从修辞角度论英文汽车广告中违反合作原则现象_英语论文

On the Violation of Cooperative Principle of   English Automobile Advertisements from the Rhetoric Perspective

摘要

随着经济的发展，生活水平的提高，汽车已经从一种奢侈品变成了普通大众的代步工具。英文汽车广告作为连接企业和消费者的纽带在宣传阶段起到了至关重要的作用。英文汽车广告大多巧妙的运用修辞等技巧使语言变的简洁，优美并充满吸引力，往往几个短语或者一个小句子就能展现产品的核心特点，给消费者留下深刻印象，激发其购买欲望。因此，生动的语言表达是推动英文汽车广告实现销售目的的一大力量。

美国语言哲学家格莱斯提出的合作原则是语言学中一条重要的原则。它包括四条准则，量的准则，质的准则，关系准则和方式准则。当然，每一条原则都包含了几个必须遵守的规则。

本论文以英文汽车广告为研究对象，着重分析英文汽车广告语言中多种修辞手段违反合作原则的现象。本文最终得出结论，通过巧妙的运用语言技巧，故意违反合作原则理论，能够增强英文汽车广告的趣味性和感染力,从而实现汽车广告的商业价值。

关键词：英文汽车广告；合作原则；违反；修辞格

Abstract

With the development of economy and the improvement of living standards, car has transformed from a luxury into a common means of transportation.. English automobile advertisements plays a crucial role in promoting products as a link between advertisers and customers. The smart use of rhetoric and other skills make English automobile advertisements more concise, beautiful and attractive, often a few phrases or a short sentence can already show the core features of the product and leave deep impression on customers which can finally stimulate their desire to buy. Therefore, the expression of language is a major force to promote English automobile advertisements to achieve its sales goals.

The Cooperative Principle, proposed by American linguistic philosopher Grice is one of the most important principles in linguistics. It has four maxims, that’s the maxim of quantity, the maxim of quality, the maxim of relation and the maxim of manner. Certainly, each principle contains several rules that must be followed. 

This study aims to analyze the violation of Cooperative Principle of English automobile advertisements presented in different figures of speech that different advertisement shows. The study shows that , by purposefully violating the cooperative principle, the employment of different figures of speech help automobile advertisements achieve their desired expectation of capturing consumers' attention , arousing their desires to purchase, and eventually making a lucrative commercial activity.

Key Words: English automobile advertisements; the Cooperative Principle; violation; rhetoric perspective

Contents

1 Introduction 1

2 The Cooperative Principle 2

2.1 The definition of Cooperative Principle 2

2.2 The non-observance of Cooperative Principle 3

3 The Characteristics of Automobile Advertisements 3

4 The Violation of Cooperative Principles of English Automobile Advertisements 4

4.1 The Violation of the Maxim of Quantity 4

4.1.1 Parallelism 4

4.1.2 Rhetorical Repetition 5

4.2 The Violation of The Maxim of Quality 6

4.2.1 Hyperbole 6

4.2.2Metaphor 6

4.3 The Violation of The Maxim of Relation 7

4.3.1 Rhetorical Question 7

4.3.2 Parody 7

4.4 The Violation of The Maxim of Manner 8

4.4.1 Pun 8

4.4.2 Personification 8

5 Conclusion 9

References 10