合作原则的违反与公益广告幽默效果的产生.docVIP

浅析合作原则违反与公益广告幽默效果的产生 he Humorous Effect in Public Service Advertisement Based on the Violation of Cooperative Principle Abstract: In the late 20th century Grice proposes Cooperative Principle consisting of the maxim of quantity, the maxim of quality, the maxim of relation and the maxim of manner. The present study is a pragmatic analysis of humour in public service advertisement based on Grices Cooperative Principle. It is designed to illustrate that public service advertisement deliberately violates CP with the purpose of creating humour and transferring the ad theme effectively. Key words: Cooperative Principle; humour; public service advertisement 摘要: 著名的语言学家Grice提出的会话合作原则包含“量的准则”“质的准则”“关系准则”和“方式准则”四个方面的内容。本文利用合作原则对公益广告中的幽默效果进行语用学分析。试图说明公益广告有意识地违悖合作原则，以取得幽默的语言效果、实现公益广告的宣传目的。 关键字：合作原则；幽默；公益广告 Introduction Hang Guowen points out, Public service advertisement, which is designed to serve the public instead of making a profit, is also called public advertisement or service advertisement(309). A successful advertisement needs to conform to the AIDA regulations proposed by E. S. Lewis, which means Attention, Interest, Desire and Action (qtd. in Sun Liang 264). Obviously, this standard is also applicable to public service advertisement. In order to achieve AIDA, advertisers tend to regard creating humour as a useful medium in their ad originality. Cooperative Principle, which consists of four maxims -- the maxim of quantity, the maxim of quality, the maxim of relation and the maxim of manner, is firstly introduced by Grice in the late 20th century. Sometimes people flout these maxims for the needs of communication, in that case the conversational implicature generates． In recent years, many domestic and foreign scholars have paid much attention to humour, and they also have made significant contribution to it. Cooperative Principle is regarded as a guide to do research on conversation. However, there have been comparatively few researches relevant to