广告语篇中否定结构的认知语用学解读

A Cognitive-pragmatic Analysis of Negation in Advertising Discourses

一般来讲,否定结构在语篇中出现的频率要远远低于肯定结构,但是越来越多的广告语篇却频频使用否定结构来宣传产品。从认知语用学的角度来看,广告语篇中的否定结构实际上是一种否认行为,它们利用认知上的元表征能力,顺应语言语境与交际语境而出现在语篇中,将消费者认知语境中的某些假设加以否认,使消费者消除这些假设,并产生有利于产品宣传的新的关联假设。否定结构可以使广告取得最佳关联的交际效果。

Generally,negation appears far less frequently in discourses than affirmation does,but nowadays it appears more and more frequently in advertising communication. Exploiting the cognitive ability of meta-representation,negation in advertisements adapts both to the linguistic context and to the communicative context. Negation can deny the negative assumptions existing in the consumers＇ cognitive environments about the commodity being promoted,and then persuade consumers to buy the commodity. Being optimally relevant,negation contributes to advertising communication.