摘要

本文在格莱斯的合作原则理论指导下，基于国外运动品牌广告语的语料，通过分析国外运动品牌广告商在撰写广告语时对合作原则的四个准则的遵循与违反来分析对产品宣传带来的效果以及对广告商的建议。本文得出的结论是不论是违反还是遵循合作原则，都能对产品的宣传起到一定积极的影响。由于以往将合作原则应用于国外运动品牌广告语的研究较少，本文有望丰富合作原则的应用方面，从而能够给研究与本文相同或类似方面的后者提供借鉴。

关键词：合作原则；运动品牌广告语；遵循与违反

CONTENTS

1. Introduction1

2. Literature Review and Theoretical Framework2

2.1 Overview of Cooperative Principle

2.1.1 Brief Introduction of Cooperative Principle

2.1.2 Four Maxims in Cooperative Principle

2.2 Previous Studies on Cooperative Principle

2.2.1 Studies on Cooperative Principle Abroad

2.2.2 Studies on Cooperative Principle at Home

3. Analysis of Foreign Sports Brand Advertisement Slogan Based on Cooperative Principle.4

3.1 Analysis from Maxim of Quantity

3.2 Analysis from Maxim of Quality

3.3 Analysis from Maxim of Relation

3.4 Analysis from Maxim of Manner

4. Conclusion8

Bibliography

Acknowledgements