Abstract

Driven by the rapid development of global economy, the competition in product sales is becoming more intense and fierce. Commercial Advertisement that is used to publicize and promote products plays an important role in it. Especially, English commercial advertisements convey information about products and service to the whole world. After penetrating into every corner of the society, it gradually becomes people’s daily life. The purpose of this study is to analyze the implications of different kinds of advertisements with Cooperative Principle and then come up with some advice for the development of advertising. This study reveals the real meaning of commercial advertising through figuring out the reasons why advertisers adopt various strategies to create those superb or worse advertisements. What’s more, it helps us avoid falling into the tricks hidden behind some advertisements.

Key words: Cooperative Principle; advertising; non-observance