摘要

婴儿产品英语广告相对于其他广告更注重互动性与理解性的结合, 但大多数广告商运用修辞技巧增加了广告趣味性，却忽视了会话隐含意义的可理解性和可信度。本文对婴儿产品英语广告违背合作原则的隐含意义与效果进行了案例分析。为了验证案例分析的有效性，本文将广告推广AIDA模式与婴儿产品广告特有的语篇特征相结合，提出了验证的三大维度，分别是语言的生动性、场景化构建、理性诉求。在合作原则的框架下，基于三大验证维度，本文从案例分析中发现：(1) 在违背数量准则的情况下，使用反语等直接的修辞手法和直击婴儿产品使用痛点的描述，有助于知名度低的婴儿产品广告作推广。(2) 在违背质量准则的情况下，关于专家权威等安全性的阐释可助广告提高可信度。(3) 在违背关联准则的情况下，根据时间等逻辑顺序描述产品与父母孩子的关系，可激发读者深入理解产品的兴趣。(4) 拟声词和模仿婴儿行为的对话方式违背了关系准则，却可以激发读者想了解产品的欲望。

关键词：合作原则  婴儿产品广告  AIDA模式

Contents

Abstract i

摘  要 ii

Chapter One  Introduction 1

1.1  Research Background 1

1.2  Research Objective and Significance 1

1.3  Data Collection 3

1.4  Research Methodology 3

1.5  Structure of the Thesis 4

Chapter Two  Literature Review 6

2.1  Previous Study of Analyzing Advertisements on Cooperative Principle 6

2.2  Approaches to Analysis on Baby Product Advertisements 7

2.3  Summary of Literature Review on Baby Product Advertisements 8

Chapter Three  Theoretical Framework 9

3.1  Introduction 9

3.2  Main Principles of Cooperative Principle 9

3.2.1 Maxim of Quantity 9

3.2.2 Maxim of Quality 10

3.2.3 Maxim of Relevance 10

3.2.4 Maxim of Manner 10

3.3  AIDA Formula 10

Chapter Four  Analysis of Baby Product Advertisements and Case Study Based on Cooperative Principle 12

4.1  Analysis of Baby product Advertisements on AIDA Formula 12

4.1.1 Particular Features of Baby Product Advertisements 12

4.1.2 Dimensions for Qualifying Baby Product Advertisements 14

4.2  Case study on Baby Product Advertisements 16

4.2.1 Violation of Maxim of Quantity 16

4.2.2 Violation of Maxim of Quality 21

4.2.3 Violation of Maxim of Relevance 23

4.2.4 Violation of Maxim of Manner 27

4.3  Suggestions for Advertisers 29

Chapter Five Conclusion 31

5.1  Major Findings 31

5.2  Limitation 33

Bibliography 34

Appendices 35

Acknowledgements  36