CAJ | 학술논문

广告是广告商和消费者之间的特殊言语交际行为。广告旨在让目标受众接受并购买广告商品。广告语往往打破常规的言语交际模式。但从语用学视角看，广告商正是通过有意、公开地违反语用原则，使广告语言新颖独特，具有很高的注意价值和记忆价值，从而说服受众购买广告产品，实现广告的推销价值。
엄고시엄고상화소비자지간적특수언어교제행위。엄고지재양목표수음접수병구매엄고상품。엄고어왕왕타파상규적언어교제모식。단종어용학시각간，엄고상정시통과유의、공개지위반어용원칙，사엄고어언신영독특，구유흔고적주의개치화기억개치，종이설복수음구매엄고산품，실현엄고적추소개치。
As a special communication between advertisers and consumers, the aim of advertising is to persuade consumers to buy the advertised products. Advertising language is usually original and not in accordance to normal communication mode. Applying pragmatic theories such as the speech act strategy, the strategy of violation of cooperative principles and the relevance strategy can make advertising more eye-catching and effective in persuading consumers into buying.