商业广告中隐性话语的语用研究

The Pragmatics of Implicit Discourse in Commercial Advertisements

本文从语用的角度探讨商业广告中的隐性话语。文章以语用学理论为指导,解释商业广告中隐性话语所表现出的关联性和可推导性、常规性与非常规性等语用特征,以及隐性话语的移情、唤醒、刺激等语用功能;揭示其隐含言语行为的本质;构建一种理解广告中隐性话语的"联想—补足"语用推理模式,以期为商业广告话语的研究和外语教师课堂话语教学与研究提供一种思路。

This paper discusses implicit discourse in commercial advertisements from a pragmatic perspective. It explains how implicit discourse manifests its pragmatic features such as relevance and calculability, conventionality and unconvention- ality, etc. and pragmatic functions such as empathizing, awakening and stimulating within the framework of pragmatic theories. It tries to reveal the essence behind the implicit speech act, the basis for the construction of a pragmatic model of＂association- complement＂ for understanding implicit discourse in commercial advertisements, and aims to provide a new way of research on commercial discourse and classroom discourse of foreign language teachers.