摘要
礼貌原则是言语交际中各个文化都应遵循的语用原则,是顺利进行言语交际的基础。公益广告是一种非盈利性质的公共服务广告,在弘扬社会道德、宣传责任义务和进行思想教育等方面发挥着重要作用。由于中英文化的差异,中西方对于公益广告语言得体的礼貌策略选择也会有所不同。因此,文章通过了解中英公益广告的发展概况及运作模式,并对中英公益广告用语的差异进行对比分析,探究礼貌原则在中英公益广告语中的应用规律,指出在公益广告正确运用礼貌用语的重要性。
Politeness principle is a pragmatic principle that every culture should follow in verbal communication,and it is the basis of successful verbal communication.Public service advertisement is a non-profit public service advertisement,which plays an important role in promoting social morality,publicizing responsibility and obligation,and carrying out ideological education.Due to the differences between Chinese and English cultures,the choice of politeness strategies for proper language in public service advertisements will also be different.Therefore,through understanding the development and operation mode of Chinese and British public service advertisements,this paper makes a comparative analysis of the differences between the two,explores the application rules of politeness principle in the Chinese and British public service advertising language,and points out the importance of using politeness in public service advertising correctly.
出处
《现代英语》
2020年第22期105-107,共3页
Modern English
关键词
礼貌原则
公益广告
差异对比
the Politeness Principle
public service advertisements
comparative study
作者简介
赵慧(1986~),女,汉族,河南周口人,三亚学院,讲师,硕士,研究方向为教学法、语言学、传播学。
