从“合作原则“的违背看广告诉求的动机 |
| |
引用本文: | 陈春艳.从“合作原则“的违背看广告诉求的动机[J].顺德职业技术学院学报,2004,2(1):65-67. |
| |
作者姓名: | 陈春艳 |
| |
作者单位: | 顺德职业技术学院,广东,顺德,528333 |
| |
摘 要: | 从交际的角度看,一则广告就是一个交际行为,借助格赖斯"会话含义"和"合作原则"理论,透过广告诉求的分析,可以充分了解广告诉求的动机.广告主违反有关的"合作原则"的动机,可能是故意为之,让受众上当受骗;也可能是想让受众从话语中推导出会话含义,以收到最佳诉求效果.这两种违反准则的情况是完全不相同的.
|
关 键 词: | 广告 诉求 合作原则 会话含义 动机 |
文章编号: | 1672-6138(2004)01-0065-03 |
修稿时间: | 2003年12月3日 |
On the Motive of Advertisement Appeal from the Viewpoint of Cooperative Principle Violation |
| |
Authors: | CHEN Chun-yan |
| |
Abstract: | From the angle of human intercourse,an advertisement is a communicative behavior.With the help of H.P.Grice's theory of conversational implication and cooperative principle,and through careful analysis,we can fully understand the motive of advertisement appeals.This article is intended to make a study of both the coopera- tive principle violation cases and conversational implication decoding process.These two kinds of principle viola- tions are different. |
| |
Keywords: | advertisement appeal cooperative principle conversational implication motive |
本文献已被 CNKI 维普 万方数据 等数据库收录! |
|