浅谈语用学理论在广告语中的应用

A Brief Introduction of the Application of Pragmatics Theory to Advertising Language

随着社会经济的发展和商品的丰富,广告已经进入了人们现实生活的各个领域:互联网、电视、广播、报纸、杂志,而广告语言也以其独特的魅力引起了人们的关注。文章从语言学的角度对广告语言进行分析,指出广告语言中存在的语用现象:言语行为理论、合作原则、间接性、关联理论,并对这些语用现象的作用进行阐述,同时也对利用语用学原理发挥广告语言的效果进行探讨。

As the development of the society and the enrichment of the commodities,the advertisement appears in every aspect of our lives： Internet,Television,Radio,Newspapers and Magazines.Advertisement attracts people＇s attention by its unique fascination.This paper analyzes the advertisement language from the perspective of linguistics,and shows the pragmatics phenomenon in advertisement language：Speech Act Theory,Cooperative Principle,Indirect and Relevance theory,and defines the function of those pragmatics phenomenons,and discusses the using of pragmatics theory in improving the effect of advertisement language.