商业广告语言中的合作原则

On the Cooperative Principle in the Commercial Advertising Language

广告在现实生活中扮演的角色越来越重要,从语用学的角度来看,广告是一种具有劝说性的言语行为,其根本目的是宣传商品特点,树立品牌意识,说服消费者接受产品并最终实现购买行为。广告语言对合作原则的遵守可以便于消费者理解接受,更好地实现其推销产品的目的;而广告语言违反合作原则则会产生会话含义,从侧面吸引消费者,实现购买行为,达到其广告效果。

In the modern society, advertising plays an increasingly important role in daily life. Advertisingis a special kind of communicative behavior. From a pragmatic point of view, advertising is a kind of persuasivespeech act, and its fundamental purpose is to promote the product features, establish brand awareness, and per-suade consumers to accept products and purchase the commodity ultimately. The compliance of the cooperativeprinciple in advertising language can be easier for consumers to understand and accept, and achieve the goal ofselling; the violation of cooperative principle in advertising language will produce conversational implicature, at-tracting consumers in another way to purchase products.