| In the information-explosive world, with increasingly drastic marketing competition, advertising language as an important information carrier has been immersed into our daily life. The study of advertising language has long been one of the focuses of linguistic studies.This thesis intends to explore that the interaction between the advertiser and his/her readers on the basis of Verschueren's adaptation theory, which are mainly built on the successful adaptation from the advertiser to his/her readers. The thesis probes into the topic from the following aspects, beginning with the implicitness of advertising language, and then pointing out that the choice and production of implicitness is the realization of the adaptation, and also revealing the important roles of implicitness during the process of the interaction. During the process of Interaction, The choice is reflected by using the implicit tactics, such as ambiguity, implicit rhetoric, hedge and indirect speech. They serve as the tactics of interaction. Besides, it demonstrates the Readers'Cognitive Psychology (shortened as RCP hereafter) to the ads, which stimulates the advertiser to make full use of the implicitness of advertising language to positively adapt the social world and mental world of his/her readers, thus achieving positive effective interaction in communicative contexts. This study is an empirical one mainly because it is pragmatic analysis based on the combination of multi-corpus such as illustration and text of ads, namely, the pragmatic interpretation to the illustration and text from multi-angles. And the study is, in fact, confined to the printed magazines and some of data from the websites of the ads products.In the thesis, as a result, we find out that first, the interaction is realized via the advertiser's making continuous choice to adapt readers'desire and make them satisfied. But the continuous process is not random. Secondly, the interaction is oriented by RCP, mainly from the advertiser's adaptability including social world and mental world. Through the basic representations of implicit language, we find that the psychology of readers mainly affects and directs the advertisers'choice-making. Thirdly, the interaction is influenced by the features and quality of the products. Both communicative sides are going on under the adaptation theory. We also find out that target group and target products or services require implicitness as important tactics for achieving interaction. Finally, the inquiry result is compatible with the prediction made by adaptation theory about linguistic variability, negotiability and adaptability. An implication of this exploration is that many an advertisement could be further refined in a complex advertising adaptive system because of the interaction of external circumstance and the target's own internal dynamic process.It's hoped that the thesis has theoretical function in actual application of advertising, thus making English learners, especially beginners better understand advertising language and also the design of advertising language more scientific and effective. |
