Cooperative Principle in Positioning Strategy and Creative Strategy of Beverage AdvertisingAbstract: This paper mainly researches into cooperative principle in positioning strategy and creative strategy of beverage advertising. First, it explains the conceptions of advertising and advertising principles and elaborates the origin of the positioning strategy and creative strategy of beverage advertising from cooperative principle and conversational implicature, that is, observance or violation of the cooperative principle. Then it shows the relationship between positioning and creativity and further demonstrates the association between cases of observance or violation of the cooperative principle and positioning and creativity. Finally, it reveals that the cooperative principle exists limitations in the actual use, which needs further research and improvement.Key words: cooperative principle; positioning strategy; creative strategy; beverage advertising
从会话合作原则看饮料广告的定位策略和创意策略
摘要:本文主要依据格莱斯的会话合作原则研究饮料广告中的定位策略和创意策略。本文首先阐明广告与广告原则的概念，以及从合作原则和会话含义的角度阐释了饮料广告定位策略与创意策略的来源，即合作原则的遵守与合作原则的违反所产生的会话含义；然后揭示了广告定位与广告创意的关系，并进一步从合作原则遵守与违反的众多案例指明其与广告定位策略和创意策略的紧密联系；最后通过会话合作原则在饮料广告的定位策略和创意策略的运用论证了合作原则在实际运用中还存有一定的局限性，其仍须进一步研究并加以完善。
关键词：合作原则；定位策略；创意策略；饮料广告
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