| 汉语广告的语用分析 |
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| 引用本文： | 杨珍.汉语广告的语用分析[J].中北大学学报(社会科学版),2008,24(5):68-70. |
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| 作者姓名： | 杨珍 |
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| 作者单位： | 中北大学,人文社会科学学院,山西,太原,030051;华澳商贸职业学院外语系,山西,晋中,030620 |
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| 摘 要： | 本文试以语用学的会话合作原则为理论依据,对一些违反质量准则、量的准则、关系准则、方式准则的汉语广告进行实例分析,来说明违反合作原则这一手段在广告中的作用和表现,进而促进人们对广告的理解和欣赏,指出广告语言在交际中集中体现了对会话合作原则的遵循与违背,由此产生出一般含义与特殊含义.
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| 关 键 词： | 汉语广告 语用分析 合作原则 |
Pragmatic Analysis of Chinese Advertisement |
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| YANG Zhen.Pragmatic Analysis of Chinese Advertisement[J].Journal of North China Institute of Technology(Social Sciences),2008,24(5):68-70. |
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| Authors: | YANG Zhen |
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| Institution: | YANG Zhen1,2(1.School of Humanities , Social Science,North University of China,Taiyuan 030051,China,2.Dept.of Foreign Language,College of China Australia Business,Jinzhong 030620,China) |
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| Abstract: | Based on the theory of cooperative principle of pragmatics,this paper analyzes ads violating cooperative principle to show that the function and representation of the method of violating cooperative principle in ads and further enhances people's perception and appreciation,indicates the language of ads closely reflects cooperative principle,that is,when it follows or violates it,it produces general meanings and special meanings. |
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| Keywords: | Chinese advertisement pragmatic analysis cooperative principle |
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