跨文化语用学视角下的英汉广告语言研究  

Research into English and Chinese Advertising Language from the Perspective of Cross-cultural Pragmatics

作　　者：杨永和[1] 唐德根[2] 

机构地区：[1]湖南工程学院外国语学院,湖南湘潭411104 [2]湘潭大学外国语学院,湖南湘潭411104

出　　处：《牡丹江师范学院学报（社会科学版）》2010年第2期79-82,共4页Journal of Mudanjiang Normal University(Social Sciences Edition)

基　　金：湖南省教育厅资助项目(105C585)

摘　　要：广告语言是语言使用中最活泼、最具影响力的东西,语用学是研究人们理解语言、使用语言的一门学问。本文从跨文化语用学的视角,在言语行为的语用研究、社交-文化的语用研究、对比语用研究及语际语言的语用研究等四个方面对广告语言进行研究,以期提高生产厂商、广告商乃至广告受众的语用能力,推动广告语言的健康发展。Advertising language is the most active and influential part in langalage use while pragmatics is the study of how people understand and use language. The application of pragmatics theory to advertising language is a combination of theory and language facts. Starting from the perspective of cross-cultural pragmatics, this paper has done research into advertising language from such aspects as speech act pragmatics, social-cuhural pragmatics, c0ntrastive pragmatics and interlanguage pragmatics so as to improve the pragmatic competence of the audiences, promote the healthy development of advertising language, and serve the social economy.

关 键 词：跨文化语用学 广告语言 言语行为 社交-文化 对比 语际语言 语用研究 

分 类 号：H314[语言文字—英语]