An Analysis on Conversational Implicature in Advertisement

hwsy@overseaen.comISSN 1009- -5039h://ww oveneaen comOverseas English海外英语Tel:+86- -551- -56908115690812An Analysis on Conversational Implicature in Advertisement钱亚慧(天津师范大学津沽学院外语系天津300384)Abstract: In this essay, we focus on our attention on advertising language' conversational implcature,with the utilization of Cognitive Lin-guistics, Pragmatics. The essay also analyzed the embodiment and utilization of conversational implicature in advertising language. with thestudy on advertising language, we aso put forward the existing problems as well 2s corresponding suggestions. Advertising language aims atpersuading, so studying on the advertising language 's conversational implicature plays a significant role, and whether the utilization of con-versational implicature theory is properly or not has a direct infuence on the result. In addition, there are various of media, and culturalbackground advertisements, all of these contributed to the diferent characteristics of advertising language.中图分类号:G613文献标识码:A 文章编号: 1009- -5039(2011)12- -0296 -021 Background information of Conversational Impi-society observing advertisement language. Thus, researching basedcature in Advertisementon the combining life and vocational.Human's language can create some extra information except2 Why We Study the Conversational Implicaturefor the content.That is to say, the form of language can convey andIt is meaningful to study thconversational implicature ofexceed the original meaning, namely, implicature. From the formingwhen designing the advertisement language, which will promote theof language.the ambiguity of language makes the language process8ocial intercourse. Conversational implicature is a double- -sward, ifthe character of implicature. Conversational implicature plays a sig~it is utilized properly , it will create successful results. On the othernificant role in studying the creation and mechanicanism. As for ad-hand it will fail. After the analysis, basically, there are four sugge8-vertisement language is a Boecial language form, it has a direct influ-tions: avoid false advertisement, check the quantity of the informa-ence towards the conveyance conversational implicature. From de-tion, pay attention to abiding to principle of politeness , and providesigning to launching the adverisement, and the language's conver-the best connection.sational implicature is a important inference factor. ConcermingIf advertisement provider goes against the principle of cooper-with the conversational implicalure has formed a syalematic theory,ate and provide false information, it is possible the resuls will bein the field of advertisement language, the study of conversationalfail. In advertisement, the content of advertisement should be real,implicature is a blanket. There is no doubt that is a valuable topic.credible, they can not use means to hint the audience to deduce theIt is very common finding conversational implicature in Chi-conclusion that does not meet the objective facts. Orit will be anexe conversation, but from the version of linguistics the study sye-false or unfair competition advertisement. It is better not using . thetem originated from the west scholars.most.. best.* frst., and so on. For it is difcult for the audience toFrom John Austin, the British philosopher thought in people'sjudge weather it is true or nol, if it can not be proved, it is a false ad-conversation, he divided the conversation into "descriptive" andvertising"intention", the forner is either ture or false, which can be proved:while the ltter is either true or false, it can not be proved.er should consider the conversational implicature of the contents. I:After he pul forward this theory, scholars linguists philoso-is possible that audience will combine some other factors of the ad-phers socialists and psychologists began to pay much attention onverisement and deduce false facts. In this way, it goes againsl thethe research of conversational implicature, and achieved great suc-principle of quality. For example, some advertisement designer willcess.invite a professor in the target products. In this way, the advertise-In our country, the scholars of English began to introduce thement will convey a meaning of authority and credible. While in fact,conversational implicature from the 1980s. And their introductionit is possible that the professor or the celebrities have not used theof H.P. Grice' theory has promoted the research on the implicaliveproducts before which lack of convincing. In this way, it is also aissues. Some of the eminent representaives are Hu Zhuanglin ，false advertisement.Xiong Xueliang. Xv Shengheng. And the researches were based onH.P. Grice's theory of conversational implicature helped usthe sting theory. which lacks creatity based on the Chinese mate-gain a better understanding of the conversational implicature, andrials. And the docaments for advertisement language were rare fromhis theory has provided us a theoretical guidance. Conversationalthe version of conversational implicature. Most of the research onimplicature's theoryy include: Cooperative principle, the Hom scale,advertisement language were inspecting from Morphology, Syntax,the Levinson's Generalized Conversational Implicature theory andand the characteristics of the article, which lacks the perspective ofRelevance theory.中国煤化工inst these princi-TYHCNMH G收稿日期:2011-10-13修回 日期:2011-10-20296◆重孚豌1111111118.栏目责任编辑:澈嫒嫒2011年12月Overseas English海外美海ples is diferent, generally speaking, conversational implicature dealized conversation implicature and specialized conversation impli-ducing will apply the theory accordding to the quantity, information,cature. H.P.Crice holds the idea that in a successful conversation,as well as the Hom scale. If the advertisement producer intentional- both the speaker and the listener should abide some principles. Ifly run counter to the principle of politeness or cooperative, wethe speaker goes against the priciple, the listener would probablyshould analsize the particular case in particular. Advertisement lan-seek the reasons of violating and deduce the implicatures of theguage is a kind of special language with an objective of persuasion,words we name it special implicature. H.P. Crice has researchedwhich is specially important in the usage of conversational implica-on the specialized situations which go against these principles. Theture. On the one hand, conversation implicature meet the require-existence generalized implicature don not lean on the specializedments of meaningful advertisement language. On the other hand, asituation, only depend on the special words. Levinson classifiedlot of problems appeared when designing the adverisement, if thestandard depend on if it is happen in a special situation. As a mat-advertisement language is not used properly, the advertisement lan-ter of fact, generalized implicature and specialized implicature haveguage conversation implicature will be a failure. Even though theredifferences and conect with each other. A generalized implicatureare a lot of immature problems about this issue, but I believe, in theis the foundation of the specialized conversation. And specializedfuture, we will achieve a great success.implicature usually is the usage of generalized implicature in some3 The Role of Conversational Implicatureoccasions.Conversational implicature make great contribution to the de-Principle of conversation is the most important part of conver-sign of advertisement language. If people do not use the conversa-sational implicature, which not only make the prineiples clear, buttional principle properly, which will impede the social intercoursealso provide theoretic evidence for conversational implicature. TheGricean theory included Cooperative Principle and Politeness Prin-of conversational principle attribute to many fake advertisements a8eiple. The purpose of using Cooperative Principle was due to somewell as unsuccessful advertisements.special accidents, which was violate to these principles. The Grice-an theory of politeness has explained the reasons of counter theReference:principles of cooperative principle in conversation, Levinson's theo-[1] 0Austin J L.Names of persons: How to do things with words[M].ry subdivided the Quantity and Quaity in Coperative Principle. ItForeign Language Teaching and Research Press,2005.was called the best Relevance Theory ,which supports the idea that[2] Zhang ya- fei.Comment on Relevance theory[J}.Teaching andthe theory is a process the speaker "express"the cogitation languagestudy on foreign language,2006(5)-.environment, and the listener seek for the best relevance. And these[3] Grice H P.Students in the way of words(M].USA: Harvard Uni-principles proved theory evidence for conversational implicature.versity Press,1989:25.The principle of Relevance Theory, Politeness Principle, the Horm[4] Grice H P.convensational implicature theory's development inScale , all contain advantages and disadvantages, in the study ofChina[M].Heilongjiang University Newspaper Zhong baichaoconversational implicature, they can complement each other on dif-Levinson, S.C. Pragmatics Cambridge: Cambridge Universtiyferent occasions.H.P. Grice has set up the concept of conversation implicature.Press,1983:131.And Levinson has divided the conversational implicature into gener-公日.中国煤化工MHCNMHG栳目责任编料:谢嫒嫒VNN通酾涩I\297