保健食品广告语中的语用模糊与批评性分析  

A Study on Pragmatic Fuzziness in Health-care Food Ads and a Critical Pragmatic Analysis

作　　者：朱金兰[1] ZHU Jin-lan(Nanjing Institute of Industry Technology,Nanjing 210023,China)

机构地区：[1]南京工业职业技术学院基础课部,江苏南京210023

出　　处：《南京工业职业技术学院学报》2018年第4期48-51,55,共5页Journal of Nanjing Institute of Industry Technology

基　　金：江苏省2015年度教育厅高校哲学社会科学基金项目(编号:2015SJB260);江苏省2016年度政府留学奖学金资助项目

摘　　要：语用模糊作为一种交际策略手段,在特定的语境中,服务于特定的交际目的,既有积极的语用功能,也有消极的语用功能。研究考察了涉嫌违法的保健食品广告语中语用模糊的分布、类型及其负面语用功能,有助于提醒广告受众提高辨别意识,正确地解读保健食品广告语,以免被诱骗与欺诈。As a communicative strategy,pragmatic fuzziness serves a specific communicative purpose in a specific context and has both positive and negative pragamtic functions.The study investigates the pragamtic fuzziness distribution,types and negative pragmatic functions of health-care food advertisements that are suspected of breaking the law,which can help to remind the advertisement audience to improve their awareness of discrimination and correctly unscramble the health-care food advertisements so as to avoid being tricked and cheated.

关 键 词：保健食品广告 语用模糊 批评分析 

分 类 号：H313[语言文字—英语]