英语化妆品广告语之语用预设概述

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1、英语化妆品广告语之语用预设概述----英语毕业论文-->Chapter1LiteratureRevieentsAdvertisementplaysanimportantpartinmodernsociety;anykindsofadvertisementeveryenonindetail,andtohelpadvertisingpaniestomakebetteradvertisementorelikelytobeacceptedbymonpeopleinlimitedtimeandspace.Thethe

2、Latineanstocatchthepublic’sattentionandleadthemtocertaindirection,theadvertisementbeespopularsincetheendofthe17thcentury.Accordingtoofmunicationformarketingandusedtoencourage,persuadeormanipulateanaudience(vieetimesaspecificgroup)tocontinueortakesomeneonly

3、,thedesiredresultistodriveconsumerbehaviorercialoffering,althoughpoliticalandideologicaladvertisingisalsomon”.Anotherunicationusuallypaidforandusuallypersuasiveinnatureaboutproducts,servicesorideasbyidentifiedsponsorsthroughthevariousmedia”(ZhaoJing,1991:1

4、).Theobjectofstudyinthispaperiscosmeticadvertisement.Itincludesfoundationmakeup,sunscreen,puffcake,toner,lotion,cream,facialcleanser,bodycleanser,perfume,etc.Becauseofthespecialqualityofcosmeticadvertisement,therearecertaindifferencesbeteticadvertisinglang

5、uageandothertypesofadvertisinglanguage.……………1.2PreviousStudiesonAdvertisingLanguageandCosmeticAdvertisementsTheadvertisingindustryflourishedinEnglandattheendofthe17thcentury,scholarsbecameveryinterestedinthisfieldsincethen,andstudiesfromdifferentperspectiv

6、esmushroomedineappearedinthelate1980s.TheEnglishlinguistLeech(1972)studiesthecharacteristicsofadvertisinglanguagefromtheperspectiveofsemantics,pragmaticsandstylistics.InChina,QinXiubai(1986)studiesadvertisinglanguagefromstylistics.VestergaardandSchroder(19

7、85)studiesadvertisinglanguageinamacroscopicperspective,entindiscourselevel.Therearealsoscholarsentineconomicareaorpsychologicalpointofvieostlinguistsaccepttheideathatlanguageisadynamicprocess,andadvertisementsarenotmerelyamatterofmeaningfulsomebodyorsometh

8、ing,tomakestatementsortodescribethings,butitisalsousedtodothings,toperformactsortobringabouteffects.Asforadvertisements,therearetainfunctions,namelyinformationandpersuasion-->.Informativefunctionisthebasicone