食品包装说明中的否定结构探析

ANALYSIS ON THE NEGATIVE CONSTRUCTIONS IN FOOD PACKAGE DISCOURSE

食品包装说明属正式的书面广告语言,其否定结构带有显性否定标记。文章分析了其构式、语义和语用等方面的特点。否定结构形式复杂,表达"否定+命题"语义。食品包装中的否定不是为了否定而否定,而是否认或反驳相应的肯定命题,隐含了提醒、告诫、劝阻等意义。食品包装中的否定结构传达了商品正面信息,树立了产品正面形象,达到了正面的广告效应。

Food package discourse is formal written advertising discourse, and its negative constructions have dominant negative mark- ers. This paper focuses on the negative constructions in food package discourse, and analyses its syntactic form; semantic feature and pragmatic feature. The syntactic form of negative constructions in food package discourse is complicated, but its semantic feature is comparatively simple, which can be summarized into the formula of ＂negation ＋ proposition＂. The negative constructions in food pack- age discourse is not to negate for the sake of negation, but to presuppose its positive proposition, which conveys the meaning of warn- ing, suggestion and persuasion. The negative constructions in food package discourse express positive information of the commodity, foster a good and healthy company image and achieve a strong advertising effect.