Abstract
Cooperation Principle (CP) and Politeness Principle (PP) are two basic pragmatic principles in communication. There is complementary relation between them. The present paper aims to analyze how, by breaking down conventional and stereotyped language, English advertisers strategically observes or violates CP and PP to express the intentions of advertisers in different ways. The study also shows the complementary relation of these two principles in English advertisement.
Keywords English advertisement; Cooperation Principle; Politeness Principle; complementary relationship

在交际过程当中，合作原则和礼貌原则是两项基本语用原则。这两种原则之间存在着互补关系。本文将主要分析英语广告设计师，通过不同的方法，巧妙地遵循或者违反合作原则和礼貌原则来表达意图。本文也将展示在英文广告中这两种原则的互补关系。
关键词  英文广告 合作原则 礼貌原则 互补关系

As a direct service medium of economy, advertising language is an important research subject in social pragmatics. The process of advertising is AIDA (Attention, Interest, Desire, Action). (Huang Guowen, 2001) The mission of advertisers, is using language to transmit information, which triggers interest and purchase desire of consumers, and finally prompts consumers to buy the advertised commodity in purpose. Through the use of language in advertising, the advertisers either follow or violate Cooperation principle and Politeness principle consciously or unconsciously to add the charm of advertisement so as to achieve their communication ends. This paper aims to investigate the way in which advertising subject strategically makes use of Cooperation Principle and Politeness Principle in order to persuade consumers to buy commodity.