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1、ProfessorAcademicWritingAugust25,2015ResearchonViolationofCooperativePrincipleinAdvertisingLanguagefromthePerspectiveofPragmatics1.IntroductionLinguisticsiswidelyusedinourdailylife.Asabranchofappliedlinguistics,pragmaticsplaysanimportantroleinvariousw
2、ays,ofwhichthefourmaximsofcooperativeprincipleisvividlydemonstratedinadvertising.Englishadvertisingisaspecialprocessofcommunication,thespeakeristheadvertiserandtheheareristheconsumer.Asweknow,allthemaximsarenotfollowedbyeverybodyallthetime,thatistosay
3、boththeadvertiserandtheconsumerusuallyviolatethemaximsbuttheyareawareoftheviolationinthecommoncommunication.Inthisspecialcommunication,theadvertisinglanguagealsoshouldobservethecooperativeprincipletomakethecommunicativelanguagebeappropriate,real,relev
4、ant,conciseandstraightforward.Howeverthiskindofadvertisementisoftenunabletoattracttheattentionofconsumers,butthosenewuniqueEnglishadvertisementscandrawtheconsumers’attention.SothesenewuniqueEnglishadvertisementsblatantlyfloutthemaximstomaketheconsumer
5、sbeawareoftheviolationsandgettheimplicitmeaningaccordingtotheliteralmeaning.Thereforetheadvertiserscanmaketheconsumersbeinterestedintheirproductsandstimulatetheconsumers’desireforconsumptionandthenultimatelyachievethepurposeofadvertisement.2.Literatur
6、ereviewFirst,literaturefromabroad.SpeechacttheoryisproposedbyBritishlanguagephilosopher奧斯汀（J．L．Austin）創(chuàng)立的。1955年，奧斯汀在美國J.L.Austin.In1955,hegaveaseriesoflecturesin哈佛大學(xué)作了一系列講座，講稿于1962年結(jié)集出HarvardUniversity,andlaterabookcalled“Howtodothingswithwords”waspub
7、lishedbasedonhisspeech(Austin,1962).Speechacttheoryholdsthataperson其實就是完成了三種不同的行為：言內(nèi)行為actuallycompletesthreedifferentactsatthetimeofspeaking:locutionaryact（locutionaryact）、言外行為（illocutionaryact,,,illocutionaryactand后行為（perlocutionaryact）。言內(nèi)perlocution
8、aryact.RelevancetheoryisputforwardedbySperberandWilsoninlastcentury.SperberandWilson（1986）認為，語言的交際是一個明示———推Wilsonthinksthatlanguagecommunicationisanostensive--inferential理過程，而不是傳統(tǒng)交際理論的編碼———解碼過process,insteadofthetraditionalencoding–decodingone
