格莱斯会话含义理论在中英文广告语篇中的应用

The Application of Grice's Conversational Implicature in Chinese and English 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。本文回顾了Grice提出的合作原则,从广告语篇遵守和违背合作原则的角度,探讨了会话含义理论在中英文广告语中的应用。

As a special act of verbal communication,whether an advertisement can be interpreted appropriately is of great importance to the producer.This paper reviews the principles of cooperation proposed by Grice,makes a probe into the observation and violation of advertising language of Cooperative Principle,and explores the application of Conversational Implicature in advertisements.