文化语用学视野下的创意广告中文化行为的研究

A Research on Cultural Act in Original Advertising From a Perspective of Cultural Pragmatics

文化语用学是从跨文化语用学中派生出来的一个新的分支,其核心概念是文化行为。作为一种广告主、广告与广告受众之间常见的互动现象,本文旨在从文化语用学的视角出发探讨创意广告中文化行为的核心建构性规则(文化设定)和核心规范性规则(实现文化行为应采用的文化语用原则),从而为广告设计和广告解读提供更多语言学的理据。

Cultural pragmatics is a new branch deriving from cross-cultural pragmatics with cultural act as its key conception. As an ordinary interactive phenomenon between ad designers, ads and ad recipients, this paper intends to pursue the constitutive rules （cultural assumptions） and regulative rules （cultural pragmatic rules） of a cultural act in original advertising so as to add more linguistic theories to acl design and comprehension.