How to Write an Effective Advertisement:A Pragmatic Perspective  

作　　者：王晓雯[1] 

机构地区：[1]广东外语外贸大学英语教育学院

出　　处：《读与写（教育教学刊）》2014年第3期2-4,共3页Read and Write

基　　金：广东外语外贸大学青年科研项目(编号11Q20)"语料库辅助的语类侵殖研究--售书广告对书籍序言的语类侵殖";广东外语外贸大学2012年度青年教研项目资助

摘　　要：Grice’s Cooperative Principle(CP),as one of the most important theories in pragmatics,is a tacit agreement between speakers to follow the same set of conventions("maxims")when communicating.As advertising is first and foremost a communication,it is necessary for us to study it from the perspective of Cooperative Principle.This paper aims to explore the writing principles of effective advertisements under the guidance of Cooperative Principle.Advertisers need to take into consideration the four maxims of Cooperative Principle,namely,the Maxim of Quantity,the Maxim of Quality,the Maxim of Relevance,and the Maxim of Manner in his writing.Grice＇s Cooperative Principle（CP）, as one of the most important theories in pragmatics, is a tacit agreement between speakers to follow the same set of conventions（＂maxims＂） when communicating. As advertising is first and foremost a communication, it is necessary for us to study it from the perspective of Cooperative Principle. This paper aims to explore the writing principles of effective advertisements under the guidance of Cooperative Principle. Advertisers need to take into consideration the four maxims of Cooperative Principle, namely, the Maxim of Quantity, the Maxim of Quality, the Maxim of Relevance, and the Maxim of Manner in his writing.

关 键 词：COOPERATIVE PRINCIPLE ADVERTISEMENTS GRICE 

分 类 号：H319[语言文字—英语]