英语广告交际策略的语用分析

A Pragmatic Analysis of the Communicative Strategy of English Advertisements

合作原则和礼貌原则是交际的基本原则,二者存在进退相让的互补关系。从这一角度分析英语广告策略性地遵守或违反合作原则或礼貌原则,遵守或打破语言常规,以不同的语言方式传递信息,以迎合消费者的心理,能达到说服消费者购买广告产品的最佳效果。同时也能说明广告并非静态的、格式化的文体,而是动态交际的产物,是合作原则与礼貌原则和谐运用的结果。

Both Co-operative Principle （CP） and Politeness Principle （PP）, the two basic principles in communication, have a kind of complementary relation between them. Based on the different ways. The study also shows that advertisement is a dynamic communication rather than a static product and is produced bv harmonious application of both CP and PP.