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[Abstract] In modern society, advertisements influence is un(4)

2013-06-17 01:05
3.1.2 “Quality
a. Do not say what you believe to be false
b. Do not say that for which you lack adequate evidence”[24]
   It means that the speaker can’t tell lies but only can say that which has been proved to be right fact. However, if the speaker thinks what he says is right, but in fact it is false, he still obeys the principle. Give you an example, if someone asks you to go shopping with him, but you don’t like to, so you tell him that you have a meeting tonight. At this time, you violate Quality, for you have told lies to your friend.
3.1.3“Relation: be relevant”[25]
  That means what you say must be relevant. For example, when you are hungry, you don’t expect you partner giving you a book, but a cake, because cake is relevant to your feeling at this situation.
3.1.4 “Manner
a. Avoid obscurity of expression
b. Avoid ambiguity
c. Be brief (avoid unnecessary prolixity)
c. Be orderly”[26]
The maxim requires the words speaker used must be concise and without ambiguity. For instance:
[15] A: Will you go to Xiamen tomorrow?
B: Maybe.
In the case, B violates Manner, because his answer is ambiguous. A still can’t get the answer he wants.
After the explanation of CP, a better understanding will be made by readers on above examples, which have violated the CP. But why do the advertisers like to use pun to violate the Maxims deliberately? The answer can also be given by Grice.

3.2 Violation of the maxims
Grice thought only both speaker and listener obey the principle, could their intercourse be concordant and harmonic. While he also noticed that people didn’t always obey the principle in social activity, on the contrary, they breached it intentionally. So Grice gives four ways to explain the failure to fulfill a maxim.
“Firstly, he may quietly and unostentatiously VIOLATE a maxim; if so, in some cases he will be liable to mislead.” It means you are intentional to violate the maxim.[27] For example: If someone invites you to join in a party, but you don’t like to. Avoiding offence to him, you may say, “ sorry, I have promised Jim to go shopping”. At this time, you know you tell lies, but you have to. （科教作文网http://zw.NSEaC.com编辑发布）
“Secondly, he may OPT OUT from the operation both of the maxim and the CP; he may say, indicate, or allow it to become plain that he is unwilling to cooperate in the way the maxim requires. He may say, for example, I cannot say more; my lips are sealed.
Thirdly, he may be faced by a CLASH: he may be unable, for example, to fulfill the first maxim of Quality (Be as informative as is required) without violating the second maxim of Quality (have adequate evidence for what you say).”[28] For example:
[16] A: Where does X live?
B: Somewhere in the suburbs of the city.
The answer of B breaches the Quantity, because he provides less information that A wants to know. But if B really doesn’t know where X lives, he obeys the Quality that do not say what you lack adequate evidence; if B knows the address of B, yet he does not want to tell A, then he implicates that he doesn’t want to tell A.
“Fourthly, he may FLOUT a maxim; that is, he may BLATANTLY fail to fulfill it. On the assumption that the speaker is able to fulfill the maxim and to do so without violating another maxim (because of a clash), is not opting out, and is not, in view of the blatancy of his performance, trying to mislead, the hearer faced with a minor problem; How can his saying what he did say be reconciled with the supposition that he is observing the overall CP? This situation is one that characteristically gives rise to a conversational implicature; and when a conversational implicature is generated in this way, I say that a maxim is being EXPLOITED.”[29] Give an example:
[17] A: Where is Mary?
B: There is a blue car outside Bill’s house.
In the conversation, B breaches Quantity, but if A assumes that B is willing to cooperate with him, he will try to relate his question to B’s answer. Basing on their common sense that Mary has a blue car, and then he will understand that B is telling him that Mary is at Bill’s house.
In advertisement, the advertiser violates the cooperative principle in the fourth way to attain a certain purpose, thus making the utterance produce ambiguity. Although the advertisement disobeys the principle, but it can arouse the audiences curiosity and induce them to buy the product and at last achieve a better effect. Look at some advertisements: 大学排名
[18] “You can buy Happiness.”[30]
    It is the slogan of a shampoo advertisement. The advertisement breaches the Manner Maxim—avoid ambiguity, for happiness has double meanings here: “delight” and “the name of the product”. It wants to express the meaning that if you buy Happiness, you will attain happiness. Although it breaches the Cooperative Principle, it impresses the audiences deeply and arouses their interest to have a try.