会话含义理论在广告中的应用

The Application of the Theory of Conversational Implicature in Advertisement

作为一种特殊的言语交际行为,广告能否被消费者正确解读,对于商家而言至关重要。回顾了Grice提出的合作原则,从违反数量准则、质量准则、关联准则、方式准则四个角度,探讨了会话含义理论在广告语中的应用。

As a special form of speech communication acts, whether an advertisement can be interpreted appropriately is crucial to the producer, This paper reviews the Cooperative Principle put forward by Grice, discusses the application of the maxims of Quantity, Quality, Relation, and Manner in advertisement and provides a theoretical basis for the creation of advertisement.