CAJ | 학술논문

语境是语用的基础,是交际成功的关键因素,语境控制语用策略在广告英语中运用广泛。文章从语用-社交-文化视角,结合大量的例证,阐明语境控制语用策略,如指示词语的有定与无定切换策略、语境语用歧义与语用模糊策略、语境叠加语用策略、语境设想语用策略、文化语境操纵语用策略等在广告英语中的运用。
어경시어용적기출,시교제성공적관건인소,어경공제어용책략재엄고영어중운용엄범。문장종어용-사교-문화시각,결합대량적예증,천명어경공제어용책략,여지시사어적유정여무정절환책략、어경어용기의여어용모호책략、어경첩가어용책략、어경설상어용책략、문화어경조종어용책략등재엄고영어중적운용。
Context is the base of pragmatic use and the key factor of sucessful communication.Contextual control pragmatical strategies are widely used in advertising English.From the perspectives of pragmatic use,social communication and culture,based on plenty of illustrations,the paper clarifies the application of contextual control pragmatical strategies to advertising English in aspects of certainty and uncertainty of deictic expressions,contextual pragmatical ambiguity or vagueness strategies,overlapping contextual strategies,contextual assumption strategies and culture contextual control strategies.