| 摘要: | The study is to clarify the function of pragmatic acts on advertisements. First, it illustrates two brands of perfume called"Poison"and"My Sin", explains why they are successful ads, Secondly, from pragmatics' point of view, it recites a vivid ad "I bought some sushi home and cooked it; it wasn't bad."(Mey,1996:4)as a concrete example to make the theory clear. The advertisement propagandized for a downtown cocktail lounge named"Sweet Alice". Thirdly, the study analyses the theories of advertising and pragmatics to clarify what is the relationship bett=ween advertising and pragmatics, and then analyses the theories of pragmatic acts systematically and lists some conclusions such as:"Pragmatics tells us it's all right to use language in various, unconventional ways, as long as we know, as language users, what we're doing. So we con let ourselves be semantically shocked, if there is a reason for it, or if it is done for a purpose."(Mey,1996:4)Next, it gives examples of a Chinese advertisement and a Taiwanese one to explain how pragmatic acts function on advertisements. At the end of the conclusion, the study reminds us "we have to comprehend an ad from the societal background, its language and its context." That is why pragmatic acts function on advertisements. Thus, by learning the theories of pragmatics, we con explore the possibilities of creating and understanding numerous kinds of advertisements. It is hoped that this paper will arose further study on the relation between pragmatic acts and advertisements.
本篇論文旨在闡明語用行為在廣告上之運用研究。首先，它以「毒藥」及「我的罪」這兩種品牌的香水為例，解釋此二者何以是成功的廣告；再者，從語用學的觀點引述一句生動的廣告語：「我買了一些壽司回家烹煮，味道還不錯。」〈這是一家叫做愛莉絲的雞尾酒吧的廣告宣傳用語〉作為具體說明的實例。第三，分析廣告與語用學之理論以闡明廣告與語用學之關聯，再有系統地分析語用行為的理論並列出數項結論，譬如：「語用學告訴我們，我們可以用各種非正規的方式使用語言，只要我們是有理由，有所目的而為的。」緊接著本篇論文再以一個中文廣告一個台語廣告為例，分析語用行為在廣告上之作用。最後的總結提醒我們：我們必須從社會背景、語言本身及上下文文本來理解廣告，這就是語用行為在廣告上之作用，藉由學習語用學，我們可以拓展對各種不同廣告的創作與理解之可能性，希望此篇論文能引發未來更多對語用行為與廣告之關係的研究。 |
