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广告交际是人类交际行为的一种。广告语言在交际中作为一种特殊的交际形式,无时无刻不在影响着消费者的消费行为,也集中体现了对会话合作原则的遵循与违背,由此产生出一般含意与特殊含意。本文将从语用学的角度来分析广告语言,立足于会话含意理论的基本概念,从格赖斯的“合作原则”出发,将广告宣传语中的会话含意与实例结合并进行分析,不仅可以使我们更好地了解语言本身,还可以为广告语的创作提供一定的理论依据,具有现实意义。
Advertising communication is a kind of human communication. Advertising language, as a special form of communication in communication, affects consumers’ consumption behavior all the time, and it also reflects the compliance and violation of the principle of dialogue cooperation, thus generating general meaning and special meaning. This article analyzes the advertising language from the perspective of pragmatics and based on the basic conception of conversational implicature theory. Based on Grice ’s “Cooperative Principle”, this article combines and analyzes the conversational implicature in the advertising language and its examples, Not only can we better understand the language itself, but also can provide a certain theoretical basis for the creation of slogans, with practical significance.