广告语违反语用学合作原则.doc

Professor Academic Writing August 25, 2015 Research on Violation of Cooperative Principle in Advertising Language from the Perspective of Pragmatics 1. Introduction Linguistics is widely used in our daily life. As a branch of applied linguistics, pragmatics plays an important role in various ways, of which the four maxims of cooperative principle is vividly demonstrated in advertising. English advertising is a special process of communication, the speaker is the advertiser and the hearer is the consumer. As we know, all the maxims are not followed by everybody all the time, that is to say both the advertiser and the consumer usually violate the maxims but they are aware of the violation in the common communication. In this special communication, the advertising language also should observe the cooperative principle to make the communicative language be appropriate, real, relevant, concise and straightforward. However this kind of advertisement is often unable to attract the attention of consumers, but those new unique English advertisements can draw the consumers’ attention. So these new unique English advertisements blatantly flout the maxims to make the consumers be aware of the violations and get the implicit meaning according to the literal meaning. Therefore the advertisers can make the consumers be interested in their products and stimulate the consumers’ desire for consumption and then ultimately achieve the purpose of advertisement. 2. Literature review First, literature from abroad. Speech act theory is proposed by British language philosopher 奥斯汀（J．L．Austin）创立的。1955 年，奥斯汀在美国J.L.Austin. In 1955, he gave a series of lectures in哈佛大学作了一系列讲座，讲稿于1962 年结集出 Harvard University, and later a book called “How to do things with words” was published based on his speech (Austin,1962). Speech act theory holds that a person 其实就是完成了三种不同的行为： 言内行为actually completes three different acts at the time of speaking: locutionary act（locutionary act）、言外行为（illocutionary ac