合作原则在广告英语中的运用

合作原则在广告英语中的运用
摘  要
                                         
随着我国社会经济的迅速发展，广告已经深入到各行各业及社会的各个方面，成为我们日常生活的一个重要部分。广告在促进商品销售，繁荣经济等方面起着不可估量的作用。本文作者通过分析合作原则在广告中的运用，加深人们对广告的认识。本文首先简要叙述了语用学中的一个重要理论——格赖斯的合作原则。虽然合作原则为人们的日常交流提供了一些准则，但是人们在交流的时候并不总是遵循这些准则。既而作者指出，除了合作原则的遵循，广告有时也会有意或无意地违背合作原则。造成这一切的原因在于广告的目的性——促进广告商品的销售。作者通过分析、引用和例证法分析了合作原则及其四个准则在广告中的具体运用。最后作者得出这样一个结论：合作原则在广告中的遵循和违背都能使广告更加成功，从而促进商品的销售，促进经济的发展。

关键词：合作原则，准则，含意，广告
Application of 
the Cooperative Principle in Advertising
                                                                   
 
ABSTRACT

With the rapid development of our social economy, advertising has pushed its way into all walks of life and every aspect of society, and becomes an important part of our daily life. Advertising plays an immeasurable role in promoting sales of commodities and in making our economy prosperous. Hence, the author of this thesis attempts to explore the making of advertisements by analyzing the rules of observing and the violation of the cooperative principle so as to help people have a further understanding of the advertising. The paper begins with a brief introduction to the cooperative principle, which is an important theory in pragmatics put forward by philosopher Paul Grice. Although Grice’s cooperative principle provides some norms for daily conversation, people do not always abide by them in their daily life. Then the author points out that besides abiding the cooperative principle, advertising sometimes has to violate the cooperative principle and its component maxims both consciously and unconsciously. The key point lies in the purpose of advertising: persuading consumers to purchase the advertised commodities. And the author demonstrates how the cooperative principle and its component maxims are abided and violated in advertisements by way of analysis, quotation and exemplification. In this way, the author comes to the conclusion that using the cooperative principle subtly can make advertisements more successful and thereby promote the sales of products and enhance the development of our economy.
Key words: cooperative principle, maxims, implicature, advertisement

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