| 商业广告语言的蕴涵与格赖斯合作原则的背离 |
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| 引用本文： | 莫海文. 商业广告语言的蕴涵与格赖斯合作原则的背离[J]. 通化师范学院学报, 2007, 28(3): 101-104 |
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| 作者姓名： | 莫海文 |
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| 作者单位： | 广西师范学院,外语系,广西,南宁,530001 |
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| 摘 要： | 商业广告对树立商品品牌,促进产品销售起重要作用。在商业广告活动中,商家往往会背离会话合作原则,向受众传递商业广告的蕴涵。由于背离量的准则、质的原则、关联准则和方式原则,商业广告的语言变得更活泼生动,更加容易达到商业广告的预期效果。
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| 关 键 词： | 商业广告语言 合作原则 蕴涵 背离 |
| 文章编号： | 1008-7974（2007）03-0101-03 |
| 修稿时间： | 2006-03-11 |
The Violation of Grice''''s Cooperative Principle and the Implicature in Advertising Discourses |
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| MO Hai-wen. The Violation of Grice''''s Cooperative Principle and the Implicature in Advertising Discourses[J]. Journal of Tonghua Teachers College, 2007, 28(3): 101-104 |
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| Authors: | MO Hai-wen |
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| Affiliation: | Foreign Languages Department, Guangxi Teachers College, Narming, Guangxi 530001 |
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| Abstract: | Advertising plays an essential role in winning a good reputation for the product and promoting its sale.Manufacturers are always violating Grice's Cooperative Principle so as to pass the implicature to the consumers.As a result,the advertising discourse becomes lively and makes it easier to reach the expected commercial purposes. |
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| Keywords: | advertising discourse Cooperative Principle implicature violation |
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