语用原则在药品广告中的应用分析

Analysis of Pragmatic principles in drug advertising language

本文从广告语言的语用语境出发,以格赖斯的合作原则理论为依据,对药品广告进行语用分析。由于交际语境的特殊性,为了打动消费者,药品广告语言常常有意违背合作原则,本文将按其四条准则对此现象进行逐一探讨,指出这一语用策略可用钱冠连提出的“目的-意图”原则进行诠释,以期更深刻地认识药品广告语言特征。

This paper uses Cooperative Principle to analyze drug advertising language by examining its four maxims respectively to see how they are violated in drug advertisement. Goal-intention principle proposed by Qian will be applied to explain why the violation happens. It is hoped that this paper be useful to the standardization of drug advertising language.