| With the development of global economy and the progress of globalization, the international trades are becoming more and more frequent. The high-speed development of global economy leads to the frequency of cross-cultural communication of information and culture. Advertising, as a kind of publicity means, becomes the important bond between global trades. The development of advertising has been in a prosperous age with advertising penetrating into different parts of social activities, which becomes an important and necessary part of human life. As a kind of persuading language, advertising has strong convincing power in order to realize the purpose of leading customers to buy products. Advertising language is the important carrier of advertising information which can show the convincing power of advertising. Considering the important roles of advertising, there are more and more linguists systematically studying the advertising languages from different points of view, such as the socio-linguistics, cross-cultural communication, stylistics and so on. Based on former studies, there are many achievements in this field. But in fact, there are few powerful theories that can be used to analyze the non-observance of cooperative principle in advertising. As a kind of special communication, advertising is not a direct action which can affect the potential consumers directly. In other words, in order to realize the persuasive and informing functions of advertising, advertisements should be attractive to potential consumers. Because of this, many advertisers violate the maxims in Cooperative Principle consciously so as to attract potential consumers’ interest. Even though there are some scholars trying to analyze it through the usage of Politeness Theory or Relevance Theory, the explanatory power is not enough and comprehensive. As a kind of standards of manner, politeness will be different according to different cultures. That is to say, the analysis of Politeness Principle is limited in certain cultural background. And explaining the connotation in advertising from Relevance Theory can’t be used to contain all the phenomena. The explanation of Politeness Principle and the Relevance Theory can’t explain the connotations in advertising comprehensively.Verschueren’s Adaptation Theory points out that language usage is containing the continuous language choices inevitably. These language choices are determined by the internal structure of language and some external elements, such as context. The pragmatic description and explanations of language application can be worked out from four perspectives, including contextual correlates of adaptability, structural objects of adaptability, dynamics of adaptation and salience of the adaptation process. There are three features in language which make sure that language users can make appropriate choices whey they are using language. The feature includes variability, negotiability and adaptability. Verschueren divides context into two aspects: the communicative context and linguistic context. The communicative context involves the mental word of participants, the social world and physical world of the context. In terms of the mental world of language users, it can contain some factors like personality, emotions, beliefs, motivations and desires of the participants. As far as the social world’s concerned, linguistic choices should be accordance with the factors such as institutions, social culture and social background, nationality, level of graduation gender and so on. Apart from these, the physical world is ingredients of communicative context. Time and space are the two most representative factors in physical world. The linguistic forms’ choices should comply with the mental, social and physical world of context.The language used in advertising can be regarded as a choice process of advertising language with the aim of conforming to the context in advertising. Advertising language choices contain not only linguistic forms but also linguistic strategies. The non-observance of Cooperative Principle in advertising is a kind of strategy which is applied by advertisers. The aim is accordance with the mental world of consumers and social and physical world of advertising and then realizes the communicative purpose of selling products. That is to say, the audience’s mental condition should be taken into consideration if the advertisers want to realize the marketing purposes. However, the Cooperative Principle, Relevance Theory or some other theory ignore the mental world of the target audience. What’s more, in most of pragmatic theories, the concept of context is not comprehensive. Generally speaking, context is stable but advertising is a dynamic process. Ignoring the influence of context is doomed to result in unsatisfactory explanation to any communication. In order to sort out these problems, the author tries to apply Verschueren’s Adaptation Theory into the explanations of the non-observance of cooperative principle in advertising, which pays attention the communicative context in advertising, including the mental statues of consumers, the social and physical world of advertising.This thesis analyzes the non-observance of Cooperative Principle in automobile advertising, which aims to explore how the creators of advertising violate the Cooperative Principles by taking the Adaptation Theory as the theoretical framework to realize the purposes of persuading consumers into buying their products. What’s more, the final purposes of this thesis contain two aspects: first of all, it intends to give some inspirations for the designers of advertising and help them have better understanding about the consumers’ mental world; furthermore, it aims to offer some suggestions to consumers about how to comprehend and distinguish the information in automobile advertising so that consumers can judge whether the products are needed or not. Apart from these, consumers can avoid the misleading and cheat by some mendacious information among such a large amount of different advertising. |
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