| 论“语用预设”对广告语言语力的制约与促进 |
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| 引用本文： | 唐淑华. 论“语用预设”对广告语言语力的制约与促进[J]. 哈尔滨学院学报, 2010, 31(3): 116-119 |
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| 作者姓名： | 唐淑华 |
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| 作者单位： | 重庆三峡学院外国语学院,重庆,404000 |
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| 基金项目： | 重庆市2008年社科资助项目;项目 |
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| 摘 要： | 文章从＂语用预设＂的合适性、共知性、取消性和透射性等特征入手,分析忽视语用预设存在,忽视其特征而制约广告语言的语力,形成语用失误的原因和该原理的积极运用产生的促进作用,以有效帮助广告商提高语用能力和广告水平,避免广告语言的语用失误。
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| 关 键 词： | 语用预设 广告语言语力 制约 促进 |
On Constraints of Presupposition on Advertising Language Force & Stimulation Advertising LanguageForce & Stimulation |
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| TANG Shu-hua. On Constraints of Presupposition on Advertising Language Force & Stimulation Advertising LanguageForce & Stimulation[J]. Journal of Harbin University, 2010, 31(3): 116-119 |
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| Authors: | TANG Shu-hua |
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| Affiliation: | TANG Shu-hua(Three Gorges University,Chongqing 404000,China) |
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| Abstract: | From perspectives of the appropriateness,mutual knowledge,defeasibility and projection,this paper analyzes the reason that the negligence of presupposition and its features leads to some negative impacts on the pragmatic force of the language,and the positive effects due to the active use of presupposition and its features. The author aims to help the advertisers improve the pragmatic awareness,and improve their advertising capacity,effectively avoid pragmatic failure. |
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| Keywords: | presupposition advertising language force constraint stimulation |
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