从交际的角度看,一则广告就是一个交际行为,借助格赖斯“会话含义”和“合作原则”理论,透过广告诉求的分析,可以充分了解广告诉求的动机。广告主违反有关的“合作原则”的动机,可能是故意为之。让受众上当受骗;也可能是想让受众从话语中推导出会话含义,以收到最佳诉求效果。这两种违反准则的情况是完全不相同的。 From the communicative point of view, an advertisement is a communicative act. With the help of Grice’s “Conversational Implicature” and “Cooperative Principle” theory, through the analysis of advertisement demands, we can fully understand the motivation of advertising appeal. Advertisers who violated the motivation of the “principle of cooperation” may have done so intentionally. Let the audience deceived; it may also want to make the audience derive the meaning of the conversation from the discourse in order to receive the best appeal. The two violations of the guidelines are totally different.