Abstract

Nowadays, advertisements have penetrated into every aspect of people’s lives. And car advertisements, with the improvement of people’s living standard, have gain increasing importance. In order to impress potential consumers and persuade them to buy the advertised cars, advertisers use a variety of advertising means in car advertisements, among which violating Cooperative Principle through rhetoric is an important and interesting way to achieve the desired effect. Cooperative Principle includes four maxims which are quantity maxim, quality maxim, relation maxim, manner maxim. And rhetoric is an important way to enhance artistic effect of language. 

This thesis attempts to discuss the violation of the cooperative principle from the perspective of rhetoric in English and Chinese car advertisements, in which some rhetorical devices such as pun, hyperbole, and metaphor are analyzed with detailed examples. And some violation problems are also discussed and some suggestions to solve these problems are provided, hoping to be helpful for the Chinese car advertisers to produce better car advertisements.  

Key words: car advertisements; Cooperative Principle; rhetoric; violation; suggestions

Contents

Abstract

摘要

1 Introduction.1

2 Literature review.2

2.1 Advertisement .2

 2.2 Cooperative principle.3

2.3 Rhetorical.5

2.4 The previous researches 6

3 The Rhetorical violation of Cooperative Principle in car advertisements.8

3.1 The rhetorical violation of quantity maxim..8

  3.2 The rhetorical violation of quality maxim..9

  3.3 The rhetorical violation of relation maxim10

  3.4 The rhetorical violation of manner maxim..11

4 Suggestions to the violation of Cooperative Principle.13

4.1 Problems in the violation of quantity maxim.13

4.2 Problems in the violation of quantity maxim.14

4.3 Problems in the violation of quantity maxim.14

4.4 Problems in the violation of quantity maxim.15

5 Conclusion.15

References....17