| 广告对抗的语用视角分析 |
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| 引用本文： | 聂玉景,蒋陆霞. 广告对抗的语用视角分析[J]. 河北理工大学学报(社会科学版), 2011, 11(5) |
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| 作者姓名： | 聂玉景 蒋陆霞 |
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| 作者单位： | 1. 南通大学外国语学院,江苏南通,226019
2. 中南东洲国际小学,江苏海门,226100 |
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| 摘 要： | 广告对抗是个典型的广告活动,目的是为了提升自己产品或服务的社会形象,让消费者更充分的了解产品或服务的信息;同时它也是个特殊的语言行为,充满语用含意。按照对抗目的的不同,可以将其分为对立性广告对抗和互彰性广告对抗,从语用学的视角来认识广告对抗,能有助于做好广告策划,在规避法律风险的同时增强产品或服务的受欢迎度。
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| 关 键 词： | 广告 对抗 语用分析 |
A Pragmatic Study on Advertising Antagonizing |
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| Abstract: | Advertising antagonizing,as a typical thing in advertisement,is widely employed to promote the product or service by demonstrating the information.At the same time,it is also a speech act which contains much pragmatic meaning.By its function it can fall into two categories like contradictory one and complementary one.Better understanding of it through the pragmatic aspect will contribute to initiative and successful advertising creation,help to avoid legal risks and make the product or service popular in the market. |
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| Keywords: | advertising antagonizing pragmatic study |
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