英语广告中的会话含义

The Conversational Implicature in English advertisements
Abstract

     Conversational implicature skills used in advertising are of great importance in appealing to the audience and arousing their attention to make the initial step in action—to buy products. Conversational implicatures of English advertising, which build a solid foundation for the stylistic specialization of advertisement texts, facilitate the fulfillment of attracting more buyers as well as the realization of economy. The conversational implicature of English advertising opens a new window for the study of English advertising in many ways. The thesis includes the following parts: a brief introduction of conversational implicature theory, analyses of English advertising, application of conversational implicature theory in advertisement, and a natural conclusion. On the basis of Grice’s cooperative principle, this paper makes an analysis of the conversational implicature in English advertisement. Through the appropriate use of conversational implicature, advertisers are more likely to achieve his goal of drawing the reader’s attention, stimulating their interest and desire and finally prompting them to purchase the target commodity or service.
    
Key words: English advertising; conversational implicatures; cooperation principle; language skills

摘  要
 
英语广告的语言技巧在于吸引听众，激起他们采取下1步行动，其作用不可小觑。英语广告中的会话含义，搭建了吸引消费者和达到节约资金的目的的广阔平台，为广告具有区别于其他文体的特色打下了基础。英语广告的会话含义为英语广告各方面的研究打开了1扇新的窗户。本文由以下几个部分组成：会话含义理论介绍、英语广告分析、会话理论在英语广告中的应用、结论。作者从美国语言学家格赖斯(1975)提出的“合作原则”理论出发，通过分析众多优秀广告，指出广告商通过巧妙违反“合作原则”使广告产生“会话含意”，增加广告的解码难度，因而增添解码情趣，以引起消费者的注意，最终达到出售所宣传产品或者服务的目的。

关键词：英语广告、会话含义、合作原则、语言技巧

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