汽车广告中合作原则的违反-从修辞角度分析_英语论文

On the Violation of Cooperative Principle in Car Advertisements — From a Rhetorical Perspective

摘要

如今，广告已经渗透到人们生活的方方面面。汽车广告，随着人们生活水平的提高，已变得日益重要。为了打动潜在消费者，劝说他们购买广告中的汽车，广告商使用各种广告手段，其中通过修辞手段违反合作原则来达到广告效果是其中一个重要和有趣的方式。合作原则包括四个准则，即数量准则，质量准则，关系准则，方式准则。修辞则是增强语言艺术效果的重要途径之一。

本文从修辞的角度讨论中英文汽车广告中违反合作原则的现象，结合具体实例对违反合作原则的一些修辞手法如夸张，双关，隐喻进行分析，并探讨英汉汽车广告中使用修辞手段违反合作原则时可能出现的一些问题，并提出相关意见，以期对中国汽车广告商设计更好的汽车广告有所帮助。

关键词：汽车广告；合作原则；修辞；违反；建议

Abstract

Nowadays, advertisements have penetrated into every aspect of people’s lives. And car advertisements, with the improvement of people’s living standard, have gain increasing importance. In order to impress potential consumers and persuade them to buy the advertised cars, advertisers use a variety of advertising means in car advertisements, among which violating Cooperative Principle through rhetoric is an important and interesting way to achieve the desired effect. Cooperative Principle includes four maxims which are quantity maxim, quality maxim, relation maxim, manner maxim. And rhetoric is an important way to enhance artistic effect of language. 

This thesis attempts to discuss the violation of the cooperative principle from the perspective of rhetoric in English and Chinese car advertisements, in which some rhetorical devices such as pun, hyperbole, and metaphor are analyzed with detailed examples. And some violation problems are also discussed and some suggestions to solve these problems are provided, hoping to be helpful for the Chinese car advertisers to produce better car advertisements.  

Key words: car advertisements; Cooperative Principle; rhetoric; violation; suggestions