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公益广告有别于以宣传产品、获得利润为目的的商业广告,其目的是普及一些正确知识、宣传一些社会道德规范或行为准则等。该文以奥斯汀和塞尔的言语行为理论为基础,结合具体英文公益广告实例,简要分析英文公益广告中的言语行为如何巧妙传递其真实交际意图,并进一步探讨其劝说功能和审美功能,一定程度上丰富语用学视角下的英文公益广告语研究。
Public service ads are different from commercial advertisements aimed at promoting products and obtaining profits. The purpose of public service advertisements is to popularize some correct knowledge and publicize some social codes of ethics or codes of conduct. Based on the speech act theory of Austin and Searle, combined with examples of English public service advertisements, this article briefly analyzes how speech acts in English public service advertisements subtly convey their true communicative intention and further discusses their persuasion and aesthetic functions to a certain extent A Study of English Public Welfare Advertising Language from the Perspective of Abundant Pragmatics.