目的-意图原则对电视广告的语用解释力

Pragmatic Accounting of TV Advertisements In Goal-Intention Principle

电视广告中不乏各种各样的隐蔽性交际。由于电视广告交际最为明显的特点是“单向交际”,因此,目的-意图原则对电视广告交际的语用探讨很有解释力,可运用到传递和推导电视广告语境延伸和电视广告效果中。

There are different ways of covert communication in TV advertisements. It is argued that the most obvious characteristic of TV advertisements is one-way communication. Therefore, the Goal- Intention Principle has the most explanatory power in the pragmatic study on the communication of TV advertisements. Goal-Intention Principle may be used in conveying and promoting the context extension of TV advertisements and their effects.