The Application Of Pragmatic Deixis To Advertising Language

With the rapid development of the economy since China's opening-up to the world, advertising industry has been growing fast in China. As an important social phenomenon of the economic globalization and information era, advertising has in-depth influences upon different aspects of our society, relating closely to national economy, market development, foreign trade as well as people's daily life.Advertising language is a portrait of social culture with rich contents and pragmatic functions. Fundamentally speaking, advertising language falls into the vocative or persuasive language, which results in that the advertisers and the manufacturers rack their brains to use different language skills to realize their commercial purposes. Deixis is a common phenomenon of human languages, and its existence reveals the close relationship between language use and its context. Deixis is the orientational features of human languages to have reference to the elements of language context (such as time, space, etc.) so as to make accurate comprehension of the speaking people, events, process and activity between interlocutors in speech activities. And advertising is a kind of message spread activity with its ultimate purpose of sales promotion. The writing process of advertisement is somewhat the process of code making, and the code makers are advertisers, who express in language the product or enterprise information of the producers or information source, and make the codes of information that the interpreters (consumers) can receive or interpret. Among deictic words, person deixis, temporal deixis and spatial deixis are widely used in advertising because of their features of synchronism which greatly enhance the persuasive effects of advertising.In this dissertation different kinds of Chinese and foreign advertisements are collected to make research not only on lexicology, syntax and rhetoric devices of advertising language, but also on the pragmatic deixis. By combining the advertising language with pragmatic theories, this dissertation tries to help people have a better understanding of the development and employment of deixis in advertising language as well as different features of advertising language. What' more, research in this aspect may make contributions to the further study of language development and promote the improvement of the economy and society.By referring to the historical background and theoretical background of the study of deixis and advertising, the author of this dissertation analyzes pragmatic deixis in advertising language from the following four aspects:1) Advertising as a communication tool;2) The linguistic characteristics of advertising English;3) The features and classification of diexis;4) Deixis in advertising language;The author makes an attempt to study advertising language in a new perspective so as to offer help and advice to manufactures and advertisers, arouse people's attention to language use in society, and at the same time lead leads to the diversity of advertising language and helps to organize the microstructure of advertising discourse.