幽默广告语“不合作”现象探析

Research on “Violation of Cooperative” Principle in Humorous Advertising Language

幽默是用以激发顾客对广告做出正面回应最广泛使用的方法之一,能降低受众抵触情绪,提高产品知名度以及提高产品美誉度。通过违反合作原则,让消费者产生联想或借助语境,体会言外之意,从而使得广告幽默风趣,令人印象深刻。因而,广告从业者应将幽默作为广告战略而非简单的诉求手法加以运用,从而与消费者进行有效地交际,提升顾客对产品的喜爱度,更好地接受产品。

Humorous appeal is one of the most widely used methods to motivate customers＇ positive attitude towards advertisements. It can reduce customers＇ resistance and enhance products＇ popularity and reputation. Advertisers should use humorous appeal as an advertising strategy rather than a simple approach of appeal; meanwhile, they should adapt to consumers＇ physiological demands and social world by observing the principle of adaption, thus communicating effectively with consumers and enhancing their affection for products.