journal of Ningbo Institute of Education
关键词
英语广告
语用分析
言语行为
会话含义
English advertisements
pragmatic analysis
speech act
conversational implicature
