| 英语广告交际策略的语用分析 |
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| 引用本文： | 王海杰.英语广告交际策略的语用分析[J].西南交通大学学报(社会科学版),2006,7(1):54-57. |
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| 作者姓名： | 王海杰 |
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| 作者单位： | 嘉兴学院外国语学院,浙江,嘉兴,314001 |
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| 摘 要： | 合作原则和礼貌原则是交际的基本原则,二者存在进退相让的互补关系。从这一角度分析英语广告策略性地遵守或违反合作原则或礼貌原则,遵守或打破语言常规,以不同的语言方式传递信息,以迎合消费者的心理,能达到说服消费者购买广告产品的最佳效果。同时也能说明广告并非静态的、格式化的文体,而是动态交际的产物,是合作原则与礼貌原则和谐运用的结果。
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| 关 键 词： | 英语广告 合作原则 礼貌原则 交际策略 |
| 文章编号： | 1009-4474(2006)01-0054-04 |
| 修稿时间： | 2005年4月14日 |
A Pragmatic Analysis of the Communicative Strategy of English Advertisements |
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| WANG Hai-jie.A Pragmatic Analysis of the Communicative Strategy of English Advertisements[J].Journal of Southwest Jiaotong Universit(Social Science Edition),2006,7(1):54-57. |
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| Authors: | WANG Hai-jie |
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| Abstract: | Both Co-operative Principle(CP) and Politeness Principle(PP),the two basic(principles) in communication,have a kind of complementary relation between them.Based on the(theories,) the paper analyzes how English advertisement strategically observes or violates CP and PP,breaks down conventional and stereotyped language,and expresses the intentions of advertisers in (different) ways.The study also shows that advertisement is a dynamic communication rather than a static product and is produced by harmonious application of both CP and PP. |
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| Keywords: | English advertisement Co-operative Principle Politeness Principle communicative strategy |
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