合作原则视角下的英文广告用语研究

A Study on Advertising Utterances Under the Perspective of Cooperative Principle

广告早已成为商家推销其产品的重要手段,一则好的广告可以提高产品的知名度、扩大其销路,也对消费者的消费观起着引导作用。合作原则与广告用语的修辞和结构存在着紧密的联系,数量、质量和方式三个准则可阐述广告用语的特点,为广告撰写人撰写广告用语开拓思路。

Advertisement has been considered as a main tool for businessmen to market their products long time before.A good advertisement can raise awareness of the product,enlarge market and also can induce the consumption conception of customers.The cooperative principle has closed relationship with the characteristics of the rhetoric and structure of English advertising utterance.The characteristics of the advertising utterances can be elaborated by the quantity,quality and manner maxims of Grice＇s cooperative principle.It enlarges the thought of the advertising writer.English learners can also read this paper to grasp the characteristics of the rhetoric and structure of English advertising utterance.