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he definition of “advertising”，according to the Definitions Committee of theAmerican Marketing Association (AMA)，is “any paid form of non-personalpresentation and promotion of ideas，goods or services by an identified sponsor,"Although these definitions are very specific and it clarifies clearly whatadvertising is, but meanwhile, it still has its drawbacks，because it doesn't mentionthat what is the advertising rely on to spread information of advertising. That is to say,it ignored the advertising media. Therefore it is necessary for a definitionwidely-accepted. Now the best recognized definition of advertising was Put forwardby Bovee，C. L.&Arens, W. F in 1989; Advertising is the nonpersonal communicationof information, usually paid for and usually persuasive in nature, about products，services, or ideas by identical sponsors through various media. (Bovee/Arens, 1989:5)
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2.2 Summary on the Study of Advertising
In this chapter, these different approaches to advertising language have beenanalyzed，and several most important concepts relate to advertising have beenexplored as well. As a special way of communication, advertising is a dynamicprocess of communication and has been long abandoned by scholars of discourseapproach and stylistic approach. Moreover, the thorough comprehension ofadvertising language is not merely a decoding process and it should be learned withthe context. All in all，the pragmatic approach may be one of the most ideal andpractical one to solve the problem of the economy of advertising analysis.Basically speaking, the pragmatics-oriented approach to advertising languageshould emphasize two feasible directions: first of all to follow the advertisers'inclinations beneath the (verbal and/or visual) discourse and to trail their persuasivestrategies. Moreover, to focus on the interpretive steps and inferences that theconsumer is assumed to go through to reach its optimal comprehension.
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Chapter Three Theoretical Framework......... 33
3.1 The Economy Principle in Pragmatic Field......... 33
3.2 Leech's Textual Pragmatics.........37
3.3 Research Framework......... 40
Chapter Four The Study on the Pragmatic Economy inAdvertising English  .........45
4.1 Phonological-related Pragmatic Economy......... 45
4.2 Word-related Pragmatic Economy......... 52
4.3 Sentence-related Pragmatic Economy......... 57
4.4 Personification, Exaggeration, Pun and Pragmatic Economy......... 64
4.5 Politeness and Pragmatic Economy of Advertising Language......... 68
4.6 Discourse-related Pragmatic Economy .........73
4.7 Cooperative Understanding of the Pragmatic Economy......... 77
Chapter Five Conclusions .........83
5.1 Major Findings .........    83
5.2 Significance of This Research .........  84
5.3 Shortcomings and Further Research .........85

Chapter Four The Study on the Pragmatic Economy inAdvertising English

4.1 Phonological-related Pragmatic Economy
Speech sound is a basic ingredient of the internal structure of language andspeech sound influences greatly the expression of thoughts. The Pragm本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。