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广告是厂家与顾客之间的交流方式,是一种言语行为。为了销售产品,厂家在要尽可能利用广告缩短与顾客之间(厂家与顾客应属于陌生人关系)的社会距离时,会使用广告语言这一具有面子威胁性质的途径,从而造成面子威胁行为。本文利用语用学原理,尤其是Brown和Levinson提出的面子威胁行为理论(FTA)和面子威胁行为的补救策略,分析商业广告如何施行礼貌策略来对广告本身产生的面子威胁行为进行补救,以达到与广告受众亲近的目的。
Advertising is a means of communication between manufacturers and customers, is a verbal act. To sell their products, manufacturers use advertising languages as a face-threatening avenue to reduce face-to-face threats when it is necessary to minimize their social distance from customers (manufacturers and customers should belong to strangers) by using advertising as much as possible. In this paper, we use the principles of pragmatics, especially Faced threat theory (FTA) and face-threatening behavior remedy proposed by Brown and Levinson, to analyze how commercial advertising practices politeness strategies to remedy the face threatening behavior of advertisements to achieve Close to advertising audience.