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摘要广告是向公众介绍商品或服务内容的一种宣传方式，一般通过报刊、电视、广播、招贴等形式进行。广告尤其是电视广告的最终目的是吸引人们的注意力，鼓动、劝服、诱导消费者购买其产品，其中广告语言对于广告具有重要意义。本文借鉴前人对广告语言的研究成果，用合作原则作为理论基础，采用定性的分析方法，对电视广告语言进行调查研究。通过对电视广告语的语用学特点进行分析，作者发现电视广告常常违反合作原则来吸引消费者，现提出如下假设：广告人常采用违反合作原则这一语言策略，目的就是为了满足消费者的需求，从而顺利实现产品销售。通过讨论，本文得出如下结论：在本研究的范围内，论文假设成立。24859
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毕业论文关键词：电视广告;合作原则;违反
Abstract
Advertising is a propaganda way to introduce goods, services or content to the public, usually through newspapers, television, radio, posters or other forms. The final purpose of advertising, especially television advertising is to attract people's attention, encourage, persuade and induce consumers to buy their products. Advertising language is of great significance for advertising. This thesis takes Cooperative Principle as the theoretical foundations, and adopts a qualitative case analysis to investigate and interpret the TV advertising language. Based on the preliminary investigation on many TV advertisements, the author finds that Cooperative Principle is frequently violated in advertising, which leads to the hypothesis that the advertiser prefers the communicative strategy, non-observance of Cooperative Principle for the sake of sales promotion. Within the scope of this study, the hypothesis has been proved.
Key words: TV advertising; Cooperative Principle; Violation
The Cooperative Principle in the Application of the Modern TV Ads
Contents
摘 要 i
Abstract ii
I.Introduction 1
II.Cooperative Principle 2
2.1 The Emergence and Research of Cooperative Principle 2
2.2 The Content of Cooperative Principle 3
III.Violation of Cooperative Principle in Advertisement 4
3.1 Violating the Quantity 4
3.1.1Making Your Contribution as Informative as is Required (for the Current Purposes of the Exchange). 5
3.1.2 Don’t Make Your Contribution More Informative than is Required. 6
3.2 Violating the Quality 7
3.2.1 Do Not Say What You Believe to Be False. 8
3.2.2 Do Not Say That for Which You Lack Adequate Evidence. 9
3.3 Violating the Relevance 9
3.4 Violating the Manner Maxim 11
3.4.1 Being Brief. 11
3.4.2 Avoiding Obscurity of Expression 12
3.4.3 Avoiding Ambiguity 12
3.4.4 Being Orderly 13
IV. Conclusion 13
Bibliography 15
Acknowledgements 16
.Introduction
As a means of information transmission, TV advertising has become an integral part of our daily life. The language of TV advertising, compared with the aids of sounds and pictures, is of decisive importance to the persuasiveness and effectiveness of advertisements in modern society. Enterprises need advertisements for market occupation and promotion, people need advertisements to choose commodities and enrich their daily life. At the same time, we are surrounded by all kinds of advertisements. Due to the important role of TV advertising language, studies on it have been carried and more attention on it seems necessary, many scholars have analyzed TV advertising language on the basis of linguistic theories such as Cooperative Principle. However, it is found that few efforts have been made on the systematic of TV advertising language within the framework of Cooperative Principle, which have proved to be of great influence on the development of TV advertising language.