Abstract: As the market economy is developing rapidly today, the advertisement as a means of sales promotion becomes an indispensable part of people’s daily life. Advertising language is an important factor in realizing the advertising purpose. This thesis draws on Grice’s Cooperative Principle to analyze the language in Chinese and English advertisements for consumer goods through qualitative case study. It examines the cases of obeying and flouting the maxims of the Cooperative Principle and reveals the implicatures in advertisements.

Key words: advertisement, Cooperative Principle, conversational implicature

摘要: 随着市场经济的迅猛发展，广告成为人们日常生活中不可或缺的一部分。广告语言是实现广告目的的重要手段之一。本文以中英文消费品广告语言为研究对象，以格赖斯提出的合作原则为理论基础，采用定性的案例分析研究方法，分析中英文广告中遵守和违背合作原则的现象及规律，以阐释广告语言的会话含义。

关键词: 广告，合作原则，会话含义