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广告是艺术,而广告语则是艺术中的艺术。创设广告语不仅要讲究创意,更重要的是要探究其创意中的灵魂:具体交际活动中,广告语如何表现其深层认知语用预设的策略———隐含性与共知性。本文从认知域的语用角度切入,阐述广告语创意中语用预设的基本原则,探赜成功广告语深层内核所蕴藏着的语言诱导机制及其精妙的语用预设策略,旨在给广告语创设者有所裨益和启迪。
Advertising is art, and advertising is the art of art. Creating advertising slogans should not only focus on creativity, but more importantly, explore the soul in their ideas: how to display the deep cognitive pragmatic precepts of advertising slogans in specific communicative activities --- implicitness and mutual understanding. This essay starts from the pragmatic perspective of cognitive domain, elaborates the basic principles of pragmatic presuppositions in creative advertising language, probes into the language inducing mechanism hidden in the deep inner core of successful advertising language and its exquisite pragmatic preconceived strategy, aiming at To advertising language creators benefit and inspiration.