小荷.pptVIP

Observance and Violation of Cooperative Principle in Advertisements 广告语中的合作原则的遵循与违反 Contents Brief introduction  A good advertisement is supported by the good advertising language. And this language not only expresses superficial meaning about goods, but also stimulates the consumers’ purchasing desire. Therefore, the successful advertising language should follow the cooperative principle in pragmatics, reflect the personality of goods, and express the theme of advertisement. However, sometimes the advertising language violates the cooperative principle for special purposes. Advertisements and cooperative principle Advertisements In modern society, the advertisements already influence each corner of everyone’s daily life completely. Advertisements is a one-way communicative behavior.（黄国文认为，广告交际也是一种交际行为，是一种“单向的交际行为”）And in the process of communication, the speakers (advertisers) tries to persuade consumers (listeners) to buy their goods. So they must follow cooperative principle. The advertisements aim at the cooperation between advertisers and consumers. If they have a happy cooperation, the advertisements can achieve good purposes. If not, they might be the other way around. Cooperative principle (four maxims) Cooperative principle was first proposed by Oxford philosopher Herbert Paul Grice. At that time, he suggested that there should be a set of assumptions guiding the conduct of conversation. And he also said “Make your conversational contribution such is required, at the stage at which it occurs, by the accepted purposes or direction of the talk exchange in which you are engaged”. And this principle is known as the cooperative principle. So let’s look at this principle in some details. The Cooperative Principle Maxim of quantity Maxim of quality Maxim of relation Maxim of manner Advertisements follow the  cooperative principle Quantity Good to the last drop.（滴滴香浓，意犹未尽） 吸烟是继战争、饥饿和瘟疫之后，对人类生存的最大威胁。 Quality The