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1、浅析合作原则的违反与公益广告幽默效果的产生TheHumorousEffectinPublicServiceAdvertisementBasedontheViolationofCooperativePrincipleAbstract:Inthelate20thcenturyGriceproposesCooperativePrincipleconsistingofthemaximofquantity,themaximofquality,themaximofrelationandthemaximofmanner.Thepresentstudyisapr
2、agmaticanalysisofhumourinpublicserviceadvertisementbasedonGrices'CooperativePrinciple.ItisdesignedtoillustratethatpublicserviceadvertisementdeliberatelyviolatesCPwiththepurposeofcreatinghumourandtransferringtheadthemeeffectively.Keywords:CooperativePrinciple;humour;publicserv
3、iceadvertisement摘要:著名的语言学家Grice提出的会话合作原则包含“量的准则”“质的准则”“关系准则”和“方式准则”四个方面的内容。本文利用合作原则对公益广告中的幽默效果进行语用学分析。试图说明公益广告有意识地违悖合作原则，以取得幽默的语言效果、实现公益广告的宣传目的。关键字：合作原则；幽默；公益广告IntroductionHangGuowenpointsout,"Publicserviceadvertisement,whichisdesignedtoservethepublicinsteadofmakingaprofit,is
4、alsocalledpublicadvertisementorserviceadvertisement"(309).Asuccessfuladvertisementneedsto"conformtotheAIDAregulations"proposedbyE.S.Lewis,whichmeans"Attention,Interest,DesireandAction"(qtd.inSunLiang264).Obviously,thisstandardisalsoapplicabletopublicserviceadvertisement.Inord
5、ertoachieveAIDA,advertiserstendtoregardcreatinghumourasausefulmediumintheiradoriginality.CooperativePrinciple,whichconsistsoffourmaxims--themaximofquantity,themaximofquality,themaximofrelationandthemaximofmanner,isfirstlyintroducedbyGriceinthelate20thcentury.Sometimespeoplefl
6、outthesemaximsfortheneedsofcommunication,inthatcasetheconversationalimplicaturegenerates．Inrecentyears,manydomesticandforeignscholarshavepaidmuchattentiontohumour,andtheyalsohavemadesignificantcontributiontoit.CooperativePrincipleisregardedasaguidetodoresearchonconversation.H
7、owever,therehavebeencomparativelyfewresearchesrelevanttothehumorouseffectinpublicserviceadvertisementbasedonCooperativePrinciple.Therefore,thepaperaimstoenrichresearchesonhumourinPSAfromtheperspectiveofviolatingCooperativePrinciple.ThisstudyishelpfulforfurtherunderstandingCoo
8、perativePrincipleandfullyenjoyinghumourinpublicserviceadvertisement.
