商业广告中的不礼貌语用与企业身份构建分析——以“双十一”购物狂欢节电商营销广告为例

Analysis of the Impoliteness Pragmatic and Corporate Identity Construction in Commercial Advertising——Take "Double Eleven" Shopping Carnival Electricity Business Marketing Advertising as an Example

随着互联网时代消费形式的变革,电商企业的竞争也日渐激烈,广告在电商竞争中也扮演着十分重要的角色。该文从语用学的角度出发,对不礼貌现象和身份构建进行了文献回顾,后以我国"双十一"购物狂欢节电商营销广告为语料,结合语料讨论商业广告中的不礼貌言语及与身份构建的辩证关系,从而探讨商业广告对企业身份构建的影响,以期对商业广告用语不礼貌现象的研究提供一些启示和思考。

Commercial advertisements play a crucial role in the competition of e-business enterprises with the advance of the Internet technology and e-commerce reform. This paper defines the impoliteness and identity construction from the perspective of pragmatics. Then, the paper selects the e-business advertisements in the context of the shopping carnival in November 11, in order to discuss the impoliteness in the advertisements under the construction of powerful identity, prominent identity and affective identity and analyze the influence of the identity construction of the enterprises.