商业广告语的语用研究：新格赖斯视角.pdf

暨南大学硕士学位论文

题名（中英对照）：

商业广告语的语用研究：新格赖斯视角
A Neo-Gricean Study of Advertising Language
作者姓名： 董珂

指导教师姓名
及学位、职称： 梁瑞清 博士 教授

学科、专业名称：外国语言学及应用语言学

学位类型： 学术学位

论文提交日期： 2018 年 6 月 18 日

论文答辩日期： 2018 年 5 月 23 日

答辩委员会主席：胡春雨

论文评阅人：

学位授予单位和日期： 暨南大学 2018 年 6 月 28 日
暨南大学硕士学位论文

Abstract
As an inevitable outcome of commodity economy, advertising, tries to deliver certain
specific information about a product or service to target audience through varieties of media in
order to influence or even change people’s ideas and behaviors. During this process, advertising
language, plays a crucial and indispensable part in achieving the advertising goal. Meanwhile, it
is also viewed as having a kind of practical style, owning a great research value.
Whether an advertisement could successfully realize the sales goal and facilitate the
communication between the advertiser and consumers, I should argue, is a matter of pragmatics.
And the key point here is whether the underlying meaning of a certain advertisement can be
understood exactly and interpreted fully by consumers. From the pragmatic perspective, many
researchers, based on Grice’s theory of conversational implicatures, have attempted to explain
how advertisements observe and flout the maxims and submaxims under the Cooperative
principle. However, few researchers have tried to probe into consumers’ perception of
advertising implicatures from a neo-Gricean perspective.
Having mined various data from advertising books, newspapers and magazines, internet
resources and other sources, this study, based on Levinson’s (1987b) t