合作原则的违反在广告语篇中的研究

The Study of Violations of the Cooperative Principle in the Advertising Discourses

随着社会发展、新技术的运用,广告对人们的生活产生了显著的影响。试从语用学的角度,以Grice的会话合作原则理论为基础,通过实例,分析讨论广告语篇中的合作原则中的四个准则的违反情况,即对量的准则、质的准则、关系准则和方式准则的违反情况进行分析。

With the development of our society and the use of new technology, advertisements have obviously influenced our life. From the perspective of pragmatics, on the basis of Grice＇s cooperative principle, this paper tries to analyze the violations of the four maxims, i.e. maxim of quantity, maxim of quality, maxim of relation, maxim of manner in the advertising discourses.