广告语篇中语用预设的顺应性研究-外国语言学及应用语言学专业论文.docxVIP

告者的语用预设的影响，得出广告语篇中广告者的语用预设的选择主要 告者的语用预设的影响，得出广告语篇中广告者的语用预设的选择主要 是顺应交际语境(本文包括语言使用者的物理世界、社交l±!：界和心理世 界)的结果，从而验证了维索尔伦的语言顺应论对广告语篇中的语用预 设现象具有很强的解释力以及广告者成功地使用语用预没策略是广告得 以实现其最终广告目的的关键所在。该论文的完成将会对预设在广告中 的应用产生一定的理论指导作用，即从实践上帮助广告撰写人有效地运 用预设这一一策略，使广告语言的设计更科学，更具魅力，最终帮助广告 实现其应有的目的。同时作者也希望本研究能加深对预设的认识和理解， 并丰富广告语言的研究。 关键词：语用预设：语言顺应论：物理世界：社交世界：心理世界 ABSTRACTAdvertising ABSTRACT Advertising is a significant social phenomenon in the global—economic time and information age．In this economic society in which information is prevailing，advertisements are found here and there，and play a very important role in our daily life．More and more importance is attached to the research of advertising language．The language of advertising is basically persuasive．Therefore，all possible means，linguistic or non—linguistic，have been adopted by advertisers to serve the purpose of advertising．Nevertheless， the advertisement，as a special communicative form，always gives rise to the fact that trust and CO—operation between the interlocutors are limited or lacking，because of its informing and persuading functions．Advertisers are concerned with the way in which advertising language serves the function of advertisement effectively without causing the recipients’repulsion and resistance．As an important topic in linguistics，especially in pragmatics， presupposition is frequently employed in order to enhance the informative and persuasive function of advertising language implicitly because of its own special properties and characteristics．In both China and other countries，the study of the pragmatic presupposition in advertising discourse has developed rapidly，but most scholars，from the perspective of linguistics，analyze the characteristics，classifications and functions of the pragmatic presupposition， using relevance theory，cooperative principle，politeness principle and SO on· There is not such a study employing Verschueren’S Linguistic Adaptation Theory to analyze the pragmatic presupposit