陆晓鸿在“语用学理论在广告中的运用”一文中.也针对合作原则在广告中的遵守和违反作了具体的阐述.并通过例证从合作原则的四条准则出发.说明了广告语言的特点.
In the article "Application of the Theory of Pragmatics in the Advertisement",Lu Xiaohong also elaborates the observation and violation of the principle of cooperation in the advertisement and describes the features of language used in the advertisement by example illustration,based on the 4 norms of the principle of cooperation.
两位学者通过对媒介中所出现的广告实例的分析.都揭示了广告人由于产品宣传和广告语境的需要,经常有意识或无意识地在运用广告语言时违反合作原则.
By analysing the cases presented in the media,the two scholars reveal that advertisers often violate the principle of cooperation with or without consciousness when applying the advertising language due to the needs of product popularization and advertisement context.
但是,针对广告语言违反了合作原则.是不是为了遵循其它的语用原则,广告语
言作为特殊的功能性语言,在运用中是否需要遵循基于合作原则之上的第一级原则,以达到广告交流的目的?两位学者并没有做相关阐述.
However they don't make any arguements on the followings:whether the violation of the principle of cooperation in the advertising language is to observe other pragmatic principles?As a special functional language,is there a need for the advertising language in application to observe the primary norm,which is above the principle of cooperation,in order to realize its function of advertisement communication?
