Theoretical Accounts Of CP, PP, And Advertising
Theoretical Background
2.1 Introduction
The present chapter represents a detailed theoretical account of CP, PP, and ads. First, it deals with CP and the four CM. Afterwards, it studies CCP, i.e. flouting, violation, opting out, infringing, and suspending. Then, the chapter sheds light on hedges, clash, implicature, and its types. After that, it tackles PP and its maxims. Finally, the chapter ends with definitions, characteristics, types, functions, and language of ad. Sign and symbol in ad are also explained here.
2.2 Cooperative Principle
The CP is a principle of conversation that describes how speakers and listeners (1) in everyday conversations interact with each other. In order to have a smooth and successful communication, …show more content…
In (1), B answers A’s question by providing adequate information and without adding any unnecessary information, whereas in (2), B provides more information than it is needed.
2.3.2 The Maxim of Quality
Grice (1975, p. 46) states that the maxim of quality consists of the super-maxim ‘Try to make your contribution one that is true’. Two more specific maxims which fall under this super-maxim are:
a. Do not say what you believe to be false.
b. Do not say that for which you lack adequate evidence. Cruse (2000) paraphrases the maxim of quality as "Do not make unsupported statements" (p. 355). The maxim of quality is concerned with truth-telling and requires the speaker not to tell a lie or say something for which s/he lacks sufficient evidence. For example:
(3) A: Do you know where Taj Mahal is? B: It is in India.
In (3), the maxim of quality is observed since A has not contributed what s/he believes to be false or for which s/he lacks adequate evidence. If B has said: I think it is in India, s/he will be still observing the maxim of quality because of using hedge (for more information on hedges, see
2.1 Introduction
The present chapter represents a detailed theoretical account of CP, PP, and ads. First, it deals with CP and the four CM. Afterwards, it studies CCP, i.e. flouting, violation, opting out, infringing, and suspending. Then, the chapter sheds light on hedges, clash, implicature, and its types. After that, it tackles PP and its maxims. Finally, the chapter ends with definitions, characteristics, types, functions, and language of ad. Sign and symbol in ad are also explained here.
2.2 Cooperative Principle
The CP is a principle of conversation that describes how speakers and listeners (1) in everyday conversations interact with each other. In order to have a smooth and successful communication, …show more content…
In (1), B answers A’s question by providing adequate information and without adding any unnecessary information, whereas in (2), B provides more information than it is needed.
2.3.2 The Maxim of Quality
Grice (1975, p. 46) states that the maxim of quality consists of the super-maxim ‘Try to make your contribution one that is true’. Two more specific maxims which fall under this super-maxim are:
a. Do not say what you believe to be false.
b. Do not say that for which you lack adequate evidence. Cruse (2000) paraphrases the maxim of quality as "Do not make unsupported statements" (p. 355). The maxim of quality is concerned with truth-telling and requires the speaker not to tell a lie or say something for which s/he lacks sufficient evidence. For example:
(3) A: Do you know where Taj Mahal is? B: It is in India.
In (3), the maxim of quality is observed since A has not contributed what s/he believes to be false or for which s/he lacks adequate evidence. If B has said: I think it is in India, s/he will be still observing the maxim of quality because of using hedge (for more information on hedges, see