| 从语用原则看广告预设 |
| |
| 引用本文： | 陈香.从语用原则看广告预设[J].湖南工业大学学报,2006,20(3). |
| |
| 作者姓名： | 陈香 |
| |
| 作者单位： | 广东海洋大学,外国语学院,广东,湛江,524088 |
| |
| 摘 要： | 以语用原则为切入点,研究预设在广告语言中的作用。根据广告的语义和语用特点以及广告主的目的和策略,将广告预设分为证实性预设、暗示性预设和对比性预设,认为预设在广告中的合理使用不仅符合广告宣传的实际需要,也体现了广告语言交际中应当遵循的经济原则、礼貌原则和顺应原则。
|
| 关 键 词： | 广告预设 经济原则 礼貌原则 顺应原则 |
Advertising Presupposition and Pragmatic Principles |
| |
| CHEN Xiang.Advertising Presupposition and Pragmatic Principles[J].Journal of Hnnnan University of Technology,2006,20(3). |
| |
| Authors: | CHEN Xiang |
| |
| Abstract: | The function of presupposition in advertising is studied from the perspective of pragmatic principles.Advertising presupposition is divided into three types-confirmative presupposition,suggestive presupposition and contrastive presupposition-in the light of the semantic and pragmatic characteristics of advertising language as well as the purposes and strategies of the advertiser.It is held that proper arrangement of presupposition in advertising language not only meets the need of promotion but also reflects the pragmatic principles observed in the language communication of advertising,such as economy principle,politeness principle and adaptability principle. |
| |
| Keywords: | advertising presupposition economy principle politeness principle adaptability principle |
| 本文献已被 CNKI 万方数据 等数据库收录！ |
|
