摘要
本文试以语用学的会话合作原则为理论依据,对一些违反质量准则、量的准则、关系准则、方式准则的汉语广告进行实例分析,来说明违反合作原则这一手段在广告中的作用和表现,进而促进人们对广告的理解和欣赏,指出广告语言在交际中集中体现了对会话合作原则的遵循与违背,由此产生出一般含义与特殊含义。
Based on the theory of cooperative principle of pragmatics, this paper analyzes ads violating cooperative principle to show that the function and representation of the method of violating cooperative principle in ads and further enhances people＇s perception and appreciation, indicates the language of ads closely reflects cooperative principle, that is, when it follows or violates it. it produces general meanings and special meanings.
出处
《中北大学学报（社会科学版）》
2008年第5期68-70,共3页
Journal of North University of China：Social Science Edition
关键词
汉语广告
语用分析
合作原则
Chinese advertisement
pragmatic analysis
cooperative principle
