Abstract

    In modern society, advertising has been an indispensable part in people’s daily life. Advertising is of high business value with words, grammatical, and rhetorical features. The unique character of advertising attracts a number of language scholars to do research on it. These scholars try to study the cause and features of advertising from various aspects of linguistics. However, this paper focuses on analysing the conversational implicature in advertising. This paper mainly discusses the application of the maxim of quantity, the maxim of quality, the maxim of manner, the maxim of relation in advertising and analyzes the results from violating cooperative principles and how the audience understands the implicature of advertisements.

Key Words: conversational implicature  cooperative principle  English advertisements
 
摘 要

现代社会中，广告已成为人们生活中不可或缺的部分。广告文体是一种具有较高商业价值的实用文体，主要由词汇、语法、修辞等体现。广告语言独具一格的特色吸引了大量语言研究者从语言学的各个层面来研究广告的成因和特点。而本文运用会话含义理论从一个全新的视角来分析广告语篇中存在的会话含义以及广告如何运用会话原则来达到劝服消费者的目的。本文探讨了广告语违反合作原则中数量准则、质量准则、关联准则、方式准则产生的会话含义以及广告受众是如何理解广告语的言外之意的。

关键词：会话含义 合作原则 英语广告

1 Introduction
    Advertisements can be seen in every corner of the world as one of the most important way for sales promotion. The audience always have a strong impression on good advertisements because they are creative and memorable. Meanwhile, creative advertisements can improve product popularity and assist merchants to gain more profits. However, the style of advertisements is various, some are brief, and some are profound. The transmission of advertisements primarily relies on language. Therefore, many linguists have done researches on advertising language. Advertising language distinguishes itself with the ultimate aim to persuade consumers to take a purchasing action, so, making a study of advertising language  is of great importance in linguistic field. Advertisement is naturally affected by a variety of cultural factors as a product of social economic development. With its selected words, grammatical, and rhetorical features, advertisement successfully catches scholars’ eyes. Many scholars attempt to analyze advertisements from different aspects of linguistics, focusing on linguistic features, translating approaches, application of figure of speech, etc. This thesis tries to make a further study of English advertisements in light of conversational implicature theory provided by Grice.