从Leech的礼貌原则看商业广告  

The Study of Commercial Advertisements From the Perspective of Leech's Politeness Principle

作　　者：方伟琴[1] 

机构地区：[1]苏州大学外国语学院,江苏苏州215006

出　　处：《阜阳师范学院学报（社会科学版）》2003年第5期64-66,共3页Journal of Fuyang Normal University：Social Science Edition

摘　　要：在商业广告中礼貌地使用语言是广告成功的一条重要策略,不策略地使用语言可能会导致广告语的语用失误。本文试图从 Leech 的礼貌原则出发,对商业广告语中的语用得体和失误情况进行分析。It's very important for advertisers to use language politely while addressing the consumers so as to achieve success in commer- cial advertisements.Any practice of using language tactlessly by the advertisers will probably lead to pragmatic failure.This article attempts to analyze some commercial advertisements from the perspective of Leech's Politeness principle.

关 键 词：商业广告 礼貌原则 语用得体和失误 

分 类 号：H05[语言文字—语言学]