国内广告语用学研究中的西方修辞  

Western Rhetoric Embodied in China's Pragmatic Studies on Advertisements

作　　者：秦亚勋[1] 杨雯琴[1] 

机构地区：[1]长安大学外国语学院,陕西西安710064

出　　处：《浙江外国语学院学报》2015年第3期14-19,共6页Journal of Zhejiang International Studies University

基　　金：中央高校基本科研业务费专项资金项目(310813153006)对本研究的资助

摘　　要：国内广告语用学研究已经取得不少阶段性成果。部分研究因种种原因将广告的生效错误地解读为受众自动实现自我说服的过程。这一误区在其他一些研究中则得到有效避免。事实上,多位语用学界重要学者均认识到广告在对受众进行说服的过程中所必然遭遇的抵制或阻抗,并主张将诉诸情感作为重要实现手段。对受众的有效"说服"以及受众在实际上遵循的"不合作原则"历来是西方修辞的基础观念设定。广告语用学研究的理论趋势与西方修辞相关核心思想的不期而遇,呼唤着两个学科"合作性竞争"局面的打开。Among the existing pragmatic studies on advertisements in China,some presuppose that ad-vertisements can induce automatic self-persuasion by the audience,a mistake that is fortunately put right by others . Quite a few influential scholars of pragmatics have realized the inevitable resistance from the audience as advertisements seek to persuade them and therefore called for the appeal to emotion as a countermeasure. Persuasion and Non-Cooperative Principle have long been the fundamental theoretical underpinnings of west-ern rhetoric. The unexpected affinity that shows up between the two disciplines points to a promising prospect of their respective disciplinary reconstruction by means of “cooperative competition”.

关 键 词：广告 语用学 西方修辞 说服 诉诸情感 

分 类 号：H030[语言文字—语言学]