“Grice”理论对广告语言语用失误的消解

会话合作原则准则的遵守与违背都会产生会话含义。现实生活的不少广告语言交际中，广告商对准则的遵守、故意违背并未获取所需的会话含义，而且常常存在对其准则的无意违背，使得广告语言产生了完全相反的会话含义，背离广告初衷，形成一定的语用失误。从合作原则的遵守、准则的故意违背以及无意违背等方面产生的消极会话含义导致语用失误进行研究，可以揭示广告失败的部分原因．

Interpretation of Pragmatic Failure in the Advertising Language from Perspective of "Grice's Conversational Implicature"

The observation or the violation of the maxims of CP,will lead to some certain conversational implicatures.In many ads in reality,the advertisers,in many cases,fail to achieve the conversational implicatures they need no matter when they observe or deliberately violate the maxims of CP.Besides,some unexpected violation of the maxims often exists.As a result,the advertising language brings about converse implicatures,which deviates from the initial purpose,leading to a certain pragmatic failure.Research on t...