Abstract: Drawing on the research findings conducted before, this paper adopts Qualitative Research Method to research the advertising slogans in English and analyzes the cases of the violation of Cooperative Principle. The conclusion of this paper will help readers understand Cooperative Principle by Grice fully, and provide some theoretical reference as well as guidance for those who wish to better understand the special effects in English advertising. By reviewing the papers which touch upon the Cooperative Principle, the author, equipped with the theories, analyzes the four maxims of violation of Cooperative Principle one by one and draws a conclusion that through the violation of the Cooperative Principle, advertisers enhance the charm of the advertising to attract the consumers’ attention, interest them up and stimulate their desire for the products so that they can achieve the increase in the sale of the products.
Key words: advertising slogan; Cooperative Principle; violation
摘要：本文借鉴前人对广告语言的研究成果，采用定性分析研究方法对英语广告语言进行调查研究，分析其违反合作原则的现象。本文所得出的结论将帮助读者更全面地理解格莱斯的合作原则，也为准确理解英语广告中的特殊效果提供一定的理论参考和指导。笔者通过对合作原则及其违背现象的文献回顾，结合理论对英文广告中违背合作原则的四条准则一一分析，得出结论。即：广告语言通过违背合作原则，增加广告本身的魅力，吸引消费者的注意，使消费者对产品产生兴趣，激发购买欲望，最终实现产品销售。
关键词：广告语言；合作原则；违背
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