A Study on the Flouting of Cooperative Principle in Advertising Language

摘要：正常的交际行为一般遵循合作原则，但在广告中反其道而行可以吸引购买者的注意，激起他们的兴趣，进而达到让他们购买的目的。本文基于莱格斯提出的合作原则，对广告中违反合作原则的行为进行梳理和分析，对其产生的特殊说服、吸引、鼓动、诱导等效果及其作用机制进行分析，并提出在广告行为中违反合作原则的可用策略，为广告从业人员的实践提供参考。

关键词：合作原则，广告语言，会话含义

Abstract: People tend to observe the Cooperative Principle in daily conversations. In advertising language, however, advertisers may choose to flout it in order to attract consumers’ attention, arouse their interest and persuade them to purchase the products. Based on Cooperative Principle, this paper focuses on the flouting of Cooperative Principle in advertising language, analyzes its special effects such as persuasion, attraction and induction, and also examines its mechanism. In addition, this paper offers a few possible strategies of flouting the Cooperative Principle in advertisement, which may of help for advertisers.

Key words: Cooperative Principle, advertising language, conversational implicature