Advertising Copy Pragmatic Analysis

Since the time of 1980s, advertising activities are prevailing developed in China. By the assistance of various media, advertisement is filling up our lives. However, it cannot exist without the use of language, though its forms are changeable. Thus, more and more experts in advertising circle, especially in linguistic field show their great interest in the application to the modern advertising language, and make some achievement by studying from multidimensional. Indeed, the study to the advertising language, a crucial part of social language, can help us see the full view of language development. Based on the former achievements in research, the paper will dissect the advertising language in deeper way by following points.The introduction will tell you some references for the sake of the explicitness to the development, present situation and particularity of advertisement, a kind of application style. Meanwhile it will make a simple review to the experts' research. And then, it turns to the study object—Advertisement Document and its start point of referenced theory in Pragmatics. In the part of Advertisement Document, the language used in advertising will be classified academically and some principles to the Advertisement Document writing will be presented, demanding from the purpose of language in Advertise point of view. After that, advertisement will be taken as a dynamic communicative process whose quality of persuasiveness and art will be analyzed from Pragmatics point of view, depending on J. L. Austin's theory of speech art and H. P. Grice's conversational implicature, by highlighting the earth where they are grown— CONTEXT first. Followed by the general theoretical statement of each part, the paper will select some advertising cases appearing and popular in recent years to illustrate. In the process of specific analysis, some knowledge in Fuzzy Linguistic and rhetoric will be mentioned, but not the key point. In the last part ,we will talk about some controversial ideas of advertisement document that demonstrates the language variation.Instead of criticizing them,we will use some theories in interrelated fields such as cultural linguistic to analyze them briefly.For the purpose to close to the advertising entity, to acquire the language...