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好宝宝歌曲, 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, 舂晚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:
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):
曹雪芹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 attri
buted 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).
腐竹炒木耳(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 prag
matics 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.
(1) The maxim of quantity:
a. Make your contribution as informative as is required(for the current purpos of the exchange).
b. Do not make your contribution more informative than is required.
(2) The maxim of quality:
郑和是哪个朝代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:
这也是一种幸福a. Avoid obscurity of expression.
b. Avoid ambiguity.
蒸凉面c. Be brief (avoid unnecessary prolixity).
d. Be orderly.
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:
阿尔多罗西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 advertising 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 th
is 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.
