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随着商品经济的日益繁荣发展,广告在现代社会中的作用也越来越重要。广告语言因其独具一格的特色吸引了人们的注意,而女性广告语更是其中独具匠心的一类。本文从语用学的合作原则角度,并结合女性语言的特点,分析违背合作原则时女性广告语的话语蕴涵,进一步阐述女性广告语在推销商品方面的特别之处。
With the growing prosperity of the commodity economy, the role of advertising in modern society is becoming more and more important. Advertising language attracts people’s attention due to its unique characteristics, and the female advertisement is one of the most distinctive categories. From the perspective of the pragmatic principles of cooperation and the characteristics of the female language, this article analyzes the discourse implications of female advertising slips in violation of the principle of cooperation and further elaborates the special features of the female slogans in promoting the products.