语境控制语用策略在广告英语中的运用  

The Application of Contextual Control Pragmatical Strategies to Advertising English

作　　者：赵燕霞 郝玫[2] 

机构地区：[1]广播电影电视管理干部学院基础部,山西太原030013 [2]太原理工大学外国语学院,山西太原030024

出　　处：《太原理工大学学报（社会科学版）》2012年第6期60-63,共4页Journal of Taiyuan University of Technology(Social Science Edition)

摘　　要：语境是语用的基础,是交际成功的关键因素,语境控制语用策略在广告英语中运用广泛。文章从语用-社交-文化视角,结合大量的例证,阐明语境控制语用策略,如指示词语的有定与无定切换策略、语境语用歧义与语用模糊策略、语境叠加语用策略、语境设想语用策略、文化语境操纵语用策略等在广告英语中的运用。Context is the base of pragmatic use and the key factor of sucessful communication.Contextual control pragmatical strategies are widely used in advertising English.From the perspectives of pragmatic use,social communication and culture,based on plenty of illustrations,the paper clarifies the application of contextual control pragmatical strategies to advertising English in aspects of certainty and uncertainty of deictic expressions,contextual pragmatical ambiguity or vagueness strategies,overlapping contextual strategies,contextual assumption strategies and culture contextual control strategies.

关 键 词：语境控制语用策略 广告英语 运用 

分 类 号：H313[语言文字—英语]