语用学论文.docx
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语用学论文.docx
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语用学论文
TheViolationofCooperativePrinciple
inEnglishAdvertising
HuangGuoxue
黄国学
Class4,Grade2008
No.200805140406
TheSchoolofForeignLanguages
ChinaWestNormalUniversity
APaperforPragmatics
June2012
TheViolationofCooperativePrinciple
inEnglishAdvertising
Abstract:
Theultimateaimofadvertisingespeciallycommercialadvertisingistoattracttheattentionofthecustomer,raisecustomerinterestbyfocusingonanddemonstratingadvantagesandbenefits,convincecustomersthattheywantanddesiretheproductorserviceandthatitwillsatisfytheirneeds,andleadcustomerstowardstakingactionorpurchasing.Theadvertisinglanguageissignificanttoadvertising.Inordertoachievethepurposeofgivingpublicitytothecommodity,advertisersmakegreateffortstomaketheadvertisinglanguagecreativeandconvincing,thusarousesthedesiretopurchaseofconsumer.Thispaperfromthepragmaticperspectivetoexploretheintentionalviolationofcooperationprinciple(maximofquantity,maximofquality,maximofrelationandmaximofmanner)inEnglishadvertisement,whichmakestheadvertisinglanguageuniqueandoriginal,thusattractsconsumers'attention,arousetheirdesiretopurchase,andfinallyreachthepurposeofadvertising.
Keyword:
cooperativeprinciple,advertisinglanguage,AIDA,intentionalviolation
1.Briefintroduction:
1.1Advertising:
Advertisingisaformofcommunicationusedtopersuadeanaudience(views,readersorlisteners)totakesomeactionwithrespecttoproducts,ideas,orservices.Mostcommonly,thedesiredresultistodriveconsumerbehaviorwithrespecttoacommercialoffering,althoughpoliticalandideologicaladvertisingisalsocommon.Advertisingmessagesareusuallypaidforbysponsorsandviewedviavariousmedia;includingtraditionalmediasuchasnewspapers,magazines,television,radio,outdoorordirectmail;ormewmediasuchaswebsitesandtextmessages.
1.2AIDA(marking):
AIDAisanacronymusedinmarkingthatdescribesacommonlistofeventsthatmaybeundergonewhenapersonissellingaproductorservice.ThetermandapproachareattributedtoAmericanadvertisingandsalespioneer,E.ST.Elmo.Lewis.In1898LewiscreatedhisAIDAfunnelmodeloncustomerstudiesinthesalespeoplefollowedahierarchical,fourlayerprocessusingthefourcognitivephasesthatbuyersfollowwhenacceptinganewidesorpurchasinganewproduct.
(1)A-Attention:
attracttheattentionofthecustomer.
(2)I-Interest:
raisecustomerinterestbyfocusingonanddemonstratingadvantagesandbenefits(insteadoffocusingonfeatures,asintraditionaladvertising).
(3)D-Desire:
convincecustomersthattheywantanddesiretheproductorserviceandthatitwillsatisfytheirneeds.
(4)A-Action:
leadcustomerstowardstakingactionorpurchasing.
1.3CooperativePrinciple:
ThephilosopherPaulGriceproposefourconversationalmaximsthatarisefromthepragmaticsofnaturallanguage,TheGriceanMaximsareawaytoexplainthelinkbetweenutterancesandwhatisunderstoodfromthem,TheMaximsarebasedonthecooperativeprinciple,whichstates.Makeyourconversationalcontributionsuchasisrequired,atthestageatwhichitoccurs,bytheacceptedpurposeordirectionofthetalkexchangeinwhichyouareengaged,andissocalledbecauselistenersandspeakersmustspeakcooperativelyandmutuallyacceptoneanothertobeunderstoodinaparticularway.TheprincipledescribeshoweffectivecommunicationinconversationisachievedincommonsocialsituationsanditsfurtherbrokendownintothefourMaximsofQuantity,Quality,Relevance,Manner.
(1)Themaximofquantity:
a.Makeyourcontributionasinformativeasisrequired(forthecurrentpurposesoftheexchange).
b.Donotmakeyourcontributionmoreinformativethanisrequired.
(2)Themaximofquality:
a.Donotsaywhatyoubelievetobefalse.
b.Donotsaythatforwhichyoulackadequateevidence.
(3)Themaximofrelation:
Berelevant.
(4)Themaximofmanner:
a.Avoidobscurityofexpression.
b.Avoidambiguity.
c.Bebrief(avoidunnecessaryprolixity).
d.Beorderly.
1.4Conversationalimplicature:
(1)Thespeakerdeliberatelyfloutsaconversationalmaximtoconveyanadditionalmeaningnotexpressedliterally.
(2)Thespeaker’sdesiretofulfilltwoconflictingmaximsresultsinhisorherfloutingonemaximtoinvoketheother.
