商业广告“身份套路”的批评语用分析  

“Identity Traps” in Commercial Ads: A Critical Pragmatic Study

作　　者：陈新仁[1] CHEN Xinren(School of Foreign Studies,Nanjing University,Nanjing 210023,China)

机构地区：[1]南京大学外国语学院,南京210023

出　　处：《山东外语教学》2018年第5期24-33,共10页Shandong Foreign Language Teaching

基　　金：国家社科基金后期资助项目"语用身份证"(项目编号:14FYY030)的部分成果

摘　　要：本研究引入批评语用学视角,运用语用身份论作为理论工具,聚焦商业房产广告中的身份建构类型、分布与话语策略,对收集的大量房产广告语料进行审视,通过解析相关广告背后的顺应特征,揭示一些房产商诉诸的"身份套路",为进一步认识商业广告的体裁特征和说服"艺术"、领略商业语境下身份建构的"语用功效"提供帮助。This study adopts the critical pragmatic perspective, coupled with the theory of pragmatic identity as the theoretical tool to focus on the types, distributions and discursive strategies of identity construction in the collected sizable database of real estate ads. By uncovering the adaptation fea- tures underneath, it reveals the ＂identity traps＂ that real estate advertisers set up. Hopefully, the study may contribute to our understanding of the generic features and persuading ＂art＂ of commercial ads, and our appreciation of the ＂pragmatic efficacy＂ of identity construction in the commercial context.

关 键 词：房产广告 身份建构 批评语用学 

分 类 号：H030[语言文字—语言学]