合作原则视角下广告语的语用解读

Pragmatic Interpretation of Advertising Slogans from the Perspective of Cooperative Principles

摘要: 广告是一种典型的单向说服性语言交际活动，为了达到更好的传播效果，广告常常策略性地违反会话合作原则以产生会话含义。本文以格莱斯会话合作原则理论为基础，分析不同广告语违反合作原则所产生的深层意义，为消费者更好地理解广告语提供帮助。

Abstract: Advertising is a typical one-way persuasive language communication activity. To achieve better communication effects, advertisements often strategically violate the cooperative principles of conversation to generate conversational meanings. Based on Grice’s theory of cooperative principles, this paper analyzes the deep meanings generated by different advertising phrases that violate the cooperative principles, providing assistance for consumers to better understand the advertising phrases.