| 广告祈使句的商讨性 |
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| 引用本文： | 周四瑗.广告祈使句的商讨性[J].重庆交通学院学报(社会科学版),2004,4(2):93-95. |
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| 作者姓名： | 周四瑗 |
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| 作者单位： | 湖南科技大学外语系 湖南湘潭411201 |
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| 摘 要： | 祈使句表达命令、要求、请求和劝告等意义。在广告语言中使用祈使句是一种威胁广告受众消极面子的行为,但是在广告中祈使句却大量存在。从语言的商讨性角度来讨论广告者选择祈使句式的语用原则和策略,指出广告者灵活运用听者礼貌模型和一定的用法策略,是广告祈使句在广告中取得成功的主要原因。
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| 关 键 词： | 祈使句 广告 商讨性 听者礼貌模型 |
| 文章编号： | 1009-9794(2004)02-0093-03 |
| 修稿时间： | 2003年9月8日 |
Negotiability of Imperative Sentences in Advertisements |
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| ZHOU Si-yuan.Negotiability of Imperative Sentences in Advertisements[J].Journal of Chongqing Jiaotong University(Social Sciences Edition),2004,4(2):93-95. |
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| Authors: | ZHOU Si-yuan |
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| Abstract: | Imperative sentences express the meanings of commands,requirements,requests and persuasions.Using imperative sentences in advertisements is seemingly an FTA to the audience whereas there exist a great many imperative sentences in them.Therefore the pragmatic principles and strategies employed by the advertisers in choosing imperative sentences among the others from the perspective of negotiability of language are discussed.The analysis reveals that the advertisers' flexible use of the listener-model of politeness and certain grammatical strategies are the main cause of imperative sentences achieving success in advertisements. |
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| Keywords: | imperative sentence face negotiability listener-model of politeness |
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