Abstract

In pragmatic terms, advertisement is viewed as a uni-directional, public and goal-oriented communication between the advertisement producer and the audience, aiming to offer and persuade the consumers into purchasing the products or service. Pragmatic strategy is both a new and useful part of pragmatics, its combinations with Cooperative Principle, Speech Act Theory and Politeness Principle can be seen everywhere in advertising language. This dissertation attempts to analyze iPhone advertising language by Cooperative Principle strategy, Speech Act Theory strategy and Polite Principle strategy and thus tells the strengths and weaknesses of iPhone advertising language, furthermore, provides a new pragmatic perspective for advertisement discourse analysis.    

Key words : iPhone advertising language; pragmatic strategy; Cooperative Principle strategy; Speech Act Theory strategy; Polite Principle strategy

Contents

Abstract

摘要

1.Introduction1

2.Literature Review2

2.1 Definition of Pragmatic Strategy and Its Application in Advertising Language.2

2.2 Research Questions.3

3. Cooperative Principle Strategy Used in iPhone Advertising Language.4

3.1 Introduction of CP and Its Relation with iPhone Advertising Language4

3.2 Conversational Implicature Vs iPhone Advertising Language .5

3.2.1 Particularized Conversational Implicature Vs iPhone Advertising Language.7

3.2.2 Generalized Conversational Implicature Vs iPhone Advertising Language9 

3.3 Summary10

4. Speech Act Theory Strategy Used in iPhone Advertising Language.10

4.1 Austin’s model of Speech Acts..10

4.2 Illocutionary Force in iPhone Advertising Language11

4.3 Indirect Language Strategy in iPhone Advertising Language.13

5. Politeness Strategy Vs iPhone Advertising Language13

5.1 Face-management Politeness Strategies Vs iPhone Advertising Language13

5.1.1 Face-threatening Acts and iPhone Advertising Language14

5.1.2 Strategies of Doing FTAs and iPhone Advertising Language16

5.2 Implicatures of Politeness in iPhone Advertising Language and Politeness Principle Strategy .17

6. Conclusion20

6.1 Summary of the Study.20

6.2 Assumption Verification of the Study20

References.22