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Modern Linguistics 2022
浅析法语广告语的特殊会话含义
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Abstract:
广告，作为一门沟通的艺术，是产品与消费者沟通的桥梁。广告语不仅要突出产品特性，更重要的是要达到调动消费者购买欲，促进产品销售的目的。本文在会话含义理论范畴内对法语广告语违反合作原则的现象进行分析，探究了广告语中蕴含的特殊会话含义及其要达到的效果。这不仅可以使我们能够更好的理解和欣赏语言本身，还可以为广告语的创作提供一定的理论依据。
Advertising, an art of communication, serves as a bridge between products and consumers. The advertising language should not only highlight the characteristics of the products, but also help achieve the purpose of arousing consumers’ desire to buy the products and promoting the sale of products. Based on conversational implicature theory, this paper analyzes the phenomenon of violation of cooperative principle in French advertising language and explores the special conversational implicature contained in advertising language and its desired effect. This not only allows us to better understand and appreciate the language itself, but also provides some theoretical basis for the creation of advertising slogans.
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