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广告是一种特殊的文体,它吸收了文艺语体的某些特点,具有特殊的审美要求。广告语言还是一种特殊的语言交际形式,有创意的经典广告词因其独特的语言魅力而给人留下深刻而美好的印象,从而提高了产品的知名度,使商家达到增加效益的目的。广告效果的实现主要取决于广告词的经典与否,经典的广告词会充分发挥语言的艺术功能,生动再现语言的魅力。在广告如林的今天,为了使自己的广告别具一格,广告创作者常常运用一些修辞手法来增强广告语言的表达效果。本文从语用学的视角探讨广告词所应遵循的语用原则,来展示经典广告词的语用艺术魅力。
Advertising is a kind of special style, which absorbs some features of literary style and has special aesthetic requirements. Advertising language is also a special form of verbal communication. Creative classic ads give a profound and beautiful impression because of their unique language charm, which enhances the visibility of products and increase the profits for businesses. The realization of the advertising effect mainly depends on the classic or not of the advertisement, the classic advertisement will give full play to the artistic function of the language and vividly reproduce the charm of the language. In today’s advertisements, in order to make their own ads unique, advertisers often use some rhetorical techniques to enhance the expression of advertising language. This article discusses the pragmatic principles that advertisements should follow from the perspective of pragmatics to show the pragmatic charm of classic advertisements.