摘要

在当今的商品经济社会，商业广告作为现代市场营销的主要手段之一无处不在，种类纷繁复杂，并且越来越渗透到消费者的日常生活与工作中，也越来越大的影响着消费者的生活观念与消费意识。现如今一则独特且具有代表性的商业广告不仅能够吸引广大消费者的注意，激发他们的兴趣与购买欲，给他们留下深刻的印象，最终促使其实施购买。反之那些欺骗广大消费者的护肤广告，在很大程度上，影响了广告的真实性，最终破坏了该产品与公司在消费者心目中的形象。最后，不仅没有达到获利的目标，还得不偿失，这让我们不得不去深思如何运用广告去积极地影响我们的日常生活生活。本文将以格莱斯所提出的合作原则理论为理论框架,以日常生活中的护肤品广告为实例, 讨论合作原则在护肤品广告中的作用,重点分析护肤品广告中的广告语违反各项合作原则而产生的会话含义。分析发现通过对合作原则的适当违反,护肤品广告可以更成功地吸引消费者的注意,并最终实现消费者与广告商的互赢。

关键词：合作原则，会话含义，违反，护肤品广告，广告语

Abstract

Nowadays, it is a society of commodity economy. As one of the main methods of modern Marketing, the commercial advertisements are here and there，and have a wide variety. With the development of our economy and social culture, the commercial advertisements have permeated into our daily lives deeply and deeply. What’s more, it has influenced our life concepts and consumer awareness wider and wider. In this increasingly severe marketing environment, the commercial advertisements have become a significant part in people’s daily lives. Advertisements attract the consumers’ attention, impress them deeply and promote them to buy their commodities just by their unique and professional methods. Oppositely, some advertisements failed in this market competition, just because of their inadequate usages of advertisements. And, to a great extent, they lie to the consumers, and even cause many complaints from the consumers. So，it will be a worth pondering problem for us to solve. This paper will use the cooperative principle as the theoretical framework. It focuses on the flouting of the Grice's Cooperative Principle in advertising language, which leads to the production of favorable implicature. In this paper, it concludes that adroit and purposeful violation of Cooperative Principle is a language art and helps to realize the advertiser’s goal of elaborating the persuasiveness in advertisements and enticing people to purchase the product.

Key words: cooperative principle; conversational implicature; violation; cosmetic urge; advertising language
   
1. Introduction
Nowadays, when people are having a communication, they usually violate one or two maxims of the cooperative principle just because of some specific reasons or special contexts. In this case, they do not express their opinions directly. This kind of violation of the cooperative principle may not cause the misunderstanding in communication. Oppositely it will create a special pragmatic meaning between the speakers and hearers. As a significant part of the commercial advertisements, cosmetic urge has it own market in today’s severe marketing competition, especially in female consumers. A unique and professional cosmetic urge can not only attract their attentions, but also can trigger their desires to buy. In this paper, it will take the cosmetic urge as the research object to analyse how the cosmetic urge violates the cooperative principle to create a specific conversational implicature.