摘要

    如今，随着社会和经济的发展，广告已经成为社会文化的重要组成部分。它在生活，工作和娱乐等方面直接和间接地影响着人们。广告通过运用各种技巧，吸引购买者的注意，激起他们的兴趣，进而达到让他们消费最终实现盈利的目的。这一本质决定了英文广告语言必须具有说服力。合作原则是指导人们言语交际的基本准则。在英文广告语中刻意地违反合作原则可以产生一定的含义，达到广告商的宣传目的，实现广告效果。本文从语用学角度出发来分析英语广告故意违反合作原则的现象，以帮助人们了解广告商如何增加广告说服力和吸引消费者。

关键词： 合作原则；英文广告语；违反合作原则

Abstract

    Nowadays, with the growth of society and economy, advertisement has been an important part of the social culture. It has directly and indirectly affected people’s life, work, recreation, etc. Advertising makes use of all kinds of techniques to attract consumers’ attention, stimulate their interest, and then achieve the goal of helping advertisers to make profits. This nature requires that English advertising language must be persuasive. The Cooperative Principle is basic in guiding people’s oral communication. The violation of Cooperative Principle in the English advertising language can produce certain meanings, which leads to the advertisers’ promotional purposes. The thesis analyzes the intentional violation of the Cooperative Principle in English advertising language from the pragmatic perspective, and helps people to understand how the advertisers enhance the persuasiveness of the advertisements and attract consumers.

Key words: the Cooperative Principle; the English advertising language; violation of the Cooperative Principle

 Introduction

1.1 General Description
In modern society, the material civilization and spiritual civilization have been highly developed. Advertisements have spread quickly all over the world and affected people’s life directly. With the development of society and technology, there are various media for advertisements. As an essential component of a commercial market and the free enterprise system, advertising is going deeply into different parts of our life. Whenever we open the newspaper or magazines, turn on the TV or the radio, or look at the billboards in subways or on buildings, we are exposed to various advertisements.