合作原则的违反与英语广告幽默

摘      要
广告，作为一种重要的信息交流手段，已渗透到生活的各个领域。随着社会经济联系的日益密切，这种影响将逐步增强。广告通过各种手段，以引起受众注意，激起其购买欲望。因此这一特性要求广告制作者运用各种语言技巧，吸引受众，从而达到其广告的最终诉求。
广告具有幽默风格，不仅有利于滋养受众的心灵，而且能增强广告的说服力。因此，近些年广告商越来越重视广告词的制作。
本文旨在从对格赖斯的合作原则的违反角度分析英语幽默广告的产生。本文还从文化、社会和心理角度对英语幽默广告进行分析。作者采用定向性的案例分析研究方法。本文指出为实现广告商的最终诉求，制作幽默的广告以引起受众注意是非常必要的。

关键词:英语广告；幽默；合作原则；违反

Abstract
Advertising, as an important means of information exchange, has penetrated into every aspect of life. Moreover, with growing economic and social contacts, this impact will be gradually expanded. Advertising adopts a variety of methods to attract audience’s attention, arouse their desire to take action. Therefore, this feature requires advertising language unique and more persuasive.
Advertising has been paid more and more attention by advertisers in recent years. A good advertisement should be humorous to a certain degree so that it can attract audience’s attention. Advertising of the humorous style is not only conducive to relish audience’s mind, but also improves the persuasive power.
This thesis aims at analyzing the advertisers' violating one of the maxims in cooperative principle from the perspective of pragmatics aspect. As a result, humorous effect is achieved in English advertising. This thesis also further explores the factors that affect the persuasiveness of advertising in terms of the culture, society and psychology. The author makes a qualitative case study as the research method and a conclusion is arrived at that in order to achieve advertisers’ intention, humorous advertisements should be created to attract audience’s attention.

Keywords: English advertisement  humor  cooperative principle  violation

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