| 隐含与推理——广告语篇研究 |
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| 引用本文： | 李桔元.隐含与推理——广告语篇研究[J].湖南科技大学学报(社会科学版),2007,10(1):94-99. |
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| 作者姓名： | 李桔元 |
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| 作者单位： | 湖南科技大学,外国语学院,湖南,湘潭,411201 |
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| 摘 要： | 隐含是广告语篇中普遍使用的一种用于操纵广告受众以达到促销目的的语言策略。广告的隐含性是由其功能、情景和交际特点决定的,同时这种隐含性也决定了广告推理的语用向度。在评述Harris(1983,1999)广告推理研究的基础上,采用含意理论和关联理论作为分析框架,构建广告语篇推理的类型模式,并且用该模式进行实例分析。
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| 关 键 词： | 广告语篇 隐含 推理 |
| 文章编号： | 1672-7835(2007)01-0094-06 |
| 修稿时间： | 2006年11月2日 |
Implicature and Inferences: A Study of Advertising Texts |
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| LI Ju-yuan.Implicature and Inferences: A Study of Advertising Texts[J].journal of hunan university of science&technology,2007,10(1):94-99. |
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| Authors: | LI Ju-yuan |
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| Abstract: | Implicature is a widely-used linguistic strategy of manipulating readers of advertisements in order to achieve promotion of products.The implicitness is determined by the functions,contexts and characteristics of advertising communication.Also the implicitness determines the pragmatic orientation of inferences in advertising texts.On the basis of a review of Harris's(1983;1999) study of inferences in advertising,this paper attempts to construct a model of advertising-inferring types by adopting the theories of implicature and relevance,and to apply the model to some advertising text analysis. |
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| Keywords: | advertising texts implicature inferences |
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