商业广告语言中的合作原则OA
On the Cooperative Principle in the Commercial Advertising Language
广告在现实生活中扮演的角色越来越重要,从语用学的角度来看,广告是一种具有劝说性的言语行为,其根本目的是宣传商品特点,树立品牌意识,说服消费者接受产品并最终实现购买行为.广告语言对合作原则的遵守可以便于消费者理解接受,更好地实现其推销产品的目的;而广告语言违反合作原则则会产生会话含义,从侧面吸引消费者,实现购买行为,达到其广告效果.
In the modern society, advertising plays an increasingly important role in daily life. Advertising is a special kind of communicative behavior. From a pragmatic point of view, advertising is a kind of persuasive speech act, and its fundamental purpose is to promote the product features, establish brand awareness, and per-suade consumers to accept products and purchase the commodity ultimately. The compliance of the cooperative principle in advertising langua…查看全部>>
杜璇
曲阜师范大学文学院,山东曲阜273165
语言文学
广告语言合作原则会话含义
advertising languagecooperative principleconversational implication
《六盘水师范学院学报》 2015 (6)
30-33,4
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