从合作原则谈广告语言

从合作原则谈广告语言

外国语言学院

外国语言学及应用语言学

孔少娴

2012200162

摘要

在市场经济日益发展的今天，广告作为商家的一种促销手段已渗入到世界的各个角落，并直接影响着人们的日常工作和生活。各商家使出浑身解数制作独具匠心的广告来吸引消费者的注意力，使他们对其产品产生兴趣，引发他们的购买欲望，从而达到促销商品的目的。广告语言是广告的语言文字要素，是实现广告目的的重要手段。它是一种具有很高商业价值的实用文体。

随着广告活动在我国的广泛发展, 广告界和语言学界的学者纷纷涉足这一领域并取得了一定的研究成果。广告的研究已经成为语言学界研究的一大热点。语用学和广告的结合为广告学的研究提供了一个新的视角。广告是一种交际,从语用角度而言,它是一种语用行为。进一步讲, 广告是一种说服性的言语行为。

本文主要从合作原则的角度分析广告语言在特殊语境下产生的会话含义。一方面，合作原则在广告中的使用，增强了广告的劝诱功能和说服力。而另一方面，由于合作原则在广告中的不合理应用，造成一些广告模式类同，人云亦云现象严重；一些广告片面追求生动形象的效果，反而弄巧成拙，使消费者对其误解并产生抵触情绪。广告就是广而告之,让大众接受商家所宣传的产品。所以, 广告也是一个动态的交际过程。这样, 从语用学的角度对广告语言进行分析,会对广告语言的创作更具实用价值。

关键词：广告语言；合作原则；会话含义

Abstract

With the development of the market economy today, advertisements as a means of sales promotion have spread quickly through all over the world and directly affected people’s work or daily lives. Each merchant tries his or her best to create wonderful ads to catch consumers’ attention, arouse their interest which will stimulate consumers’ purchasing desire and then achieve the goal of promoting products. Advertising language is an indispensable element in advertising and also an important factor to realize advertising purpose. Therefore, advertising is a practical writing full of commercial value.

With the extensive development of advertising activities, an increasing number of people in the field of advertising and linguistics show keen interest in the critical role of advertising language. They studied it from all perspectives and have made some achievement. Nowadays, linguists focus on the study of advertisements. And the combination of pragmatics and advertisement provides a new angle for the scholars. Advertisement is also a sort of communication. Form the point of view of pragmatics, it is a speech act. That is to say, advertisement is a kind of persuasive speech act.

The passage mainly analyses conversational implicature of advertisement language under the special context from the perspective of cooperative principle. The application of the Cooperative Principle in advertisements has a positive impact on the persuasiveness of advertising. However, the improper use of Cooperative Principle will produce so many similar ads without any originality and some ads are even misunderstood by consumers. The purpose of an advertisement is to promote its products and let the customers accept the product that is advertised. Therefore, advertisement is a dynamic process. Thus analyzing the advertisement language with the pragmatic principles is more practical.

Key words:Advertisement language; cooperative principle; conversational implicature