摘要
隐含是广告语篇中普遍使用的一种用于操纵广告受众以达到促销目的的语言策略。广告的隐含性是由其功能、情景和交际特点决定的,同时这种隐含性也决定了广告推理的语用向度。在评述Harris(1983,1999)广告推理研究的基础上,采用含意理论和关联理论作为分析框架,构建广告语篇推理的类型模式,并且用该模式进行实例分析。
Implicature is a widely- used linguistic strategy of manipulating readers of advertisements in order to achieve promotion of products. The implicitness is determined by the functions, contexts and characteristics of advertising communication. Also the implicimcss determines the pragraatic orientation of inferences in advertising texts. On the basis of a review of Harris＇s （1983; 1999） study of inferences in advertising, this paper attempts to construct a model of advertising- inferring types by adopting the theories of implicature and relevance, and to apply the model to some advertising text analysis.
出处
《湖南科技大学学报（社会科学版）》
2007年第1期94-99,共6页
Journal of Hunan University of Science and Technology(Social Science Edition)
基金
湖南省教育厅资助项目(06C324)
关键词
广告语篇
隐含
推理
advertising texts
implicature
inferences
