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近年来,随着技术发展的日新月异和大众媒体的多样化,广告在人们日常生活中的影响日益普遍、深远。众多学者,尤其是语言学家,也追随着时代的潮流趋向,从不同的领域、角度对广告语言做了大量研究,而语用学正是这众多领域中颇受关注的一角。一些学者从中西文化差异的角度分析了广告英语的语用翻译,一些学者又致力于用言语行为、礼貌原则等分析广告。这篇文章从语用学合作原则的角度来分析广告英语——主要侧重于广告对合作原则的违反——分析这些原则是怎样影响广告语言和广告创作的,以期对广告创作有新的借鉴。
In recent years, with the rapid development of technology and the diversification of the mass media, the influence of advertisements in people’s daily life is increasingly widespread and far-reaching. Many scholars, especially linguists, have also followed the trend of the times and made a great deal of study on advertising language from different fields and angles. Pragmatics, on the other hand, has drawn much attention from many fields. Some scholars have analyzed the pragmatic translation of advertising English from the perspective of cultural differences between China and the West, and some scholars have devoted themselves to the analysis of advertisements using speech acts and politeness principles. This article analyzes Advertising English from the perspective of the pragmatic principles of cooperation - mainly focusing on the violation of the principle of cooperation in advertising - analyzes how these principles affect the creation of advertising language and advertising in order to provide a new reference for creative advertising.