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 the  responsibilities  of  explaining  the  information  or connotations  which  the  pictures  or  advertising  plots  want  to  express.  Just  as Vestergaard  and  Schroder  said,  “advertising  takes  many  forms,  but  in  most  of  them language is of crucial importance.” (Vestergaard & Schroder, 2000: 35) 
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Chapter Three Theoretical Framework and Methodology  ..... 15 
3.1 Cooperative Principle ........... 15 
3.2 Verschueren’s Adaptation Theory ......... 18 
3.2.1 Making Choices ........... 19
3.2.2 Three Properties of Language ...... 19 
3.2.3 Four Angles of Pragmatic Investigation ...... 20     
3.3 Linguistic Adaptation Theory Applied in Advertising Language.........23 
Chapter Four Data Analysis and Discussion .... 27 
4.1 Adaptation to the Mental World .... 27 
4.1.1 Non-observance of Quantity Maxim ........... 28 
4.1.2 Non-observance of Quality Maxim ..... 31 
4.1.3 Non-observance of Relation Maxim .... 33 
4.1.4 Non-observance of Manner Maxim ..... 35 
4.2 Adaptation to the Social World ..... 39     
4.3 Adaptation to the Physical World ......... 41 
Chapter Five Conclusion .......... 44 
5.1 Summary and Major Findings ...... 44 
5.2 Limitations and Suggestions for Studies ...... 48 

Chapter Four Case Analysis: Data Analysis and Discussion 

According  to  Grice’s  Cooperative  Principle,  communicators  should  follow  the maxims in Cooperative Principle so as to make their speech easy to understand so that the  success  of  communication  can  be  made  sure.  In  advertising,  advertisers  should also  follow  the  maxims  in  Cooperative  Principle.  However,  the  real  phenomena  are that  advertisers  will  violate  maxims  in  Cooperative  Principle  intentionally  so  as  to arise  the  interests  of  consumers.  This  thesis  tries  to  analyze  the  non-observance  of Cooperative  Principle  by  applying  Verschueren’s  Adaptation  Theory  and  attempts  to find  the  reason  why  advertisers  violate  the  maxims  in  Cooperative  Principle.  The following  part  will  take  automobile  advertising  as  case  study  and  explores non-observance  of  Cooperative  Principle  according  to  Verschueern’s  Adaptation Theory.  

4.1 Adaptation to the Mental World  

Advertising  is  a  kind  of  one-way  communication.  Because  the  communicators are  not  present  when  advertising  occur,  the  effects  of  advertising  to  consumers  are indirect and hysteretic. That is the reason wh本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。