含蓄性在广告中的语用说服力  

Study on the Pragmatic Persuasion of Implicit language in Advertising

作　　者：徐瑞华[1] 刘丰[1] 

机构地区：[1]中国矿业大学外国语言文化学院,江苏徐州221008

出　　处：《江西广播电视大学学报》2006年第4期85-87,共3页Journal of Jiangxi Open University

摘　　要：广告实例中含蓄性的四个语言表征:歧义、模糊限制语、修辞和间接言语行为。广告中的含蓄性不但能委婉、礼貌地表达广告商的意图,有着强大的说服力,更能吸引顾客、刺激他们的消费欲望,从而增强产品的竞争力,起到事半功倍的效果。Through the analysis of some commercials, this paper illustrates the four linguistic representations of implicit language： ambiguity, hedges, figures of speech as well as indirect speech act. It points out that with strong persuasive power, implicit language can not only express the adman＂ s intention indirecdy and politely, but facilitate to attract the potential customers and arouse their consumption desire, which would lead to the promotion of the product＇ s competitiveness.

关 键 词：含蓄性 广告 语用 说服 

分 类 号：F713.8[经济管理—广告]