从语用学角度分析广告的说服性

Cooperative Principle and Persuasiveness of Advertisements

本文从语用学角度分析广告,将广告看作一个动态的交际过程,而不是一种孤立、静态的产物。广告主通过对合作原则公开、有意地违反,以间接的方式传递信息,消费者能够越过话语表层意义推倒出会话含义。这一违反打破了语言的常规模式,生成了各种修辞技巧,从而对消费者产生认知效果、情感效果和行为效果,最终完成说服目的。

This paper is a pragmatic study of advertisement regarding advertisement as a dynamic communication rather than a static product. Advertisers impart information in an indirect way by openly and intentionally violating CP. Consumers can infer the conversational implicature on the basis of the literal meaning. The violation of CP breaks down the conventional and stereotyped language, and simultaneously generates various rhetorical devices. These rhetorical devices are helpful to bring consumers three communicative effects including cognitive effects, emotional effects and psychomotor effects and to fulfill the ultimate objective of persuasiveness.