The Violation of Cooperative Principle
in English Advertising
Abstract:The ultimate aim of advertising especially commercial advertising is to attract the attention of the customer, rai customer interest by focusing on and demonstrating advantages and benefits, convince customers that they want and desire the product or rvice and that it will satisfy their needs, and lead customers towards taking action or purchasing. The advertising language is significant to advertising. In order to achieve the purpo of giving publicity to the commodity, advertirs make great efforts to make the advertising language creative and convincing, thus arous the desire to purcha of consumer. This paper from the pragmatic perspective to explore the intentional violation of cooperation principle (maxim of quantity, maxim of quality,maxim of relation and maxim of manner) in English advertiment, which makes the advertising language unique and original, thus attracts consumers' attention, arou their desire to purcha, and finally reach the purpo of advertising.
Key word: cooperative principle, advertising language, AIDA, intentional violation
1. Brief introduction:
1.1 Advertising:
冰是睡着的水
口语能力
Advertising is a form of communication ud to persuade an audience (views, readers or listeners) to take some action with respect to products, ideas, or rvices. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. Advertising messages are usually paid for by sponsors and viewed via various media; including traditional media such as newspapers, magazines, television, radio, outdoor or direct mail; or mew media such as websites and text messages.
1.2 AIDA (marking):
AIDA is an acronym ud in marking that describes a common list of events that may be undergone when a person is lling a product or rvice. The term and approach are attributed to American advertising and sales pioneer, E.ST.Elmo.Lewis.
In 1898 Lewis created his AIDA funnel model on customer studies in the salespeople followed a hierarchical, four layer process using the four cognitive phas that buyers follow when accepting a new ides or purchasing a new product.
(1) A-Attention: attract the attention of the customer.
(2) I-Interest: rai customer interest by focusing on and demonstrating advantages
and benefits (instead of focusing on features, as in traditional advertising). (3) D-Desire: convince customers that they want and desire the product or rvice
and that it will satisfy their needs.
(4) A-Action: lead customers towards taking action or purchasing.
1.3 Cooperative Principle:
The philosopher Paul Grice propo four conversational maxims that ari from the pragmatics of natural language, The Gricean Maxims are a way to explain the link between utterances and what is understood from them, The Maxims are bad on the cooperative principle, which states. Make your conversational contribution such as is required, at the stage at which it occurs, by the accepted purpo or direction of the talk exchange in which you are engaged, and is so called becau listeners and speakers must speak cooperatively and mutually accept one another to be understood in a particular way. The principle describes how effective communication in conversation is achieved in common social situations and its further broken down into the four Maxims of Quantity, Quality, Relevance, Manner.腌蒜茄子
(1) The maxim of quantity:
图标设置a. Make your contribution as informative as is required(for the current p urpos
of the exchange).
b. Do not make your contribution more informative than is required.
(2) The maxim of quality:
a. Do not say what you believe to be fal.
b. Do not say that for which you lack adequate evidence.
(3) The maxim of relation:
Be relevant.
(4) The maxim of manner:
a. Avoid obscurity of expression.
b. Avoid ambiguity.
笛弄晚风三四声
c. Be brief (avoid unnecessary prolixity).
d. Be orderly.副职
1.4 Conversational implicature:
(1) The speaker deliberately flouts a conversational maxim to convey an additional
meaning not expresd literally.
(2) The speaker’s desire to fulfill two conflicting maxims results in his or her
flouting one maxim to invoke the other.
(3) The speaker invoke a maxim as a basis for interpreting the utterance ,
2. The intentional violation of cooperation principle in English advertiment: 2.1 The maxim of quantity:
In speech communication, try you best to make your discour achieve the requirement of communication amount, but do not exceed the need of information. The maxim of quantity requires a
定稿设计dvertising company to provide proper information. But the different consumers have different demands, the advertising company can’t introduce all aspects of their goods or rvices. In order to achieve the advertising purpo and leave more leeway for themlves, advertising companies usually against the maxim of quantity. In this way, the advertiment achieves the purpo of attracting the attention of the customer, raising customer interest, convincing customers and leading customers towards taking action or purchasing.
