中文摘要：如今，广告已渗透到世界的每个角落，并且通过各种渠道影响人们的生活。广告运用各种技巧吸引消费者的注意。而合作原则是广告最经常运用的原则。本论文从合作原则出发，结合具体的英语广告词从遵守和违反合作原则两个方面来探究广告如何吸引消费者，并说服消费者购买。本文发现通过遵守合作原则，广告商赢得了消费者的信任。相反由违反合作原则而产生的会话含义使广告更具吸引力和创造力，并在一定程度上产生了幽默感，从而抓住消费者的眼球，诱发消费者的购买欲。这篇论文着重讨论合作原则在广告中的运用，广告商将会更好地运用合作原则从而吸引消费者，促发消费者的购买欲。

关键词：英语广告；合作原则；会话含义

TABLE OF CONTENTS

中文摘要

ABSTRACT

Chapter One Introduction-1

Chapter Two Theoretical Background-3

2.1 Definition of cooperative principle-3

2.2 Definition of conversational implicature-4

Chapter Three Observance of Cooperative Principle in English Advertisement-5

3.1 Analysis of observance of cooperative principle in English advertisement-5

3.1.1 Observance of maxim of quantity-5

3.1.2 Observance of maxim of quality-6

3.1.3 Observance of maxim of relation-6

3.1.4 Observance of maxim of manner-6

3.2 Purposes of observance of cooperative principle in English advertisement-7

Chapter Four Violation of Cooperative Principle in English Advertisement-8

4.1 Analysis of violation of cooperative principle in English advertisement-8

4.1.1 Violation of maxim of quantity-8

4.1.2 Violation of maxim of quality-9

4.1.3 Violation of maxim of relation-9

4.1.4 Violation of maxim of manner-10

4.2 Production of conversational implicature by violating cooperative principle in English advertisement-11

4.2.1 Analysis of conversational implicature in English advertisement-12

4.2.2 Purposes of violating cooperative principle in English advertisement-14

Chapter Five Conclusion-16

REFERENCES-18

ACKNOWLEDGEMENT-19