中英广告中的语用含糊及其功能分析

The Pragmatic Vagueness and Its Functional Analysis in Chinese and English Advertisements

本文探讨了中英广告语言中的语用含糊现象以及语用含糊在商品促销中的积极作用。文章运用Grice的合作原则理论,分析了语用含糊现象的本质和作用原理。通过对广告中语用含糊类型的分析以及语用含糊在商品宣传中所起作用的阐述,作者指出,语用含糊是一把双刃剑,只有恰当使用语用含糊,才能达到促销商品的目的。

The article discusses the phenomenon of pragmatic vagueness in Chinese and English advertisement language, and addresses its positive aspects in promoting commodities by applying the theory of cooperative principle by Grice. By analyzing the different patterns of pragmatic vagueness in Chinese and English advertisements as well as the elaboration of the function of pragmatic vagueness in commodity propaganda, the author points out that pragmatic vagueness is a double-edged sword. Only by appropriate usage of it can the aim of commodity promoting be perfectly realized.