Pragmatic Study On English Advertisements Of Food And Drink

The study on advertisements from a variety of perspectives is becoming an increasingly hot issue with the coordinated development of economy and society because advertisements have stepped into various aspects of people’s life, such as Internet, TV, newspaper, magazines, broadcast and so on. Advertising language contains a wealth of advertisement information, which stands for a product image, so people attach great importance to advertising language. Its unique charm has also drawn scholars’ and researchers’ great attention. In recent years, researchers have begun to associate the advertisements with pragmatics. There is no doubt that pragmatics is the discipline that studies the application of language in general. Therefore, the study on the language of advertisements and pragmatics are bound together inextricably. Making use of pragmatic knowledge, including conversational implicature, speech acts and pragmatic strategy, etc., researchers can study the application of pragmatics to advertising language so as to make it more reasonable and effective.In this thesis, the author puts the focus on the study of English advertisements of food and drink on the basis of the relative pragmatic theories, namely, speech act theory, cooperative principle and politeness principle. According to the current pragmatic study on advertisements, the author expounds some basic knowledge about advertisements, which covers definitions, classifications and characteristics, etc. as well as the relative pragmatic knowledge. In general, the author elaborates on the English advertisements of food and drink with the help of speech act theory, cooperative principle and politeness principle step by step.All these theories used for studying English advertisements of food and drink are not only beneficial to analyze the language of English advertisements of food and drink, but also helpful to discuss the pragmatic application to advertisements. It can produce ideal advertising effect to apply pertinent pragmatic theories in the process of designing advertisements. And it is obvious that the application of pragmatics is sure to have great influence on audience and advertisers. Since advertisements are ubiquitous in all walks of life, it is imperative to concentrate on advertisements and it can improve the quality of advertising language to apply pragmatic theory to advertisements. In addition, the application of pragmatic theory in advertisements can be useful to facilitate advertisers to design more effective and reasonable advertisements. At the same time, it is also conducive for audience to avoid misleading when they choose food and drink.