谈广告用语的两个原则

On the Two Principles of the Advertising Language

广告因其特殊的目的性而必须讲究语言策略,遵循或者违反合作原则与礼貌原则都是广告所采用的不同策略。但广告的策略也不乏失败的案例,通过实例分析广告用语遵循或违反合作原则与礼貌原则后产生的正负面效果具有现实意义。

Whether the ad producer creates the advertisement in accordance with C.P. and P.P. or not, he aims at achieving good advertising effect by using language diplomatically. However, inappropriate application of pragmatic strategies in advertising may result in publicizing failures. The analysis of the potential positive/negative effect of advertising language when it follows/violates C. P./P. P. is of practical significance.