英语广告说服性的语用学解释

摘要

As a special communication between advertisers and consumers, the aim of advertising is to persuade consumers to buy the advertised products. Advertising language is usually original and not in accordance to normal communication mode. Applying pragmatic theories such as the speech act strategy, the strategy of violation of cooperative principles and the relevance strategy can make advertising more eye-catching and effective in persuading consumers into buying.%广告是广告商和消费者之间的特殊言语交际行为。广告旨在让目标受众接受并购买广告商品。广告语往往打破常规的言语交际模式。但从语用学视角看，广告商正是通过有意、公开地违反语用原则，使广告语言新颖独特，具有很高的注意价值和记忆价值，从而说服受众购买广告产品，实现广告的推销价值。