A Pragmatic Study of English-Chinese Translation

Pragmatic Studies in Britain

A Summary of Pragmatic Studies in China

On Pragmatics and English Teaching

Rhetoric and pragmatics

Exploration of foreign pragmatics

Pragmatics and English Extensive Reading Teaching

On the Role of Context in Pragmatics Research

A Study of Advertising Language from the Perspective of Pragmatics

This paper studies advertising language from the perspective of pragmatics, combining the relevant theories of pragmatics and various characteristics of advertising language, and combining language theory with language facts for specific research. As a new discipline in linguistics, pragmatics has developed rapidly in the past thirty years. As an important part of human language, advertising language is the most active and influential thing in language, with the brand of the times, which is ubiquitous in real life and can reflect all aspects of society. Based on the corpus collected by the author and related advertisements at home and abroad, this paper makes an empirical study from the perspective of two major series of pragmatics, namely, the micro-pragmatics of the Anglo-American School and the macro-pragmatics of the Continental School. On the one hand, it analyzes and studies advertising language from deixis, pragmatic meaning, pragmatic presupposition, speech act and politeness principle. On the other hand, it discusses all aspects of advertising language from cultural factors, code mixing, code switching, economic principles and pragmatic failures. Undoubtedly, advertising language has rich content and certain pragmatic functions, which is a portrayal of social culture. There are many researches on the vocabulary, syntax and rhetoric of advertising language in China, but the research on combining pragmatic theory with advertising language is seriously insufficient. This kind of research can make people have a comprehensive and multi-angle understanding of the relevant knowledge and latest development of pragmatics, as well as the various characteristics, advantages and disadvantages of advertising language. At the same time, it is of great value to China's economy, society and culture. Analyzing and studying this theory with examples will undoubtedly cultivate our pragmatic ability and ultimately improve our language level. This paper focuses on the study of advertising language from the perspective of macro pragmatics, and studies the use of language in real society, including cultural factors, code mixing, code switching, economic principles and pragmatic failures in advertising language. This research is not only beneficial to advertisers and manufacturers, but also helps to urge ordinary people to pay more attention to the use of language. It is of practical value and practical significance to analyze the pragmatic level of advertising language, observe the use of language in society and explore the best benefits of language use. This kind of research will also contribute to the healthy development and language construction of advertising language, and ultimately promote the political, economic and cultural development of the whole society.

Keywords: pragmatics, micro-pragmatics, macro-pragmatics, advertising pragmatic competence