A Cognitive And Pragmatic Study Of Website Advertisement

With the development of the Internet, the number of websites is increasing day by day, the website advertising language as a special form of language into the public view, and more and more people are familiar with the public. It has attracted the attention of language researchers and has become one of the objects of the study of linguistics. There are a great number of studies on the advertising language, but little research on the advertising language of the website. This article will define the website advertising language, and classify the collected data. Web advertising is a one-way communication, the speaker with the help of it to convey the communicative intention, while the speaker to derive and understand the communicative intention.The main purpose of this paper is how to successfully complete the communication activities of website advertising language. In this paper, the web site advertising language as the object of study, from the perspective of cognitive pragmatics, the use of relevance adaptation model, cognitive context theory and its in-depth discussion.This article from the language of the main themes and style of the site advertising language for simple classification, and the site advertising language of cognitive pragmatic features, so as to have a macro understanding and grasp of the website advertising language. From the cognitive pragmatic perspective, the main body of the site advertising language to create the relevance of the hypothesis, to provide explicit information, so that the audience to use the knowledge of the reserve and so on to derive the optimal relevance, that is, to achieve the communicative intent. Contextual correlates of linguistic structure, contextual relationship, and the audience’s emotional appeal, help the audience to find the best relevance of the discourse, so as to perceive and deduce the web advertisement. This paper also discusses the cognitive context to restrict the expression of advertising language, the understanding and reception of the audience. On the basis of this, this paper makes a comparative analysis of Chinese and American Web advertising language from the pragmatic aspect. Through the on site advertising language system, a comprehensive study, hope this can website advertisement to promote this new language form to the breadth and depth of development, and in some extent to explore and enrich the linguistic research methods.