Abstract
Based on conversational implicature coined and improved by Grice H.P and Levinson C. Stephen, this paper takes American advertisements as materials to analyze conversational implicature occurring in American advertisements. This paper will, according to Levinson C. Stephen’s theory, explain the reasons why conversational implicature appear as well as its characteristics. The detailed information will be further elaborated by use of the three principles in conversational implicature by Levinson, namely “Q-Principle”, “I-principle” and “M-principle”. Meanwhile this paper studies how American advertisements take advantage of conversational implicature to evoke consumers’ imagination and arouse their desire of consumption. This paper is expected to help people better recognize hidden information behind advertisements and further understand the guiding mode of advertisements.
Keywords   conversational implicature    American advertisements slogans guiding mode

本文以美国广告语为研究对象，以Grice. H P与 Levinson C. Stephen的会话含义理论为研究基础，以理论结合分析的方法，试图对美国广告语中的会话含义现象进行分析。依据Levinson C. Stephen的新格莱斯理论，本文研究了所选美国广告语中的会话含义及该现象产生的原因和使用特点，并结合美国广告语着重对其中的三大原则，即“数量原则”、“信息原则”、“方式原则”进行具体分析。同时，本文还分析了美国广告语如何利用会话含义引起消费者联想, 刺激购买者消费欲望,使人们能够更好地认清广告背后隐藏的信息、挖掘广告的引导模式。
关键词  会话含义   美国广告语   引导模式

With the appearance of commercial activities in society, merchants have begun to take advantage of various methods or tactics for sake of evoking people’s consumption intension so as to increase their own profits. Then advertisement was born as a propagandistic method, occupying the most important position among the commercial business. Along with the development of society and human civilization, modern advertisements have jumped out of the original pattern, absorbing some elements prevailing around the world. Nevertheless, for any kinds of advertisements, the “advertising slogans” are always serving as the center. It has been proved that novel and concise slogans can more efficiently draw consumers’ eyes and be deeply rooted in people’s brain. Customers are gradually diverting their attention to the effects of advertisements but commodity itself, so this is also the reason why modern consumers are called “advertisement consumers” instead of “commodity consumers”. Therefore, slogans or advertising language in modern advertisements, in accordance with consumers’ appetite, have generated a number of interesting traits and changes.