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

ABSTRACT
   
At present, advertisements have penetrated every corner of the world and have influence on people by various means. Advertisers employ varied strategies to attract customers’ attention. While, cooperative principle is applied frequently in advertisements. This paper explores how advertisements attract customers and persuade them to buy numerous products from the perspective of cooperative principle with specific English advertisements. The study shows that advertisers earn customers’ trust by observing cooperative principle. Conversational implicature is produced, which makes advertisements more appealing, innovative and humorous. Consequently it catches customers’ eyes and stimulates their desire for purchasing. This paper focuses on the discussion of application of cooperative principle in advertisements and advertisers will employ cooperative principle in a better way to attract customers and stir up their desire to buy products.

Key words: English advertisement; cooperative principle; conversational implicature
 
Chapter One Introduction
    With the development of economy and globalization, advertising has witnessed earth-shaking developments. People are bombarded with all kinds of advertisements whenever people read newspapers or magazines, turn on the TV, and even watch the film. Moreover advertising language plays a vital role in realizing advertising purposes. From the past till now, a great number of scholars have explored this field from different perspective，such as aesthetic, psychology, sociology and have made fruitful contributions.