合作原则在广告语中的应用.ppt

Class 2 艾雨薇 胡青青 李丽菲 刘雪梅 What?In order to achieve the purpose of giving publicity to the commodity, advertisers make great efforts to make the advertising language creative and convincing, thus arouses the desire to purchase of consumer. This paper from the pragmatic perspective to explore the intentional violation of cooperation principle in English advertisement, which makes the advertising language unique and original, thus attracts consumers attention, arouse their desire to purchase, and finally reach the purpose of advertising. (1) The maxim of quantity Requirements: a. Make your contribution as informative as is required(for the current purposes of the exchange). b. Do not make your contribution more informative than is required. Violation in advertising The different consumers have different demands, the advertising company can’t introduce all aspects of their goods or services. In order to achieve the advertising purpose and leave more leeway for themselves, advertising companies usually against the maxim of quantity. (2) The maxim of quality Requirements: a. Do not say what you believe to be false. b. Do not say that for which you lack adequate evidence. Violation in advertising In order to advertise goods better, the merchants often exaggerate the goods in advertisement. To avoid the advertising being voted down by consumers, the merchants often use fuzzy words to escape responsibility, and in this way, the advertisement achieves the purpose of attracting the attention of the customer (3) The maxim of relation Requirement: Be relevant. Violation in advertising If advertising discourse is too straightforward, sometimes it will cause consumers negative mentality. Do not state the predetermined meaning, but make consumers realize personally, it will strengthen advertising persuasiveness. Merchants will make a phenomenon of evading the question by changing the subject through violating the maxim of relation (4) The maxim of