广告语言中的语用失误及对策研究

Research into the Pragmatic Failuresin Advertising Language and Its Countermeasures

在言语交际中导致交际者本人未能取得圆满交际效果的差错统称为语用失误。作为现实生活中最普遍、最活跃、最具创新的一种语言表现手段,广告语言就是试图通过语言使用来影响人们行为的一种社会表现形式。本文从语用学的视角,在文化心理、面子威胁、洋化效果等方面研究广告语言中的语用失误,并探讨其对策。

Errors leading to the inability to achieve a sound effect in verbal communication are referred to as pragmatic failure. Advertising language, which serves as the most common, active and innovative way of language use in real life, has a great effect on people＇ s social behavior. Starting from the perspective of pragmatics, this paper has done research into the pragmatic failure in advertising language and its countermeasures from such aspects as cultural psychology, face - threatening and foreignization effect.