摘  要

广告作为一种社会文明，在人类的社会生活中发挥着不可替代的作用，它不仅贯穿于经济生活的各个方面，也影响着人们的消费观念，消费模式和社会价值观。从语用学角度来看，广告是一种特殊的语言交际行为。为了更好地达成这种交际功能，广告设计者必须从更深的角度去剖析和阐述它们的语用意义，从而把语言的有效性和创造性施展得淋漓尽致。本文尝试从语用学视角出发，以格赖斯语用原则中的合作原则作为理论，用举例说明的方法具体分析了合作原则下广告的不同交际功能，探讨了在英语商业广告中，广告商如何利用这些原则来发挥广告的交际功能，引起消费者的注意，达到出售商品的目的。本文旨在为人们研究在合作原则下广告如何实现交际功能提供一些启示。

关键词：英语商业广告；语用学；交际功能

Abstract

As a pattern of social civilization, advertising plays an irreplaceable role in social life, it not only runs through all aspects of human economic life, but also has a great influence on people’s consumption concept, consumption forms, and social values. Advertising is a unique speech act from the perspective of pragmatics. To reach this speech act function, advertising designers need to analyze the pragmatic meanings of the advertisings from a deeper perspective and show the language’s creativity and validity directly to the people. This paper attempts to use some typical examples and combines Grice’s cooperative principle from the perspective of pragmatics to analyze the different communication functions of English commercial advertising under the cooperative principle, it also discusses how the advertisers use this principle to achieve the communication functions, arouse consumers’ attention and sell their goods. This thesis intends to provide some enlightenment for other researches to make further study on the communication functions of English commercial advertising under the cooperative principle.

Key words: English commercial advertising; pragmatics; communication functions