语篇功能视角下的否定结构广告研究

Study on Negative-Construction Advertisements from the Perspective of Discourse Functions

否定结构是语篇中的常见结构,它属于有标记范畴,一般预设其相对应肯定命题的存在,即否定结构具有标记性和预设性的语用特征。同时,否定结构能够使背景信息前景化和对信息流进行调整和修正,具有较强的语篇构建功能。从语篇功能的视角,通过分析丰富的否定结构广告实例发现,否定结构独特的语篇语用和语篇构建功能,是近年来否定结构广告倍受欢迎的重要原因。

Negative construction is often used in discourse. As a marked category, a negative construction very often presupposes its positive counterpart. In the information flow of discourse, negative constructions can be used to foreground background information and regulate information flow by correcting and repairing information. Through the exploration of negative-construction advertisements from the perspective of discourse functions with many examples, it shows that these special pragmatic features and discourse functions of negative constructions play an important role in making negative-construction advertisements popular these years.