| 浅析广告语言的语用基础 |
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| 引用本文： | 郑建凤.浅析广告语言的语用基础[J].山西师大学报,2001,28(1):109-112. |
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| 作者姓名： | 郑建凤 |
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| 作者单位： | 郑建凤（山西师范大学外语系,山西临汾,041004） |
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| 摘 要： | 广告语言作为一种特殊的交际形式，无时无刻不在影响着广大消费者的消费行为，广告主为了达到说服消费者购买所广告的产品，往往会使用各种各样的言语表达手段。广告主的这种表达手法用语用学理论来解释，就是以违 反合作原则为代价来遵守礼貌原则，从而达到其最终受益的目的。
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| 关 键 词： | 合作原则 礼貌原则 广告语言 消费者 语用基础 产品性能 激将法 受众心理 |
| 文章编号： | 1001-5957(2001)01-0109-04 |
| 修稿时间： | 2000年12月18 |
A Brief Probe Into the Pragmatic Basis of Advertising Language |
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| ZHENG Jian-feng.A Brief Probe Into the Pragmatic Basis of Advertising Language[J].Journal of Shanxi Teachers University,2001,28(1):109-112. |
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| Authors: | ZHENG Jian-feng |
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| Abstract: | Advertising language,as a special kind of communic ation, exerts a great influence on the consumer's purchasing power. In the commu nication of advertising, advertisers often employ various kinds of means to expr ess their intention. Generally speaking , advertisers achieve their intention by means of deliberately violating the cooperative principles in order to observe the politeness principles. |
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| Keywords: | cooperative principles politeness principles advert ising language |
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