广告英语的语用策略分析
关键词 英文广告 合作原则 礼貌原则 互补关系
毕 业 论 文 外 文 摘 要
Title The Study of Pragmatic Principles in English Advertisements
Abstract
Cooperation Principle (CP) and Politeness Principle (PP) are two basic pragmatic principles in communication. There is complementary relation between them. The present paper aims to analyze how, by breaking down conventional and stereotyped language, English advertisers strategically observes or violates CP and PP to express the intentions of advertisers in different ways. The study also shows the complementary relation of these two principles in English advertisement.
Keywords English advertisement; Cooperation Principle; Politeness Principle; complementary relationship
Table of Content
1. Introduction...1
2. Cooperation Principle and Politeness Principle.1
2.1 Cooperation Principle..1
2.2 Politeness Principle..2
2.3 The Relation between Cooperation Principle and Politeness Principle...4
3. Cooperation Principle and Politeness Principle in Advertisement4
3.1 Advertising Examples of Cooperation Principle.5
3.2 Advertising Examples of Politeness Principle...9
4. The Relation of Cooperation Principle and Politeness Principle in advertisement..13
5. Conclusion....16
6. Bibliography17
1 Introduction
As a direct service medium of economy, advertising language is an important research subject in social pragmatics. The process of advertising is AIDA (Attention, Interest, Desire, Action). (Huang Guowen, 2001) The mission of advertisers, is using language to transmit information, which triggers interest and purchase desire of consumers, and finally prompts consumers to buy the advertised commodity in purpose. Through the use of language in advertising, the advertisers either follow or violate Cooperation principle and Politeness principle consciously or unconsciously to add the charm of advertisement so as to achieve their communication ends. This paper aims to investigate the way in which advertising subject strategically makes use of Cooperation Principle and Politeness Principle in order to persuade consumers to buy commodity.
2. Cooperation Principle and Politeness Principle
2.1 Cooperation Principle
To ensure conversations go smoothly, Grice (1967) noted that there is a tacit understanding between speakers. Any conversation should abide by a basic Principle, which is called the Cooperation Principle (CP). To be specific, Cooperation Principle requires every conversation participant to conform to the goal or direction in the whole process of talking. Cooperation principle promotes understanding and comprehension in order to ensure smooth conversation. But in fact, the rule is always broken. A speaker may intentionally break the rule resulting in the production of Conversational Implication. Across the surface of the discourse, people try to catch the real meaning. Cooperation Principle can be broken down into four particular
maxims that summarize particular assumptions about conversation.
Grice thought that Cooperation Principle was a structure with a general conception, so he pided it into four parts, which means that Cooperation Principle can be specifically embodied in following four rules:
1) Maxim of quantity
a) Make your contribution as informative as it is required for the current purposes of the exchange;
b) Do not make your contribution more informative than it is required.
2) Maxim of quality
Try to make your contribution one that is true.
a) Do not say what you believe to be false;
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