摘要
语用预设是指说话人对言语语境所做的设想。利用Verschueren的顺应理论对广告中的语用预设进行分析,探索借助语用学理论对广告创作进行研究,有助于提高广告的效果。
As a kind of pragmatic strategy,pragmatic presumption is widely used in advertisement,and attracted many researchers.This paper is going to talk about the using of pragmatic presumption in advertisement at the stage of adaptation theory and trying to argue the possibility of creating advertisement in pragmatic theory＇s eye.
出处
《信阳农业高等专科学校学报》
2010年第2期88-89,共2页
Journal of Xinyang Agricultural College
关键词
顺应论
语用预设
广告
adaptation theory
pragmatic presumption
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