商务广告语言的情感语用特色

The Language of Advertising and Its Emotional Pragmatic Effects

广告语言是以引起人们的注意,唤起人们的兴趣,激起人们的购买欲为目的,具有指示性(directive),提供信息(informative),询问(interrogative),表达主观的感情(expressive),唤起对方感情(evocative)以及行事(performative)等功能及特点。在语言交际中,尤其是在广告语言交际中,为了达到AIDMA(Attention,Interest,Desire,Memory,Action)的语用目的,情感语用特色尤为重要和普遍。本文旨在从情感角度(即警策性、情趣性、抒情性等)探讨广告语言的语用特色。

This essay is aiming at analysis the language of advertising and its emotional pragmatic effects. In the communication of language, es- pecially in the communication of the language of the advertising, the emotional pragmatic effects of the language are very important and popular in or- der to fulfill the pragmatic aim which is AIDMA （Attention, Interest, Desire, Memory, and Attention）. The paper has discussed the language of adver- tising and its emotional pragmatic effects through sampling and statistic analyzing some key English and Chinese newspapers and magazines.