Abstract

Advertising slogans are almost everywhere in nowadays rapidly developing society. In order to provide slogan receptors with multitudes of efficient messages in the limited time and space, metaphors are often employed in slogan design. Therefore, metaphor as the cornerstone of meaning and truth plays a vitally important role in our understanding of the external world．Simultaneously, as rhetoric means in literature, the ultimate function of the metaphor in advertising English is to attract the public attention. The metaphor is also a kind of cognitive phenomena, closely related to the mode and evolution of people’s thinking. This thesis, using the Cooperative Principle of Grice, analyzes and evaluates the function and usage of metaphors in slogans of advertising English, laying special emphasis on the significance of the CP to metaphors in advertising slogans and the advertising effect resulted from the violation of the Maxim of Quality.

Key words: the Cooperative Principle; Metaphor; advertising slogan; violation

Contents

Abstract

摘要

1. Introduction-1

2. On Metaphors in English Advertisement Slogans-2

2.1 Definition and Characteristics of Slogans-2

2.2 Metaphors in English Advertisement Slogans-3

3. Paul Grice’s Cooperative Principle-5

3.1 Definition of the Cooperative Principle-5

3.2 Grice’s Maxims-5

3.3 On Conversational Implicature-7

4. Analysis of Metaphors in English Advertisement Slogans with CP-7

4.1 Functions and Application of Metaphors in Advertisement Slogans-8

4.2 The Significance of the CP to Metaphors in Advertisement Slogans-9

4.3 Effects of Metaphors’ Flouting the Maxim of Quality in Advertisements.-10

5. Conclusion-13

Works Cited-14