言后有为——星巴克特殊语言现象背后的经济学因素探析  

Economic Factors Contributing to Special Starbucks Language——A Case Study of Perlocutionary Act

作　　者：杨柳[1] 

机构地区：[1]浙江理工大学外国语学院,浙江杭州310018

出　　处：《山东外语教学》2012年第5期31-35,共5页Shandong Foreign Language Teaching

基　　金：国家社科基金项目"专门用途英语翻译的多维思考"(项目编号:08BYY008);浙江省语言文字科研项目"言语行为理论的哲学思考"(项目编号:ZY2011C58)成果之一

摘　　要：星巴克特殊的咖啡规格用语给消费者的交际过程带来诸多不便,因此饱受质疑。本文整合了该用语的发展过程,从语用角度借助"情景记忆"、"语义记忆"和"锚定"等跨学科理论揭示了该语言现象背后的经济学动因;并通过分析其进入中国市场的翻译策略,认为要透彻认识星巴克特殊语言现象的关键是了解其实施的"言后行为",牺牲言语交际的便捷及对翻译方法的取舍均以实现其经济范畴的目标为准则。The special language employed by the cafe tycoon Starbucks to describe sizes of coffee brings about a lot of troubles to the communicative process of consumers, for which many queries are raised. The paper takes it as a study case for perlocutionary act. From the pragmatic perspective, behavioral economics concepts, such as epi- sodic memory, semantic memory and anchoring effect, are referred to for exploring the economic motives behind this language phenomenon. Then by the introduction of the development of Starbucks language in China＇ s market, and based on the analysis of language strategies and translation strategies, the paper concludes that the soecial Starbucks language is a model of successful use of pragmatics principle for the realization of certain perlocutionary act. The sacrifice of convenience of communication and choice of translation methods are all determined by the economic motives, which clearly reveals the performative feature of language.

关 键 词：语用学 言后行为 星巴克语言现象 跨学科视角 经济学 

分 类 号：H030[语言文字—语言学]