摘要
文章基于Verschueren的顺应理论,以陈新仁对事实预设、信念预设、状态预设和行为预设的分类为理论框架,探讨其在英文化妆品广告语中的使用及分类情况。从语用学的角度对所收集的广告进行分析,旨在揭示广告商如何结合语用预设顺应消费者的需求。一方面,有助于消费者更好地了解商品和理性购物;另一方面,帮助广告商掌握语用预设的使用策略,进而达到推销其产品的目的。
Based on Verschueren’s adaptation theory,this paper takes Chen Xinren’s classification of fact presupposition,belief presupposition,state presupposition and behavior presupposition as the theoretical framework to explore their use and classification in English cosmetics advertisements.This paper analyzes the collected advertisements from the perspective of pragmatics in order to reveal how advertisers adapt to the needs of consumers with pragmatic presuppositions.On the one hand,it is helpful for consumers to better understand the goods and rational shopping;On the other hand,it helps advertisers master the use strategies of pragmatic presuppositions,so as to achieve the purpose of selling their products.
作者
刘清宜
Liu Qingyi(Changchun Guanghua University,Changchun,Jilin,130033)
出处
《现代英语》
2024年第11期92-94,共3页
Modern English
关键词
顺应理论
语用预设
化妆品广告
adaptation theory
pragmatic presupposition
cosmetic advertisements
