Research Into Advertising Language From The Perspective Of Pragmatics

With the extensive development of advertising activities, an increasing number of people in the field of advertising and linguistics show keen interest in the critical role of advertising language. They studied it from all perspectives and have made some achievement. Based on these research results, this article makes deeper explanation of advertising language with the perspective of pragmatics.This article starts with the narration of research target/objective and meaning by listing the research achievement of predecessors and my own innovation points. After that, the author makes brief analysis and introduction of advertising language, the research objective of this article, and point out the related content of pragmatics. Since advertising is a communicative activity, the author analyses the persuasiveness of advertising language with the Theory of Prediction/Conversation Meaning Theory of H.P.Grice/Geoffrey Leech’s Politeness Principle, in order to elicit the topic of ambiguity.After every brief introduction of theories, the author cites many representative examples, and categorizes them, so that we can have a deeper insight into the reciprocal relation between the pragmatic theory and the advertising language creation. During the analysis, the author also adopts some psychological theories without too much explanation of the theory itself. What’s more, the author also tries to unfold the reason of some misused advertising language so as to provide some reference meaning for advertising innovators.The author attaches great importance to the material collection. By catering to the reality closely, we can truly understand the creation laws of advertising language, and bring into full play the important role of the pragmatics. Since the author’s superficial scholarship and learning, there must be insufficiency and inadequacy. However, the author still hopes that this article will promote the research on this field in a positive way.