| 现代英语广告中委婉语的语用功能及应用 |
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| 引用本文： | 赵东平.现代英语广告中委婉语的语用功能及应用[J].湖州职业技术学院学报,2011,9(3):63-65. |
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| 作者姓名： | 赵东平 |
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| 作者单位： | 江苏食品技术职业学院外语系,江苏淮安,223003 |
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| 摘 要： | 委婉语是广告中常采用的一种文体。广告心理学研究表明,委婉语在广告行为中因其避讳、礼貌、美化和幽默的语用功能,可使广告获得简洁、得体和诙谐的语用效果,让受众容易记住并影响其购买行为,以达到广告的商业目的。
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| 关 键 词： | 英语广告 委婉语 语用功能 |
On the Pragmatic Function and Application of English Euphemism in Modern Advertisement |
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| ZHAO Dong-ping.On the Pragmatic Function and Application of English Euphemism in Modern Advertisement[J].Journal of Huzhou Vocational and Technological College,2011,9(3):63-65. |
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| Authors: | ZHAO Dong-ping |
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| Institution: | ZHAO Dong-ping Department of Foreign Language,Jiangsu Food Science College,Huai'an 223003,China |
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| Abstract: | Euphemism is a common style in advertising.The advertising psychology indicates that with the euphemism＇s taboo,polite,beautification and humorous pragmatic functions in advertising,an advertisement may obtain concise,decent and witty pragmatic effect so that it can be easily remembered by the audience and make a good effect on their consumption.Thus,the commercial purpose can be achieved by using Euphemism in advertising. |
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| Keywords: | English advertisements euphemism pragmatic function |
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