广告语篇中第二人称代词的功能

The Functions of the Second Person Pronouns in Advertising

第二人称代词虽然是形式相对比较简单的一种词类,但在广告语篇中使用频率非常高且功能十分重要。广告中的"you"不仅具有语篇的人称照应功能,而且还是一种礼貌标记,同时也具有人际功能。它是一种加强受话者参与的修辞手段,创造出亲密友好的关系,从而达到更好地传递说话者预期的语用蕴涵的效果。

Though the second person pronoun is the kind of words that is quite simple in form, it is frequently used in advertising and plays an important role. In advertising, ＂you＂ not only has the referential function in discourse, but also serves as a politeness marker. Besides, it has the interpersonal function. It is a rhetorical device for promoting addressee ＇ s participation and creating an intimate and friendly relationship to better transfer the implication of the addresser as expected.