An Analysis Of Advertising English From Pragmatic Point Of View

In modern society, in which the physical civilization and spiritual civilization have been highly developed, life is full of advertisements. People are familiar with them. With the development of society there are various media for advertisements. Most advertisements deeply depend on language to convey the necessary information. Since advertisements include the vivid language in real life it's valuable for language learners to study them.This paper analyses advertisements applying the pragmatic theories such as: the Relevance Theory, Speech Act Theory, Cooperative Principle and Conversational Implicature, Politeness Principle and so on. Based on examples the paper studies how advertising producers make use of pragmatic approaches to attract consumers, promote products, establish brand awareness, cultivate new habits among consumers, give consumers deep impression and so on. Further more this paper randomly chooses 200 original advertisements as examples to study the phenomenon of applying more than one pragmatic approaches in one advertisement by qualitative and quantitative analysis. Finally it searches for the influence of this phenomenon on rhetoric. It studies what kinds of rhetoric are popular in advertising and what functions they play.This thesis would be beneficial to the advertisements design and interpretation. It is also of great value to English learning and teaching and language study. The practical functions of this paper are to supply reasonable explanation for communicative functions of ads and help ads producers to apply pragmatic approaches to produce effective ads. Besides, it'll be helpful for consumers to better understand ads. What's more, students should be recommended to learn English from ads, since the English in ads are vivid and authentic. Learning English from ads would not only raise students'interests on ads and enlighten them but also be helpful for students to master the practical use of language. At the same time it will introduce culture, customs as well as ideology to students.