Abstract

With the globalization of commodity economy, English advertising, as a special way of communication, is not only the main means of business promotion, but also an important basis for consumers to make shopping choices. Therefore, English advertising requires not only uniqueness and diversity, but also accurate and clear expression of the information to be transmitted. English advertisement gradually integrates into people’s life in the process of globalization. This paper will study the analysis of violations of the principle of cooperation in English advertising sessions, through the four guidelines of cooperative principle, that is, the criterion of quality, the criterion of relationship, the criterion of mode and the criterion of quantity, and then summarize its effect, which can not only enable advertising to achieve the established creativity and persuasion, but also increase the induction and charm of advertising, and promote the English advertising designers to use the violation of cooperation principle more reasonably. 

Key Words: Cooperative principle;Violation application;Advertising sessions

 

Contents

 

1. Introduction 1

2. Observance and Violation of the Cooperative Principle 2

2.1 Implication of cooperative principle 2

2.2 Reason of violation of cooperative principle 2

3. The Application of Violation of Cooperative Principle 3

3.1 Violation of quantity criteria 3

3.1.1 Lack of information 3

3.1.2 Too much information 4

3.2 Violation of quality criteria 4

3.2.1 Hyperbole 5

3.2.2 Personification 5

3.3 Violation of relation criteria 6

3.3.1 Metaphor 6

3.3.2 Internal logic 6

3.4 Violation of manner criteria 7

3.4.1 Pun 7

3.4.2 Repetition 7

4. Conclusion 8

References 9

Acknowledgments 10