广告语言中的面子论研究

Research into the Face Theory in Advertising Language

面子论是礼貌的语用研究之一。人们在交际活动中的言语行为具备固有的威胁面子的性质。广告语言作为一种交际中的言语行为,对广告受众是否具有面子威胁?以中英文广告为例,探讨了广告语言威胁广告受众正面面子、负面面子的情况。

The face theory is a component of a pragmatic research into politeness.The speech act in people＇s communication possesses the property of face-threatening.Is advertising language,a kind of speech act in communication,threatening the face of the audience？Based on the examples of both Chinese and English advertisements,this paper has done research into the cases that advertising language threatens the audience＇s positive face and negative face.