广告中双关语的语用功能和运用技巧(1)(5)
2017-08-07 06:56
导读：“In order to explain further the cooperative principle, abbreviated as CP, Grice borrows from the German philosopher Immanuel Kant four categories: quantity, quality, relation and manner. That is, t
“In order to explain further the cooperative principle, abbreviated as CP, Grice borrows from the German philosopher Immanuel Kant four categories: quantity, quality, relation and manner. That is, the CP is specified from four aspects. And the content of each category is known as maxim.
3.1.2 Quantity
a. Make your contribution as informative as is required (for the current purpose of the exchange)
b. Do not make your contribution more informative than is required”[23]
That is to say the quantity of the information you give must suit for the requirement, no less, no more. For instance, if you go to buy one pen, but the assistant gives you two pens, he breaches the Quantity. Because he should give one pen to you that you want.
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.共2页: 1 [2] 下一页 论文出处(作者):
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