顺应理论视角下商业广告话语的语用预设解析  

An Adaptation Theory- based Analysis of Pragmatic Presupposition in Advertisement

作　　者：段洋洋[1] 白雪芳[1] 

机构地区：[1]阜阳师范学院信息工程学院,安徽阜阳236041

出　　处：《长春师范大学学报》2016年第3期107-109,共3页Journal of Changchun Normal University

基　　金：安徽省质量工程项目"基础英语教学团队"(2013jxtd113)

摘　　要：语用预设作为一种常见的语言现象和语用策略而广受关注。本文以Verschueren的顺应理论为研究框架,从语用学的角度,结合商业广告的语类特征和情感取向,对数则家喻户晓的广告进行分析,旨在揭示广告撰写人如何运用语用预设实现对消费者需求的顺应,进而达到推销其产品的目的。Pragmatic presupposition,as a common linguistic phenomenon and pragmatic strategy,has attracted great attention. This thesis based on the Adaptation Theory by Verschueren,from the perspective of pragmatics,attempts to make an analysis of pragmatic presupposition in a few famous advertisements. It aims to reveal how advertisements manage to adjust to the needs of consumers and persuade them to buy the products.

关 键 词：顺应理论 商业广告 语用预设 

分 类 号：H030[语言文字—语言学]