| 会话含意理论在广告中的运用 |
| |
| 引用本文： | 张金泉,刘曼. 会话含意理论在广告中的运用[J]. 太原理工大学学报(社会科学版), 2005, 23(1): 74-76 |
| |
| 作者姓名： | 张金泉 刘曼 |
| |
| 作者单位： | 华中科技大学,外语系,湖北,武汉,430074 |
| |
| 摘 要： | 从美国语言学家格赖斯(1975)提出的"合作原则"(cooperativeprinciple)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"(conversationalimplicature),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： | 会话含意 广告 合作原则 |
| 文章编号： | 1009-5837(2005)01-0074-03 |
| 修稿时间： | 2004-12-20 |
Application of Contersational Implicature Theory in Advertisement |
| |
| ZHANG Jin-quan,LIU Man. Application of Contersational Implicature Theory in Advertisement[J]. Journal of Taiyuan University of Technology(Social Sciences Edition), 2005, 23(1): 74-76 |
| |
| Authors: | ZHANG Jin-quan LIU Man |
| |
| Abstract: | Based on Grice's cooperative principle, this paper makes an analysis of the conversational implicature in advertisement which results from the flout of the four maxims of the principle. Through the appropriate use of conversational implicature,advertiser is more likely to achieve his goal of drawing the readers' attention,stimulating their interest and desire and finally prompting them to purchase the target commodity or service. |
| |
| Keywords: | conversational implicature advertisement cooperative principle |
| 本文献已被 CNKI 万方数据 等数据库收录！ |
|
