李捷.语用预设视角下的英语广告语言[J].,2007,8(6):92-94
语用预设视角下的英语广告语言
Analyzing the English Advertising Language from the Perspective of Pragmatic Presuppositions
  修订日期:2007-08-21
DOI:
中文关键词:  语用预设,广告,严密性
English Keywords:pragmatic presupposition,advertisement,rigorousness
Fund Project:
LI Jie
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中文摘要:
      文章从语用预设的视角对英语印刷广告语言进行了研究,揭示了不同产品的广告用语具有不同的严密性:药物类广告的用语最严密,洗发水的居中,化妆品的最不严密。这一发现不仅揭示了广告类别对广告语言的影响,还为继续研究语用预设的交际功能提供了启示。
English Summary:
      The study administers a survey of pragmatic presuppositions utilized in English advertisements for cosmetics,shampoos and medicines.The results indicate that the rigorousness of advertising claims for these three types of products varies:advertising claims for medicines are most rigorous in comparison with those for the other two products.The finding uncovers the effect of the type of advertisement on the advertising language and sheds light on the future studies of the function of pragmatic presuppositions.
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