导　　师： 张武保

学科专业： 050211

授予学位： 硕士

作　　者： ;

机构地区： 广东外语外贸大学

摘　　要： 作为一种有效的市场营销手段,广告的目的在于提升企业形象,提高品牌认知度,从而扩大产品的市场效应。广告能挖掘潜在客户购买产品。通常顾客会因为产品的广告语能给人信任感且具有吸引力而去购买这些产品。由此可见,广告是何等重要。因此,本着吸引外国顾客购买产品以及开发国外市场的目的,很多中国公司甚至商店都为产品设计了英语广告。然而由于中西方语言与文化的差异,往往会导致语用失误/(pragmatic failure/)的产生,这些语用失误使得有些英语广告不仅没有达到预期的效果,甚至给产品及公司带来了不良的影响。因此,广告中存在的语用失误便成了产品销售及市场开拓的一大障碍。 本文旨在通过顺应论/(Adaptation Theory/)分析中国产品的英文广告中的语用失误出现的根本原因,以提高这些英文广告的质量和效果。在分析的基础上,作者尝试从广告语言的角度提出了减少并避免语用失误的解决方案。作为商务英语的一种,广告英语的研究对商务英语产生了一定的启示作用。运用顺应论对广告中语用失误进行分析,作者发现文化差异是造成英语广告中的语用失误的重要因素。作者以文化为切入点,阐述了语用失误对商务英语教学的启示作用,包括如何在商务英语教学中培养学生的商务文化意识,提高学生的商务语用交际能力。通过运用顺应理论作为分析工具,该研究不仅拓宽了商务英语研究的理论基础,更实现了商务英语教学的实践价值。 Advertising,an element of marketing function,aims at promoting corporate image and brand notability so as to increase market effects.Advertising moves consumers from being unaware.of a product or service to finally purchasing it. Consumers are often persuaded to purchase some goods or services by the advertisements,for the advertising 4anguage makes the products advertised eye-catching and trustworthy.The power of advertising is,therefore,obvious.Hence many an enterprise designs English advertisements for t-heir products,for the purpose of promoting sales and exploiting foreign market as a whole.However,the expected effects of some advertisements have not been achieved due to different languagesand cultures.Thus pragmatic failures arise in many cases which have laid various obstacles for the promotion of products and expansion of market. This thesis aims to improve the quality and effect of English advertisements for Chinese products by means of exploring the root causes of pragmatic failures with the borrowed and modified framework of Adaptation Theory proposed by Verschueren /(2000/).After the analysis of causes,the focus is shifted to the strategies to reduce or avoid tile pragmatic failures.Some tentative strategies are recommended from the perspective of advertising language itself.Advertising English is categorized as part of Business English,therefore,the research of Advertising English would provide enlightenment to Business English.Based on the analysis,the author discovers that cultural difference is an important factor which causes pragmatic failure.The thesis, hereby,sets forth the enlightenment of culture element to Business English teaching, including how to cultivate students' business cultural awareness and to improve students' business pragmatic competence.In a whole,this analysis would contribute to Business English teaching,and the theoretical foundation of Business English study can be enhanced through adopting Adaptation Theory as an analytical tool.

关 键 词： 英文广告 语用失误 顺应理论 解决方案 商务英语教学

分 类 号： [H313]

领　　域： [语言文字]