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This paper takes Cooperative Principle as the theoretical foundations to investigate and interpret modern TV advertising language. Based on the preliminary investigation on many TV advertisements, the author finds that Cooperative Principle is frequently violated in advertising, which leads to the hypothesis that the advertiser prefers the communicative strategy, non-observance of Cooperative Principle for the sake of contextual adaptation and sales promotion.
In order to probe into Cooperative Principle as a promoting strategy, the author collects and analyzes authentic advertisements from TV published in recent years. Modern TV advertisements, compared with magazine advertisements and radio advertisements, are easier to gather and study. Since the research focuses on the analysis of advertising language, modern TV advertisements provide an abundant language resource. Researches show that people pay attention to what interests them and ignore what doesn’t. One of the effective ways to catch people’s interest is by applying the Cooperative Principle (Grice 26). The author points out that in order to achieve the aim, TV advertisements express the ideas indirectly by violating Grice’s Cooperative Principle, thus producing implicatures. After analyzing the examples collected, a few reasons why TV advertisers are willing to express their ideas indirectly in modern TV advertising can be figured out.
It is sincerely hoped that this paper, on one hand, to some extent, will enrich advertising communication from the perspective of Cooperative Principle and help making advertising communication more effective; on the other hand, it will help the readers to be more conscious of the purpose of Modern TV advertisements.