广告语中第一和第二人称代词的语用指示功能

作为一种实用性很强的语体,广告语是一种特殊的交际语.结合语用移情理论,以汉语广告语篇中第一和第二人称代词为研究对象,以各类广告为例,深入探讨广告语篇第一、二人称的语用指示功能.广告词中使用了许多人称代词,特别是第一和第二人称代词,目的是试图创造一种交互氛围,使潜在消费者在阅读广告时有一种亲切感,刺激潜在消费者的购买欲,以及增强广告的说服力.广告这一特殊的语篇决定了第一、第二人称代词在该语篇中的语用指示特征及其语用功能是和日常对话中所使用的人称代词的指示和功能有所不同的.

Pragmatic and deictic function of first and second person pronouns in advertisements

Owing to the essential role advertisements play in modern society,they have,to some extent,shaped our social life.As a very practical type of language,advertisement is a special kind of communicative language.Based on the theory of pragmatic empathy,the paper examines first and second person pronouns in various types of advertisements with a focus on their pragmatic and deictic functions.In advertisements,a lot of personal pronouns,mainly first and second person pronouns,are used to create an interactive at...