从“会话原则”和语境理论的视角来谈论广告语

随着大众媒介的不断普及,广告在现代社会中所起的作用日趋重要。广告语言因独具一格的特色吸引了人们的关注。本文从语用学的角度分析广告,将广告看作是广告主与受众者交际的过程,而不是一种孤立、静态的产物。在交际活动中,作为广告的发出者,广告主传递信息;作为信息的接受者,潜在的消费者在接受信息的过程中,应该对广告语言进行分析,从而越过广告的字面意义而获得蕴含的会话含义。本文从格莱斯的＂会话原则＂和语境理论的角度来谈论广告语。

On Advertising Language from the Perspective of Cooperative Principle and context theory

With the widely application of the mass media, advertisement is playing an important point day after day in modern world, The advertising language,which takes on distinguishing features of language, attracts more and more people＇s attention. This paper is the study of advertisement from the perspective of pragmatics. It regards advertisement as a communication rather than a static product. It argues that the advertiser,as an addresser, conveys certain information in coranmnication. While the potential consumer, as an addressee, should analyze the information and go beyond the literal meaning of the advertisement, then obtain the communicational implicature in certain context. In this paper, we will tell about the advertisement from the perspective of Grice＇s ＂Cooperative Principle＂ and context theory in linguistics.