摘 要
本文旨在通过分析英语广告语的语用特点和语用策略，探讨英语广告语在营销中的作用和意义。本文首先介绍了英语广告语的概念和特点，并重点分析了其直白简洁、情感张力强和巧妙运用语言策略等语用特点。接着，本文提出了五种典型的语用策略，包括利用简洁明了的句子传递信息、注重感性表达、通过巧妙组合词汇增加语言的魅力、引起消费者的共鸣、及通过利用幽默调侃等。最后，本文总结了英语广告语的语用特点，并指出了其在未来的发展方向和研究重点。
关键词：英语广告语 语用特点 语用策略
Abstract
This paper aims to explore the role and significance of English advertising in marketing by analyzing the pragmatic characteristics and pragmatic strategies of English advertising. This paper first introduces the concept and characteristics of English advertising slogans, and focuses on analyzing their pragmatic features such as plain and concise, strong emotional tension and clever use of language strategies. Then, this paper puts forward five typical pragmatic strategies, including using simple and clear sentences to convey information, focusing on emotional ex pression, increasing the charm of language through clever vocabulary combination, arousing consumers' resonance, and using humor. Finally, this paper summarizes the pragmatic characteristics of English advertising phrases, and points out its future development direction and research focus.
Key words:English advertising language;pragmatic characteristics;pragmatic strategies
目 录
摘 要 I
Abstract II
一、绪论 1
二、英语标语的语用特征 2
（一）英语标语的界定和与之相关联的概念阐释 2
（二）英语广告词的语用特征 2
（三）英语广告语言的基调与情绪表达 3
三、英语广告词中的语用对策 4
（一）“宣示”语用策略 4
（二）语用表达情感的策略 4
（三）情景创设中的语用对策 5
四、从语用角度对英语广告词进行探析 6
（一）从麦当劳标语“I'mLovin' It”中的语用分析 6
（二）从语用角度对耐克“Just do it”进行分析 6
（三）从语用角度看苹果广告词“Think Different” 7
五、结论 8
参考文献 9
致 谢 10
