摘要
委婉语是广告中常采用的一种文体。广告心理学研究表明,委婉语在广告行为中因其避讳、礼貌、美化和幽默的语用功能,可使广告获得简洁、得体和诙谐的语用效果,让受众容易记住并影响其购买行为,以达到广告的商业目的。
Euphemism is a common style in advertising.The advertising psychology indicates that with the euphemism＇s taboo,polite,beautification and humorous pragmatic functions in advertising,an advertisement may obtain concise,decent and witty pragmatic effect so that it can be easily remembered by the audience and make a good effect on their consumption.Thus,the commercial purpose can be achieved by using Euphemism in advertising.
出处
《湖州职业技术学院学报》
2011年第3期63-65,共3页
Journal of Huzhou Vocational and Technological College
关键词
英语广告
委婉语
语用功能
English advertisements
euphemism
pragmatic function
