Abstract
<p>As an independent discipline, pragmatics was through out thirty years’ development. It is also a young discipline. As a medium emerging commonly in advertising language art, humor has attracted wide attention of many producers. Previous scholars analyzed more from the perspective of grammar, vocabulary, rhetoric, etc. But the research of advertising language humor is lacking from the aspects of pragmatic rules. Our collection of data is quite open. Any advertisement that can be transcribed in to written form is our interest. They are excerpted from magazines, advertisement, collecting books, newspapers, TV and radio commercials. As we only focus on language humor, situational humor produced by visual performance is not involved this thesis. The advertising language art of humor has been widely paid attention. Based on the existing theories of humor research, author of this paper used many kinds of pragmatic theories to analyze English advertising humor language, and including reference, deixis, anaphora, presupposition, speech act theory, the cooperative principle, conversational implicatures, and the politeness principle. It can not only provide reference for the research of this field for later scholars, but also provide theoretical guidance for the AD makers of using humor language to produce a good advertising effect.</p>
Highlights
Any advertisement that can be transcribed in to written form is our interest. They are excerpted from magazines, advertisement, collecting books, newspapers, TV and radio commercials
As we only focus on language humor, situational humor produced by visual performance is not involved this thesis
With the rapid development of market economy the advertising language has become an important subject of pragmatic study because of the lively and powerful influence, humorous pragmatic way widely used in advertising
Summary
With the rapid development of market economy the advertising language has become an important subject of pragmatic study because of the lively and powerful influence, humorous pragmatic way widely used in advertising. Advertising is a kind of promotion, but it is a kind of special communication process. Seal developed the Austin’s speech act theory, and he believed that language is a communicative process consisting of one another speech acts. Who is in real need, talker in the implementation of a speech act would meet its intention to speaker in direct or indirect way. In advertising language, advertising marketing reflects humor with a direct or indirect way according to different psychological state of different objects and different occasions with different marketing purposes, so as to win the audience’s heart and better to achieve marketing purposes. Among the analysis the author uses the reference, deixis, presupposition in the micro-pragmatics and the indirect speech act, the cooperative principle and its maxims, conversational implicatures, the politeness principle, and the principle of optimal relevance in macro-pragmatics.
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