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y advertisers should focus on the mental world  of  consumers  so  as  to  ensure  the  persuasive  function  of  advertising  can  be realized. Verschueren thinks that the mental world of communicators mainly contains personality, emotion, belief, intention and so on. In advertising, consumer demand are the  major  parts  of  consumers’  mental  world.  It  refers  to  the  requirements  to  the objects  which  are  closely  related  to  life,  labor  and  culture.  The  common  consumer demand  includes  the  rational  appeals,  emotional  appeals  and  the  combination  of rational  and  emotional  appeals.  In  other  words,  if  advertisers  want  to  transfer  their intention  and  make  their  advertisements  persuasive  and  informative,  advertisers should take into consideration of consumers’ rational appeals and emotional appeals. 

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Conclusion 

This  thesis  tries  to  analyze  the  non-observance  of  Cooperative  Principle  in automobile  advertising  by  taking  Verschueren’s  Adaptation  Theory  as  framework. According  to  Adaptation  Theory,  language  usage  is  a  process  of  containing  the continuous language choice inevitably. These language choices are determined by the internal  structure  of  language  and  some  external  elements,  such  as  context.  The context contains the physical world, social world and mental world. Not only forms, but  also  strategies  are  included  in  language  choice.  Non-observance  of  Cooperative Principle  is  a  choice  of  strategy,  which  requires  making  specific  choice  in  different surface structure. The purposes of language choice are to comply with context and to realize communication.  Advertising  language  is  different  from  the  languages  which  are  used  in  normal communication. Advertising language has its own style and functions. Compared with normal daily communication, advertising is not a face-to-face communicative activity, which  means  the  influences  of  advertising  on  consumers  are  not  direct.  In  order  to persuade consumers into buying the particular goods or services which the producers want  to  sell,  the  advertising  language  should  be  powerful  and  persuasive.  What’s more, because the time which is used by consumers to watch advertisements is limited, a  good  advertisement  should  be  able  to  provide  as  much  as  information  which consumers  want  to  know.  Considering  the  fact  that  the  impacts  of  advertis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。