摘要
从美国语言学家格赖斯(1975)提出的"合作原则"(cooperativeprinciple)出发,通过分析众多优秀广告,指出广告商通过巧妙违反"合作原则"使广告产生"会话含意"(conversationalimplicature),增加广告的解码难度,因而增添解码情趣,以引起消费者的注意,最终达到出售所宣传产品或者服务的目的。
Based on Grice's cooperative principle, this paper makes an analysis of the conversational implicature in advertisement which results from the flout of the four maxims of the principle. Through the appropriate use of conversational implicature,advertiser is more likely to achieve his goal of drawing the readers' attention,stimulating their interest and desire and finally prompting them to purchase the target commodity or service.
出处
《太原理工大学学报（社会科学版）》
2005年第1期74-76,共3页
Journal of Taiyuan University of Technology(Social Science Edition)
关键词
会话含意
广告
合作原则
conversational implicature
advertisement
cooperative principle
