A Study of Principle of Conversation in Advertising Language

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19 citations0/0 files storedTheory and Practice in Language Studies

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Linguistics and Language Analysis Linguistics and Discourse Analysis Language, Discourse, Communication Strategies

Abstract

Principle of Conversation includes Grice's Cooperative Principle (CP) and Leech's Politeness Principle (PP).Advertising language can produce conversational implicatures and exert stronger persuasive effect by observing and violating the Cooperative Principle.At the same time, some public service advertisements comply with the Politeness Principle.The paper offers a wider way for advertising designers to create excellent advertisements and also make them pay attention to some problems existing in ads.On the other hand, it is also of great help for consumers to understand the implied meaning of advertisements and avoid being tempted into buying some poor quality products by some deceptive advertising.

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References

1978Universals in language usage: Politeness phenomena 1990Perspectives on politeness 1966English in advertising : a linguistic study of advertising in Great Britain 1999An Introduction to Linguistics 1996Language and Understanding 2006Language and Understanding(1970)1968English in advertising: a linguistic study of advertising in Great Britain

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