违反合作原则的广告语翻译研究

A Study on the Translation of Advertisements Violating the Cooperative Principle

摘要: 格莱斯合作原则为日常有效交际提供重要的解释框架，揭示出话语交流背后的逻辑与共识。而广告翻译并非简单的语言转换，其本质上是跨文化语用交际行为，在原作者、译者与目的读者之间形成跨时空的对话。本文通过文献分析与案例对比，重点研究对广告语翻译中对合作原则各准则的违反现象及其所蕴含的语用价值，得出结论：广告语翻译作为一种说服性话语，其传播效果不一定严格遵循合作原则，恰当、有策略地突破原则约束，反而更能提升传播感染力，从而达成广告的宣传意图。

Abstract: Grice's Cooperative Principle provides an important explanatory framework for effective daily communication, revealing the logic and consensus behind verbal exchanges. Advertising translation is not merely a simple language conversion; it is essentially a cross-cultural pragmatic communication behavior, forming a cross-temporal dialogue between the original author, the translator, and the target reader. This article, through literature analysis and case comparisons, focuses on the violations of each criterion of the Cooperative Principle in advertising translation and the pragmatic value they imply. The conclusion drawn is that advertising translation, as a persuasive discourse, does not necessarily strictly follow the Cooperative Principle. Appropriate and strategic breaking of the principle constraints can enhance the communication appeal and thereby achieve the promotional intention of the advertisement.