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云南师范大学外国语学院 云南 昆明 650500
School of Foreign Languages, Yunnan Normal University, Kunming, P.R. China
Abstract
Advertising, guru Ogilvie oncce said, advertising is the life of the words. Analyzing characteristics of English advertisement language from the perspective of pragmatics, it’s not difficult to find harmonious and unified context is beneficial to enrich advertisement information and promote the understanding of advertising.
Keywords: advertising language; pragmatics; theory; usage
1. Introduction
Advertising has become a popular subject of numerous scholarly studies approached from a wide range of disciplines, such as anthropology, sociology, psychology, linguistics, literary criticism, aesthetics, marketing and media studies, for all kinds of advertisements have bombarded each of us in our daily life. “You can tell the ideals of nation by its advertisements” (Wilson, 1989:263). Therefore, the study of advertising has taken on new significance.
2. The pragmatic Basis of English Advertising Language
2.1 Context
Context refers to the "speech act depends on the performance of the physical and social environment". The advertiser tries to adapt to Veschueren’s "Theory of Adaptation"to better illustration. The theory points out, during the process of using language, the language choosed by speaker should adapt to the context. The process that speakers choose language is a dynamic process conformed to himself and listener’s psychological world.
For example, Nescafe Coffee have an advert known to every family: It is the taste! Which is translated as "the taste is great". However, once the advert separates itself from the context, the meaning of this sentence is uncertain, because the word "taste" can be understood as good taste, can also be understood as bad taste. But this is a slogan to propaganda Coffee the good taste of Nescafe Coffee, naturally, it is very appropriate to translate it into "delicious". If you change a situation, the contextual effect is totally opposite.
2.2 Speech Act
According to Austen, language is used for doing things. When we say a series of language that is a request, indicating or have other functions, we are concerned with the speaker’s and the listener’s response. This language entity is called"speech act" by Austen. A series of concrete request, indicating is considered to do things: locutionary act, illocutionary act, perlocutionary act. And analysis an English advertisement language by means of Austen’s Speech act theory .
2.3 The Conversational Implicature
The concept of conversational implicature was first proposed by American linguist H.P.Grice, Based on his cooperate principle, the later researchers complement the politeness principle and developed a new theory, neo-Gricean theory of conversational implicature, the new theory focus on dealing with the "normal" meaning included in conversation by using inference mechanism, and the previous conversational implicature theory tends to understand the "very" meaning, namely, to find the discourse implication by complying with or violating the use cooperative principle. The target of English advertising is to attract the consumers, and its ultimate purpose is to let the audience react favorably to advertising (to purchase products ), but English advertising always uses circuitous equivocate in language expression to impress the audience, so as to let the audience feel the quality of products out of the ordinary and buy the products finally.
2.4 The Politeness Principle
Leech (1983) thinks that, only through the politeness principle can more fully explain the relevant implication (implicature) and the indirect speech act and other issues. Advertisers have to hide the real communicative intention in the advertising by using of euphemism, indirect, polite words to transform the mandatory speech act into speech act commitment, naturally, turning the proposition of "persuade the consumer to buy a product" into "a product can bring benefits for consumers”.
3. Conclusion
Whether the English advertising language can accurately convey information to desire consumers buy one’s products or service is the ultimate aim of advertisement. Analyzing English advertising language from the perspective of pragmatics can provide reference for the choice and innovation of English advertising language.
References
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论文作者:刘兴瑞 曾定文
论文发表刊物:《语言文字学》2016年6月
论文发表时间:2016/10/12
标签：英语论文; 广告论文; 外语教学论文; 云南论文; 硕士学位论文; 北京论文; 河南大学论文; 《语言文字学》2016年6月论文;