CAJ | 학술논문

国内广告语用学研究已经取得不少阶段性成果。部分研究因种种原因将广告的生效错误地解读为受众自动实现自我说服的过程。这一误区在其他一些研究中则得到有效避免。事实上，多位语用学界重要学者均认识到广告在对受众进行说服的过程中所必然遭遇的抵制或阻抗，并主张将诉诸情感作为重要实现手段。对受众的有效“说服”以及受众在实际上遵循的“不合作原则”历来是西方修辞的基础观念设定。广告语用学研究的理论趋势与西方修辞相关核心思想的不期而遇，呼唤着两个学科“合作性竞争”局面的打开。
국내엄고어용학연구이경취득불소계단성성과。부분연구인충충원인장엄고적생효착오지해독위수음자동실현자아설복적과정。저일오구재기타일사연구중칙득도유효피면。사실상，다위어용학계중요학자균인식도엄고재대수음진행설복적과정중소필연조우적저제혹조항，병주장장소제정감작위중요실현수단。대수음적유효“설복”이급수음재실제상준순적“불합작원칙”력래시서방수사적기출관념설정。엄고어용학연구적이론추세여서방수사상관핵심사상적불기이우，호환착량개학과“합작성경쟁”국면적타개。
Among the existing pragmatic studies on advertisements in China,some presuppose that ad?vertisements can induce automatic self?persuasion by the audience,a mistake that is fortunately put right by others . Quite a few influential scholars of pragmatics have realized the inevitable resistance from the audience as advertisements seek to persuade them and therefore called for the appeal to emotion as a countermeasure. Persuasion and Non?Cooperative Principle have long been the fundamental theoretical underpinnings of west?ern rhetoric. The unexpected affinity that shows up between the two disciplines points to a promising prospect of their respective disciplinary reconstruction by means of “cooperative competition”.