| Nowadays, linguists focus on the study of advertisements. And the combination of pragmatics and advertisement provides a new angle for the scholars. Advertisement is also a sort of communication. From the point of view of pragmatics, it is a speech act. That is to say, advertisement is a kind of persuasive speech act. On the basis of the result of former studies, this article analyzes fifty-five typical advertisements with pragmatic principles. That is speech act, cooperative principle, polite principle and context.At first, the article introduces the basic concepts, factors and functions and the psychological appealing of the commercial advertisements. Then it elaborates the application of speech act in the advertisement. And it analyzes the communication of advertisement with cooperative principle. In addition, it introduces the application of polite principle in the advertisements as well. Finally it shows the function of context when we read the advertisement.The purpose of an advertisement is to promote its products and let the customers accept the product that is advertised. Therefore, advertisement is a dynamic process. Thus analyzing the advertisement language with the pragmatic principles is more practical. |
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