中英商业广告语的合作原则违反现象分析  

An Analysis of the Violations of Cooperative Principle in Chinese and English Commercial Advertising

作　　者：刘鑫[1] 

机构地区：[1]河北大学外国语学院,河北 保定

出　　处：《现代语言学》2024年第7期797-803,共7页Modern Linguistics

摘　　要：商业广告是引导消费者购买商品的重要手段,已经渗透到人们生活中的各个角落。本研究以语用学中会话含义理论和格莱斯的合作原则为理论基础,通过分析一些违反合作原则的商业广告语案例,揭示违反合作原则的商业广告特点及其意外交际效果。同时,从消费者、广告商、社会、国家四个维度提出目前商业广告语存在的不足与改进策略,旨在促进理性消费,规范广告市场,推动广告业健康有序发展。Commercial advertising is an important means to guide consumers to purchase goods, and has penetrated into every corner of people’s lives. Based on the theory of conversational implicature in pragmatics and Grice’s cooperative principle, this study reveals the characteristics of commercial advertisements which violate the cooperative principle and their unexpected communicative effects by analyzing some cases of commercial advertisements that violate the cooperative principle. At the same time, from the four dimensions of consumers, advertisers, society and country, this paper puts forward the shortcomings and improvement strategies of the current commercial advertising language, aiming at promoting rational consumption, regulating the advertising market and promoting the healthy and orderly development of the advertising industry.

关 键 词：广告语 会话含义 合作原则 合作原则的违反 

分 类 号：G63[文化科学—教育学]