Abstract:In recent years, researchers at home and abroad have attached great importance to the studies of functional analysis of the ellipsis in the advertising discourse. Accordingly, various studies on the functional analysis on the ellipsis in the advertising discourse have been evoked both in the foreign countries and in China. Nevertheless, most of these studies ranged too broad and focused their attention mainly on the aspects of rhetoric, lexical features, syntactic features, and stylistic features of advertising and the function of different parts of ellipsis. Therefore, this study attempts to explore the conversational implicature of the ellipsis in advertising discourse from the perspective of Cooperative Principle.
In this study, we first collected the various types of advertising discourse, then we observed, compared situation concerning conversational implicature of the ellipsis in advertising discourse, and carried out our researches on the chosen subjects. Through summarizing the data, we found out that Cooperative Principle provides the theoretical foundation for the producing of conversational implicature and the conducting of the ellipsis’s conversational implicature in the advertising discourse. What is more, the conversational implicature of the ellipsis in the advertising discourse generally produces under the condition of violating the Cooperative Maxims, but it can be conducted by the observance of Cooperative Principle in the conversational rule. We hope that this study will shed some lights on composing the more effective advertising discourse and appreciating for the advertisement lovers.
Key Words: advertising discourse; ellipsis; Cooperative Principle; conversational implicature
摘要:近年来，广告语篇省略现象的功能分析受到了国内外学者的重视，而这在国内外也引发了一系列关于广告语篇的省略的功能分析方面的研究。然而，这些有关广告语篇及省略的研究涉及面较广，研究对象过于集中，主要以各类广告语篇中具体的词法、句法、修辞格，省略不同的成分及其功能为主；在研究方法上，以观察法、描写法为主。因此，本研究试图在合作原则视角下探讨广告语篇省略的会话含意。
在本次研究中，我们通过收集各种类型的广告语篇；然后对所选取的广告语篇材料进行分析、对比、总结。通过研究总结，我们发现了合作原则为广告语篇中会话含意的产生和推导省略中的会话含意提供了强而有力的理论依据。还有广告语篇中省略的会话含意通常是在违背合作原则的准则的基础上而产生，但是也可以通过遵守合作原则的会话规律而推导出来。我们希望本研究能为广告语篇的创造以及广告的爱好者提供一些见解。
关键词：广告语篇；省略；合作原则；会话含意
