ABSTRACT:Advertising plays an important role in society. We are surrounded by a lot of advertisements everyday. People’s daily life is influenced by all kinds of advertisements. With the development of society and economy, advertisements will go on influencing people. In order to attract buyers, advertisement must be persuasive.
As a form of communication, advertising has also been an object for study. It has been studied from different points of views, such as economics, psychology, sociology, as well as linguistics. The research is profound and inspiring.
Based on Grice (1975)’ Cooperative Principle and implicature, the paper uses case analysis method in order to analyze the phenomenon of violating the CP in cosmetic advertisements. After analyzing, the author finds that it is a main feature of advertising language to produce implicature by violating CP. Through violating the CP on purpose, implicature can be created and advertisements manage to catch people’s attention. The paper also finds that violation of Quality Maxim is most used in cosmetic advertisements. Properly violating Quality Maxim can make cosmetic advertisements novel and unique, so that customers’ are attracted. Most well-known brands violate Quantity Maxim to create their advertisements by not providing adequate information which can make people to further think. Violation of Manner Maxim and Relation Maxim are used in cosmetic advertisements. But it is not easy to create such kind of advertisements and difficult to handle the degree of relation or ambiguity properly.
Key words: Conversational Implicature Cooperative Principle Advertising
摘要:广告在社会中发挥重要的作用。人们的日常生活都离不开广告并深深受到影响。伴随着社会的发展和经济的繁荣，这种影响将日益扩大。广告为了吸引购买者都会采用各种方法。所以广告语言必须要有说服力。
作为沟通的一种形式，广告也是学者的研究对象。国内外学者从多方面领域和角度对广告语言进行探索。比如，从经济学、心理学、社会学和语言学。他们的研究是深刻而鼓舞人心的。
本文从合作原则出发，通过案例分析分析化妆品广告。本文研究结果表明：通过违反合作原则，在特殊的语境下产生会话含义是广告的一大特色。文章指出广告巧妙地违反合作原则产生特殊说服效果。其中违反质量准则在化妆品广告中最为常用，其次是违反数量准则经常在著名化妆品广告中得到运用。关系准则和方式准则也在一些化妆品广告中得到应用，但是程度很难把握。
关键词：合作原则 广告 会话含义