(1) Like father, like son.
This is a piece advertising title of Motorola cellular mobile phone company. This advertising doesn’t provide enough information, even read the full title, customers can’t understand what exactly prod uct is promoted. Only read the illustration of the Motorola phones which is on the flank of this title, consumers can understand its meaning .It refers to the Motorola mobile phone has a very long history, and remains as leader of the mobile phone industry, thus shapes a good image in the
consumers' mind. This advertising title violates the maxim of quantity of cooperative principle.
(2) Take time to indulge.
This is an ice cream advertiment of Nestle. The information of this advertising title is too lit tle, customers can't help thinking what’s enjoy. Only read the instructions, customers are able to know this is an advertiment of Nestle ice cream. In hot summer, accompanying with Nestle ice cream and enjoying ice felling, it’s really as the title sayin g that take time to indulge.This advertising title violates the maxim of quantity of cooperative principle.
2.2 The maxim of quality:
The maxim of quality requires that do not say what you believe to be fal, and do not say that for which you lack adequate evidence. But in order to adverti goods better, the merchants often exaggerate the goods in advertiment. The merchants u various kinds of rhetorical tactics in advertising headlines, and it always ems to receive surpri effects. Moreover, in order to avoid subquent the advertising being voted down by consumers, the merchants often u fuzzy words to escape responsibility, and i n this way, the advertiment achieves the purpo of attracting the attention of the customer, raising customer interest, convincing customers and leading customers towards taking action or purchasing.
(1) We can rve everything that is swimming in a.
This is an advertiment of the Singapore afood restaurant. The literal meaning of this advertiment is that this afood restaurant can provide customers all the afood, obviously this is impossible. By using exaggerated rhetoric devices, it wants to offer information that this restaurant can provide various kinds of afood to customers. This advertising title violates the maxim of quality of cooperative principle.
(2) Make a date with 136.000 women every Wednesday.
This is an advertising headline of British evening paper. It’s absolutely impossible to date with136, 000 women on Wednesday. Actually, this newspaper ts women lonely hearts' column, this advertiment us the exaggerated rhetoric devices to
inform the male readers that every Wednesday this column will provide abundant information of single women , as well as offer the chances of dating .It ems to persuade the male readers to buy this newspaper as soon as possible. This advertising title violates the maxim of quality of cooperative principle.
2.3 The maxim of relation:
The maxim of relation stress correlation of the advertising language, that is to say the correlation between the advertiment and the products. Most people think that the design of advertising language is impossible to violate this rule. But actual situation is the opposite. Becau advertiment is to u reason to convince consumers buying their products, making consumers realize the truth and making them determine to purcha goods is the biggest realization of advertising effect. Consumers will more believe the truth which is realized personally. If advertising discour is too straightforward, sometimes it will cau consumers negative mentality. Do not state the predetermined meaning, but make consumers realize personally, it will strengthen advertising persuasiveness. Merchants will make a phenomenon of evading the question by changing the subject through violating the maxim of relation .but in fact is in order to guide the consumer to realize another meaning through the literal meaning and make advertiment arch the heart.In this way, the advertiment achieves the purpo of attracting the attention of the customer, raising customer interest, convincing customers and leading customers towards taking action or purchasing.
(1) Less bread, no jam.
This is an advertiment which appeared in the London subway station in 1981 .In the advertising title, both bread and jam are food, they em to have no any relation with traffic. So pasngers will
naturally associate bread and jam with another meaning but not the expression of food. When bread as slang, it means money, meanwhile, jam means traffic jam. Its expression is that the London underground not only save money but also is unimpeded. This advertising title violates the maxim of relation of cooperative principle.
拉萨在哪里
(2) Our big bird can be fed even at night.
