A Study On Rhetorical Device Flouting The Maxims Of Cooperative Principles In Advertising

As a kind of mass media, advertising can provide goods, services or concepts.It is more and more showing its important influence on the role of competition in themarket. Advertising language is the fulcrum of the whole advertising, so the good orbad language can play a decisive role in the success or failure. Therefore, in order toget a good publicity, advertising language must be very convincing and attractive. Theuses of figures of speech in ads flouting the CP deviate from the routine intentionally.They don’t fail to bring barriers to communication on both sides; on the contrary, theuses of figures of speech are conducive to creating conversational implicature,enriching language expression, achieving a unique language effect.Grice’s Cooperative Principle is one of the most important linguistic principles,based on the theory of Cooperative Principle; this paper analyzes the figures of speechof some advertising languages skillfully which flout the maxims of quantity, quality,relation and manner. The uses of figures of speech which subtly deviate from theprinciples of CP under certain circumstance can not only achieve good results buthighlight the unique language style. Advertising language is simple and concise, vivid,rhythmic and beautiful, pregnant with meaning, with a strong artistic impression andartistic beauty. The emphasis and pursuit of aesthetics make the advertising havesuccessfully mastered the aesthetics, rhetoric and linguistic. The thesis also makes afurther inquiry of rhetoric advices flouting the CP from aesthetic perspective. Makinguse of many examples analyzes the aesthetics of phonology, conciseness, structureand connotation of rhetoric device.In the former study of advertising, it is simply from the perspective of rhetoric orpragmatics. In this thesis, it combines the two perspectives together in order to let thereads know the using of metaphor, hyperbole and pun deviating from the conventionaland the CP are very good to meet the psychology of some consumers. The conclusionsof this paper can have a more comprehensive understanding and further inspiration toGrice’s Cooperative Principle and can also provide a theoretical reference andguidance for the readers to read and appreciate advertising from a different perspective. On the one hand, it provides a broader approach and perspective foradvertising designers to design excellent ads, on the other hand, it also helps theconsumers better understand the meaning of advertising, enjoy the advertisinglanguage and identify the deceptive advertising effectively.