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广告作为应用性语言,是一种广泛使用的交流媒介,有着较强的商业目的。语用策略的使用,有助于广告语言更好地促进销售和传播信息。本文从社会语用学的视角,结合例证,在文化语境顺应、人际功能、语码转换等方面探讨了英汉广告语言中的语用策略。
Advertising as an application language is a widely used communication medium with strong commercial purpose. The use of pragmatic strategies helps the advertising language to better facilitate the sale and dissemination of information. This essay explores the pragmatic strategies in the advertising language of English and Chinese from the perspective of social pragmatics and the examples in terms of cultural context adaptation, interpersonal function and code switching.