浅析英语广告语中违反合作原则的用意与效果

A Study on the Violation of Cooperative Principle in English Advertising

摘要

格赖斯（H.P.Grice）提出的“合作原则”是言语交际中的重要准则之一。而广告作为一种特别的交际方式,逐渐成为现代人日常生活中的一个重要部分。日益激烈的商业竞争使得一些广告商大胆创新，在英语广告中故意违背合作原则，力求取得意想不到的宣传和销售效果。

本文主要选取相关英语广告语实例，包括经典英语广告语与新型英语广告语，在格赖斯的会话合作原则的理论基础上，结合广告宣传特性AIDA模式，分析英语广告语违反合作原则的用意以及效果的产生。本文试图在增强语言学习者的理解能力的同时也给广告设计者提供良好的设计建议，并且帮助消费者更好地理解英语广告的隐含意义，增强识别欺骗性广告的意识。

研究表明，英语广告语中违反合作原则而产生隐含意义促成了消费者反向思考和分析行为，将原本看似单向的交际行为变得动态且灵活，是英语广告设计的一大特色。

关键词：英语广告；合作原则；违反；AIDA

Abstract

The "Cooperative Principle" proposed by H.P. Grice is one of the important criteria in verbal communication. Advertising, as a special kind of communication, has gradually become an important part of the modern people in our daily life. The increasingly fierce commercial competition impels some advertisers to make adventurous innovations by deliberately violating the cooperative principle in English advertising, so as to achieve expected effects of publicity and sales. 

The author selects some relevant English advertisements , including the classic ones and new ones. Based on the theory of cooperative principle and combined with AIDA model, a characteristic of advertising, the paper has an analysis of English advertisements about its violation of the cooperative principle and the resultant special effects. It will not only enhance language learners’ comprehension but also provide good suggestions to advertisers. More importantly, it can help consumers better understand English advertisements and raise awareness of deceptive advertisements. 

The result shows that the deliberate violation of cooperative principle in English advertising will produce the implied meaning whose interpretation requires consumers’ deep thinking and attentive analyzing. It turns the seemingly unidirectional communication behavior to a dynamic and flexible one, which is one of the major characteristics of English advertising design.

Key words: English advertising；Cooperative principle; violation；AIDA