英文商业广告合作原则违反的语用探析

The Pragmatic Analysis of Violations of the Cooperative Principle in English Commercial Advertisements

摘要: 英文商业广告是语言交际的重要载体，已深度渗透到跨文化生活的各个场景。本研究以语用学中会话含义理论和H. P.格莱斯(H. P. Grice)的合作原则为理论基础，结合批判性话语分析(CDA)视角，通过剖析违反合作原则的英文商业广告语典型案例，揭示此类广告的核心语言特征、会话含义生成逻辑及其特殊语用效果。同时，结合研究发现提出英文商业广告语用表达的优化建议，以期为英语应用语言学领域的广告语言研究提供参考。

Abstract: English commercial advertisements are important carriers of linguistic communication and have deeply penetrated various scenarios of cross-cultural life. Based on the Conversational Implicature Theory in pragmatics and H. P. Grice’s Cooperative Principle, combined with the Critical Discourse Analysis (CDA) perspective, this study explores the core linguistic features, the generation logic of conversational implicature and the special pragmatic effects of such advertisements by analyzing typical cases of English commercial advertising slogans that violate the Cooperative Principle. Meanwhile, combined with the research findings, it puts forward optimization suggestions for the pragmatic expression of English commercial advertisements, aiming to provide reference for the research on advertising language in the field of English Applied Linguistics.