Abstract
The present paper studies the problem of inappropriateness concerning brand names and advertising from the perspective of speech act appropriateness by resorting to pragmatic theory. We hold that the inappropriateness problem with regard to the speech acts of brand names and advertising lies in the following. First, it reflects the unhealthy sides of social ethics and cultural values. Second, it shows the distortion of the speech contents and the indiscreetness of speech acts. Third, it also breaches the common norms of language use. In view of the above problems, we analyze a large number of typical examples. And at the same time, we analyze and have a comparative study of our views and other related viewpoints.
| Keywords: | brand name; advertising; appropriateness; pragmatic analysis |
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