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Abstract Advertising has already penetrated into every corner of our society and gradually become an essential part of people’s daily life. In this case, in order to meet people’s aesthetic and psychological needs, advertising has changed from a rigid and boring style to a more flexible and attractive model. Therefore, humorous advertising becomes prosperous. The study on humor has originated from the Aristotle era and draws much attention of the scholars from multi-disciplines. Since the 1950s, the study on the application of humor has begun to make a conspicuous figure, including the humorous words in oral communication, the humorous text in famous works, and the subtitle translations of humorous films and so on. This thesis is intended to briefly analyze the humor in Chinese advertisements from the perspective of violating the Cooperative Principle. On the one hand, the conclusion this paper has come to is able to help consumers understand overtones of humorous advertisements and avoid being tempted into buying some poor-quality products by some deceptive advertisements. On the other hand, it offers a wider way for advertising designers to create excellent ads. 54054
Key Words: advertising; humor; the Cooperative Principle
摘要广告已经渗透到社会的每一个角落，逐渐成为人们日常生活中不可或缺的部分。在这种情况下，为了满足消费者的审美和心理需求，广告开始从单一无趣的文体向更灵活、更有吸引力的模式转变。幽默广告随之繁荣起来了。幽默研究起源于亚理士多德时代，吸引着多个领域的学者们的注意。20世纪五十年代以来，幽默的应用研究开始纷纷崭露头角，口头交际中的幽默言语，名著作品中幽默文本，幽默电影的字幕翻译等逐渐成为幽默应用研究对象。本篇论文选择从违背合作原则的视角浅析中文广告中的幽默现象。一方面，文章中所得出的结论可以帮助消费者理解幽默广告的言外之意，避免消费者被一些欺骗性的广告哄骗，去买一些质量差的产品。另一方面，也为广告设计者设计优秀广告增添了更宽广的途径。
毕业论文关键词：广告;幽默;合作原则
Contents
1. Introduction 1
2. Literature Review 2
3. Brief Introduction of Advertising 3
3.1 Definition of advertising 3
3.2 Classification of advertising 4
4. Humor and Humor Theory 4
4.1 Definition of humor 5
4.2 General review of humor 5
5. The Theory of the Cooperative Principle 7
5.1 Notion of the CP 7
5.2 Specifications of the CP 7
5.3 Flouting of the CP 8
6. Realization of Humor in Chinese Advertising by Flouting the CP 9
6.1 Flouting the Maxim of Quantity 10
6.2 Flouting the Maxim of Quality 11
6.3 Flouting the Maxim of Relation 12
6.4 Flouting the Maxim of Manner 13
7. Conclusion 14
Works Cited 16
1. Introduction
Thanks to the development of science and media, advertising has taken an increasingly important place in our daily life. As we all know, advertising, a special kind of bridge, connects merchants with consumers. Or it may be regarded as a one-way communication, which means that consumers received the information that advertisers want to convey without the process of exchanging messages. As a result, advertising needs to be more interesting and attractive so that people can be persuaded to purchase the products. As a result, humorous advertising attracts people’s attention.