广告中的语用与背景研究

运用语言学研究中的语用研究成果,阐明广告业与语用研究的必然的内在联系,强调语言语用研究是广告业存在与 发展的基础。语言语用的进步和发挥是与当时的社会经济背景相连系的,语用的发挥是社会经济背景的反映,是推动广告业发 展的原动力,同时也是衡量广告业获得最佳效果的检验标志之一。

Research on the Pragmatics and Background in Advertising

The article expounds the inevitable inherent relationship between pragmatics research and the advertising industry on the basis of pragmatics research findings in linguistic studies. It stresses that linguistic pragmatics research is the groundwork for the existence and development of the advertising industry and that the progress and exertion of linguistic pragmatics have much to do with and are reflective of the economy background of the society. As a motivity of the development of the advertising industry, the progress and exertion of linguistic pragmatics is also one of the guide lines of evaluation for the effectiveness of the advertising industry.