语用学视角下广告语违反格莱斯合作原则的探析

Research on Violation of Cooperative Principle in Advertising Language from the Perspective of Pragmatics

一则广告语要想从广告海洋中脱颖而出,让观众记住,必须有其特点,必须给人以美的享受,这样才能打动观众的心,让观众在不经意间注意到广告,进而购买产品。语用学是研究语境的学科,该文主要对广告语违反格莱斯合作原则进行探究,解释了广告语违反合作原则的效力,从而进一步探讨会话含义理论在广告语中的运用。

In order to stand out from the sea of advertising,an advertisement needs to be special and beautiful.In this way it can move the audience in an unconscious way and then make the audience buy their products.Pragmatics is a discipline studying context,and this article is mainly researching on the Grice’s violation of cooperative principle to explain the effect of the violation of CP and to further discuss the application of conversational implicature in advertising language.