Abstract
Cooperation Principle (CP) and Politeness Principle (PP) are two basic pragmatic principles in communication. There is complementary relation between them. The present paper aims to analyze how, by breaking down conventional and stereotyped language, English advertisers strategically observes or violates CP and PP to express the intentions of advertisers in different ways. The study also shows the complementary relation of these two principles in English advertisement.
Keywords English advertisement; Cooperation Principle; Politeness Principle; complementary relationship
在交际过程当中，合作准则和礼貌准则是两项基本语用准则。这两种准则之间存在着互补联系。本文将主要略论英语广告设计师，通过不同的措施，英语论文，英语论文，巧妙地遵循或者违反合作准则和礼貌准则来表达意图。本文也将展示在英文广告中这两种准则的互补联系。
关键词 英文广告 合作准则 礼貌准则 互补联系
As a direct service medium of economy, advertising language is an important research subject in social pragmatics. The process of advertising is AIDA (Attention, Interest, Desire, Action). (Huang Guowen, 2017) The mission of advertisers, is using language to transmit information, which triggers interest and purchase desire of consumers, and finally prompts consumers to buy the advertised commodity in purpose. Through the use of language in advertising, the advertisers either follow or violate Cooperation principle and Politeness principle consciously or unconsciously to add the charm of advertisement so as to achieve their communication ends. This paper aims to investigate the way in which advertising subject strategically makes use of Cooperation Principle and Politeness Principle in order to persuade consumers to buy commodity. |
