Abstract

During the social intercourse, people will not only observe Cooperative Principle but also violate it to create a particularized implicature. Advertising is a special intercourse which obviously adopts this principle. This paper analyzes the observance and violation of the four maxims of Cooperative Principle in English commercial advertising language and aims at disclosing the creative and persuasive effect the advertisements will thus have. The results suggest that advertisers should appropriately make use of this principle so that the advertisements could be more vivid and impressive.

Key words: advertising language, Cooperative Principle, conversational implicature,four maxims

摘要

人们在语言交际中不仅会遵守合作原则，也会故意的违反合作原则来达到另外一种特殊的会话含义，广告这种特殊的交际很明显的应用了合作原则。本文将从合作原则来研究英语广告语言，研究分析其四个准则即质的准则、关系准则、方式准则和量的准则在广告语言中的遵守和违反如何使广告达到既定的创造性和说服性效果。研究结果表明广告设计者需要对合作原则加以适当的运用以使广告更生动，并且更能加深人们的印象。

关键词： 广告语；合作原则；会话含义；四条准则

1. Introduction
     Advertisement originates from the Latin word “Advertere” which means attention, induction and transmission. The basic function of advertisement is to spread information about some product or service. The famous “AIDCA” formula in advertising tells us that the aim of advertisement is to firstly arouse consumers’ “Attention” and “Interest”, then to stimulate their “Desire” of purchasing with “Conviction’, and finally lead to “Action”. Advertisement is a key factor in building the brands and credit of some products. In the meantime, its influence on the preference of some particular products is vital. With the development of media, advertisement plays a more and more effective role in people’s daily life. Thus it is essential that a good and catchy advertising slogan have a flowing aesthetic feeling. Advertising language is not merely commercialized but also artistic and communicative. As a kind of commercial language, advertising language has gradually formed a unique style and feature. By the use of concise phrases, abundant implication, proper figures of speech, the advertisement will achieve the effect of spreading the information concerning the product, fostering a good product image, and stimulating consumption.