A Study On The Pragmatic Failure In The Public Interest Advertising Expression

Based on the feature of publicity, sociality, calling and so on, public interest advertising expression is related to our every day life closely, as a special communicative form. Especially, as the development of economy and society, public interest advertising expression has become the key part of social spiritual civilization, by the role of specification standard of speech and functions of education for the society. If public interest advertising expression could not realize the best Pragmatic effects in the communication, that is, pragmatic failure appear in the public interest advertising expression, as would effect its function. Therefore, in the face of this hot topic, the article is to study and discuss the Pragmatic failure from the two aspects of theory and practice, in order to find out the cause and corresponding solution to enhance the quality and spreading efficient of public interest advertising expression and to promote the social development and civilization.This dissertation consists of three chapters with the following contents:Chapter one summarizes the existing research of public interest advertising expression. In addition, it defines the goal of study and introduces the sources of the research. The researches on public interest advertising expression are still in the initial stages concerning society, which are relative fragmented, although the research has been conducted several times on the topic. In the face of pragmatic failure in public interest advertising expression, more and more research are needed on relative theory and practice to strengthen the role of supporting and guiding from related theory. Then, by the Comparison between Commercial advertisement and public interest advertisement, the definition and pragmatic functions of public interest advertising expression are summarized to recognize the definitive and applied characteristics.Chapter two has found improper express, unfit linguistic and cultural expressing practice, out of context in expressing and so on in rhetoric, pragmatic Strategy, style, that is, pragmatic failure from the former three aspects are appeared in the communication of public interest advertising, by studying on the sources that has been got. In addition, the effects from each pragmatic failure on the communicative process and result are discussed.Chapter three has discussed and study several causes of pragmatic failure in public interest advertising expression and the corresponding solution on the basis of the research of chapter two. All that would provide instruction and supporting in theory and practice for the composition and spreading of public interest advertising expression.In all, under the guidance of pragmatic theory, the article has analyzed the typical pragmatic failure in public interest advertising expression Preliminary, and summarized the corresponding social effects. On the basis of the former research, it has found out the causes of pragmatic failure and the solution. All that has been in prospect is to make a little contribution for the research on theory and practice of public interest advertising expression.