摘要

作为一种信息传播的重要媒介，广告语被要求应该具有极强的感染力和号召力，能在较短的时间内清晰、准确地表达所要传递的信息，带给消费者以美的享受并刺激其购买欲望。为了达到推销商品的目的，广告主有时会运用故意违反"合作原则”的策略，包括量的准则的违反、质的准则的违反和关系准则的违反，误导消费者甚至欺骗消费者。本文以Grice的合作原则为基础，对英文广告实例进行研究，剖析其后暗藏的欺骗性，本文旨在帮助消费者理性解读商品广告，提高警惕以避免上当受骗。

关键词: 英语广告；合作原则；违背；欺骗性

Abstract

As an important media of information dissemination, advertising language is asked to have extremely strong persuasive power, which can express the needed information clearly and accurately in a short time, bring consumers a feeling of beauty and spur their purchasing desire. For the purpose of increasing sales, advertisers may deliberately mislead and cheat the consumers by violating the cooperative principle and its maxims of quality, quantity, relation and manner on purpose. This thesis that is based on the violation of Grice’s cooperative principle analyzes the examples of English advertisements and unmasks their invisible deception, with the aims to help people to be vigilant and rational when exposing themselves to various advertisement.

Key words: English advertisement; cooperative principle; violation; deception.