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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奥斯汀（J．L．Austin）创立的。1955年，奥斯汀在美国J.L.Austin.In1955,hegaveaseriesoflecturesin哈佛大学作了一系列讲座，讲稿于1962年结集出HarvardUniversity,andlaterabookcalled“Howtodothingswithwords”waspub
7、lishedbasedonhisspeech(Austin,1962).Speechacttheoryholdsthataperson其实就是完成了三种不同的行为：言内行为actuallycompletesthreedifferentactsatthetimeofspeaking:locutionaryact（locutionaryact）、言外行为（illocutionaryact,,,illocutionaryactand后行为（perlocutionaryact）。言内perlocution
8、aryact.RelevancetheoryisputforwardedbySperberandWilsoninlastcentury.SperberandWilson（1986）认为，语言的交际是一个明示———推Wilsonthinksthatlanguagecommunicationisanostensive--inferential理过程，而不是传统交际理论的编码———解码过process,insteadofthetraditionalencoding–decodingone
