摘要

随着经济的发展，广告作为一种信息传播方式，日益流行并成为人们日常生活中不可缺少的一部分。作为生产商和消费者之间沟通的渠道，广告一直吸引着消费者的目光。广告的成功与否主要取决于广告语的应用。本文从Leech的礼貌原则入手，采用定性的研究方法，通过分析英文报刊杂志广告，探讨了违反礼貌原则的英语广告语的语用效果。本文为英语广告语研究者提供了一定的参考价值，也为消费者了解广告语如何将礼貌原则作为一种语言策略来达到吸引消费者的目的提供方便。

关键词：利奇；礼貌原则；英语广告语；语用效果

Abstract

With the development of the economy, advertising, as a means of information transmission, has become more and more popular and even the essential part of human daily life. Advertising is a kind of communicative channel between manufacturers and customers, which is used to attract more consumers. The success of advertising depends on the application of advertising language. Beginning with Leech’s Politeness Principle and adopting the qualitative approach, this paper investigates many newspaper and magazine advertisements to analyze the pragmatic effects produced by flouting the Politeness Principle. This paper not only provides English advertising researchers with some reference value, but also provides consumers with facility of realizing how advertising English uses the flouting of Politeness Principle as a language strategy to achieve the goal of attracting the customers.

Key words: Leech; Politeness Principle; English advertising; pragmatic effects