摘 要

  本论文以美国语言学家Grice提出来合作原则为基础，对英语广告中违反合作原则的现象进行探究。通过大量分析英语广告，作者发现，以违反合作原则来产生会话含义是当今英语广告措辞的一大特征。研究的结果也表明，英语广告通过违反合作原则也会带来更强更有说服力的效果。本文中，作者以自己的观点，全方位的解读合作原则，同时，合作原则本身也为分析英语广告带来了理论的支持。最后，本文也可以帮助消费者们在今后的购物中规避一些带有欺骗性的广告。

关键词：合作原则；英语广告；广告语言；违反
 
Abstract

The present paper deals with the violation atmospheres in English advertising on the basis of the cooperative principle (CP) proposed by American linguist philosopher Grice. By analyzing a large amount of English advertisement, the author finds out that producing implicature through violating the CP principle is a main feature of English advertising wording. The result thus conducted shows that advertisements can exert stronger and more persuasive effect by violating the CP. The author aims to provide an enhanced view on understanding CP comprehensively. Meanwhile, CP is also observed to afford several theoretical reference and guidance when analyzing special effect in English advertisements. And it’s of great help for customers to understand the implied meaning of ads so that they can avoid some deceptive ads when shopping.

Key words: The Cooperative Principles; English advertisement; advertising language; flouting; violation

Chapter 1 Introduction
In this chapter, the author will firstly give a literature review about advertising history. After that, a brief introduction is given to interpret what is advertising and advertising language. Finally, the author presents the organization of this paper, her writing purpose and thesis statement.
1.1. Literature Review
Advertising has a long history which can date back to 3000 BC, when the Sumerians invented pictograms scratched on clay tablets to represent sounds, ideas, as well as things, the early form of trading came into being. The modern advertising began at 17th century, when the British started their industry revolution; they experienced a boom in commercial activities. As a result, advertisements came out naturally and prospered as the competition became furious. At the same time, the research on commercial language and advertising also turned out to be as diversified as the real world.