摘要

随着社会的不断发展，广告已成为人们生活中不可或缺的一部分，广告已渗透到人们生活的每个角落。广告商为了使广告更能吸引人们的眼球以达到促使人们消费的目的，会在广告语中运用多种修辞、语调、声音及语境上做足文章。本文结合美国语言哲学家H. P. Grice的会话合作原则在广告语中有意违背这一点上做了些基本的浅析，并发现有意违背会话合作原则会使广告语达到出其不意的惊人效果。

关键词：会话合作原则；广告英语；有意违反合作原则

Abstract

With the developing of society, advertising has become an indispensable part of people's life. Advertising has penetrated into every corner of people's lives. In order to make the ads more attractive to promote people's attention and achieve the purpose of human consumption, the advertisers will use a variety of rhetoric devices in advertising in terms of language, tone, sound and context. This paper presents the very basic analysis regarding Conversational Cooperative Principle (CP) first proposed by American linguistic philosopher H. P. Grice who intentionally violates this point in advertising, the result of which convinced people that violating CP in advertising language produced amazing effects.

Key words: cooperative principle; English advertising; deliberate violation of cooperative principle.

1. Introduction
1.1 Literature review   
Nowadays, with the increasing popularity of mass media, the continuous development of social economy, advertising increasingly visible in our life, almost everyone living in surrounded by advertising, but the real heart is very rare. Therefore, successful ads design must attract people's attention; improve the people's interest, and the desire to purchase the goods. Advertising in order to achieve the fundamental purpose, in which language plays a vital role. Advertising designers must use many methods to design advertising. Advertising guru Aug said: "advertising is the life of the words." while another advertising guru Leo Bernar said "the text is the weapon of our industry, the text into the enthusiasm and soul while expressing in". So the advertising language is very important, this paper is also to be discussed in English advertisements of the cooperative principle deliberately violate will achieve what amazing results.