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准确有效的广告语能达到宣传的效果,促进消费。语用学研究如何得体、有效的使用语言,其中言语行为理论、关联理论、语境理论等在广告语中有很好的体现。本文结合模因论,对选取的三则广告进行语用分析,探讨广告语的语用机制,为合理设计广告语,获得更好的广告效果提供借鉴。
Accurate and effective advertising slogan to achieve the effect of publicity and promote consumption. Pragmatic study how to use the language properly and effectively, of which speech act theory, relevance theory, context theory and so on in the advertising language has a good embodiment. Based on the memetics theory, the thesis analyzes the pragmatic mechanisms of the three advertisements and discusses the pragmatic mechanisms of the advertisements, which can provide reference for the rational design of advertising slogans and better advertising effectiveness.