会话含义理论在广告中的运用(英文)

The Application of Conversational Implicature in Advertising

会话含义理论是语用学里面十分重要的理论,是由美国语言学家格莱斯提出的。格莱斯创造了 "含义"这个术语用来表示那些没有说出来的但是可以被理解的额外信息。这种信息只有当说话者和听话者共同遵守一些规则的时候才能被理解,而这些规则就是合作原则。合作原则一共有四条准则: 数量,质量,关联,方式。本文采用的是语用学的角度,运用会话含义理论来分析广告语言。通过分析,本文认为,广告者有意在广告中违反合作原则的四条准则来使广告达到更好的效果。广告者在广告中有意识或无意识的运用合作原则的原因也会被浅略地分析。作者在分析了会话含义理论的运用之后讨论了三个原因来使我们更好地理解会话含义理论的运用。

Conversational implicature is a key theory in pragmatics,and it was proposed by American linguist Grice. Grice coined the term'implicature'to indicate the additional information which is not said but can be understood if the speaker and the hearer share some assumptions which are known as cooperative principle,with four maxims: quantity,quality,relation,and manner. This paper will take a pragmatic view to analyze the advertising language by using conversational implicature theory. Through the discussion,it is believed that the advertisers intentionally violate the maxims of cooperative principle to get a better effect. The motives of the application will also be briefly discussed in order to get an understanding of why the advertisers apply,consciously or unconsciously,the conversational implicature. Three reasons are discussed after the analysis of the application of the theory in advertising.