会话含义在英文著名品牌广告语中的应用

The Application of Grice's Conversational Implicature in Advertising Slogans of English Famous Brand

通过大量的世界著名品牌广告语的分析,探讨了会话含义在英文广告语言中的重要作用。运用故意违背合作原则,采用新奇的表达方式,使得著名品牌广告语言具有丰富的言外之意,从而达到了最大的广告宣传效果。这可以为广告语言创造提供一定的理论基础,具有一定现实意义。

Through the analysis of a substantial number of world famous brand advertising slogans, the paper makes an attempt to probe into the application of conversational implicature practiced in English ad- vertising language.Via the violation of conversational implicature on purpose, the advertisments of famous- branded products employ an original and exceptional mode to enrich itself with implied meanings, which thereby maximizes the advertising comercial effect. Simutaneously all of the analyses could provide a theoret- ical basis for creation of advertisement with certain practical siznificance to some extent.