(3)Thespeakerinvokeamaximasabasisforinterpretingtheutterance,
2.TheintentionalviolationofcooperationprincipleinEnglishadvertisement:
2.1Themaximofquantity:
Inspeechcommunication,tryyoubesttomakeyourdiscourseachievetherequirementofcommunicationamount,butdonotexceedtheneedofinformation.Themaximofquantityrequiresadvertisingcompanytoprovideproperinformation.Butthedifferentconsumershavedifferentdemands,theadvertisingcompanycan’tintroduceallaspectsoftheirgoodsorservices.Inordertoachievetheadvertisingpurposeandleavemoreleewayforthemselves,advertisingcompaniesusuallyagainstthemaximofquantity.Inthisway,theadvertisementachievesthepurposeofattractingtheattentionofthecustomer,raisingcustomerinterest,convincingcustomersandleadingcustomerstowardstakingactionorpurchasing.
(1)Likefather,likeson.
ThisisapieceadvertisingtitleofMotorolacellularmobilephonecompany.Thisadvertisingdoesn’tprovideenoughinformation,evenreadthefulltitle,customerscan’tunderstandwhatexactlyproductispromoted.OnlyreadtheillustrationoftheMotorolaphoneswhichisontheflankofthistitle,consumerscanunderstanditsmeaning.ItreferstotheMotorolamobilephonehasaverylonghistory,andremainsasleaderofthemobilephoneindustry,thusshapesagoodimageintheconsumers'mind.Thisadvertisingtitleviolatesthemaximofquantityofcooperativeprinciple.
(2)Taketimetoindulge.
ThisisanicecreamadvertisementofNestle.Theinformationofthisadvertisingtitleistoolittle;customerscan'thelpthinkingwhat’senjoyed.Onlyreadtheinstructions,customersareabletoknowthisisanadvertisementofNestleicecream.Inhotsummer,accompanyingwithNestleicecreamandenjoyingicefelling,it’sreallyasthetitlesayingthattaketimetoindulge.Thisadvertisingtitleviolatesthemaximofquantityofcooperativeprinciple.
2.2Themaximofquality:
Themaximofqualityrequiresthatdonotsaywhatyoubelievetobefalse,anddonotsaythatforwhichyoulackadequateevidence.Butinordertoadvertisegoodsbetter,themerchantsoftenexaggeratethegoodsinadvertisement.Themerchantsusevariouskindsofrhetoricaltacticsinadvertisingheadlines,anditalwaysseemstoreceivesurpriseeffects.Moreover,inordertoavoidsubsequenttheadvertisingbeingvoteddownbyconsumers,themerchantsoftenusefuzzywordstoescaperesponsibility,andinthisway,theadvertisementachievesthepurposeofattractingtheattentionofthecustomer,raisingcustomerinterest,convincingcustomersandleadingcustomerstowardstakingactionorpurchasing.
(1)Wecanserveeverythingthatisswimminginsea.
ThisisanadvertisementoftheSingaporeseafoodrestaurant.Theliteralmeaningofthisadvertisementisthatthisseafoodrestaurantcanprovidecustomersalltheseafood,obviouslythisisimpossible.Byusingexaggeratedrhetoricdevices,itwantstoofferinformationthatthisrestaurantcanprovidevariouskindsofseafoodtocustomers.Thisadvertisingtitleviolatesthemaximofqualityofcooperativeprinciple.
(2)Makeadatewith136.000womeneveryWednesday.
ThisisanadvertisingheadlineofBritisheveningpaper.It’sabsolutelyimpossibletodatewith136,000womenonWednesday.Actually,thisnewspapersetswomenlonelyhearts'column,thisadvertisementusestheexaggeratedrhetoricdevicestoinformthemalereadersthateveryWednesdaythiscolumnwillprovideabundantinformationofsinglewomen,aswellasofferthechancesofdating.Itseemstopersuadethemalereaderstobuythisnewspaperassoonaspossible.Thisadvertisingtitleviolatesthemaximofqualityofcooperativeprinciple.
2.3Themaximofrelation:
Themaximofrelationstressescorrelationoftheadvertisinglanguage,thatistosaythecorrelationbetweentheadvertisementandtheproducts.Mostpeoplethinkthatthedesignofadvertisinglanguageisimpossibletoviolatethisrule.Butactualsituationistheopposite.Becauseadvertisementistousereasontoconvinceconsumersbuyingtheirproducts,makingconsumersrealizethetruthandmakingthemdeterminetopurchasegoodsisthebiggestrealizationofadvertisingeffect.Consumerswillmorebelievethetruthwhichisrealizedpersonally.Ifadvertisingdiscourseistoostraightforward,sometimesitwillcauseconsumersnegativementality.Donotstatethepredeterminedmeaning,butmakeconsumersrealizepersonally,itwillstrengthenadvertisingpersuasiveness.Merchantswillmakeaphenomenonofevadingthequestionbychangingthesubjectthroughviolatingthemaximofrelation.butinfactisinordertoguidetheconsumertorealizeanothermeaningthroughtheliteralmeaningandmakeadvertisementsearchtheheart.Inthisway,theadvertisementachievesthepurposeofattractingtheattentionofthecustomer,raisingcustomerinterest,convincingcustomersandleadingcustomerstowardstakingactionorpurchasing.
(1)Lessbread,nojam.
ThisisanadvertisementwhichappearedintheLondonsubwaystationin1981.Intheadvertisingtitle,bothbreadandjamarefood,theyseemtohavenoanyrelationwithtraffic.Sopassengerswillnaturallyassociatebreadandjamwithanothermeaningbutnottheexpressionoffood.Whenbreadasslang,itmeansmoney,meanwhile,
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