礼貌原则视域下人称指示偏离的语用意义——化妆品广告语篇解读

A pragmatic study of personal reference departure from the perspective of Politeness Principle ——based on cosmetic advertisement texts

以人称语法层面与交际活动中对象指称层面的关系为基点,通过化妆品广告语篇这一载体,探讨隐于人称偏离背后的种种语用目的与意义,发现人称偏离对品牌商家产品广告语篇的解读具有特殊的意义,无论是彰显发话人权威还是拉近读者心理距离等,都是为了实现礼貌意义和化妆品广告的功能语旨,说服潜在消费者产生购买的意愿并付诸行动。

Based on the relationship between grammatical level of personal reference and denotation level of roles in communication, an exploration was made of various hidden pragmatic objectives through the departure phenomena of personal reference in cosmetic advertisement texts. It＇s revealed that personal reference departure contributes in a special way to the reading of cosmetic advertisement texts of brands, be it showing the authority of speakers or shortening the psychological distance between speakers and listeners or something else. All aims at the achievement of Politeness Purpose and the business purpose of cosmetic advertisements. In other words, all tries to persuade potential consumers to make the purchase of cosmetic products.