中国酒类中英文广告文案语用策略与语境分析

Analysis on the Context and Pragmatic Strategies in Advertising Copies of Chinese Liquor

广告文案包含了广告的全部语言文字信息，不仅对广告效果有关键的、直接的作用，其文案写作方式也会直接影响目标消费者对广告信息的接受度和记忆度。通过分析中国酒类广告针对国内与国外市场体现在文案写作中的语境创设及互文性、关联和预设语用策略的运用，广告从业者从中可借鉴如何更好地完成此类文案的写作使其更有效地服务于企业营销策略下的预期广告活动。

An advertising copy contains all advertising language in it. It not only is the key for advertising effectiveness, direct effect, but also directly affects the target consumers＇ acceptance and memory of advertising information. Through analyzing Chinese liquor advertising for domestic and foreign markets based on context, and on presupposition, relevance and intertextuality pragmatic strategies, advertising practitioners should learn from how to accomplish such copy writing to make it more effectively serve the enterprise＇s marketing strategy under the expected advertising campaign.