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广告话语作为一种高度实用性体裁,蕴含了丰富的语言艺术,因而长期以来吸引了大量语言研究者的关注。从某种意义上讲,广告话语也是语言学不同分支学科之间、语言学同一学科中不同理论之间的竞技场。每当一种新的语言理论诞生,就会有学者尝试运用该理论来分析广告话语,以此展示该理论的应用价值和解释力,并在客观上帮助进一步认识广告话语。语用学作为研究具体语境下语言使用的学科,其应用取向自然少不了对广告话语的关注。迄今为止,
As a highly practical genre, advertising discourse contains a wealth of language arts and has long attracted the attention of a large number of language researchers. In a sense, advertising discourse is also an arena between different branches of linguistics and between different theories in the same subject of linguistics. Whenever a new theory of language is born, some scholars try to use the theory to analyze advertising discourse in order to demonstrate the application value and explanatory power of the theory and objectively help to further understand the advertising discourse. As a discipline to study the use of language in a specific context, pragmatics can not be neglected for its application orientation. So far,