Abstract: Nowadays, with the development of market economy, advertisements have become a part of our life and affected people’s daily lives directly. As an important phenomenon in our society, advertisements can be studied by many perspectives, such as pragmatics. Also, it is known that advertising language is an indispensable element for advertisers to realize their purposes. So using suitable advertising language is very important. Studying the Cooperative Principles and its violation will help advertisers to create humor in advertising language so that the customers will be attracted to buy the advertisers’ products. On the other hand, it is also of great help for consumers to avoid buying poor quality products with higher prices by some deceptive advertisements. This paper is composed of six parts. The first part introduces the background and significance of the paper. The second part introduces the previous studies on the humor in advertising English. The third part gives a brief introduction of advertising and advertising language. The fourth part describes the Cooperative Principles. The fifth part presents details about humor in advertising English associated with the Cooperative Principles. The sixth part displays a brief conclusion. It is hoped that this paper will provide some suggestions for the advertising learners and help to create some successful advertises.
Key Words: Cooperative Principles; humor; advertising English; violation

摘要：现在，伴随者市场经济的发展，广告已经成为我们生活的一部分并且直接地影响人们的日常生活。作为一种社会的重要现象，广告可以从多角度进行研究，例如语用学。当然，众所周知，广告语言已经成为广告者实现其目的的一种必不可少的要素。所以用恰当的广告语言显得十分重要。对合作原则以及违反合作原则的学习可以帮助广告人在广告语言中创造出幽默，从而吸引消费者购买广告者的产品。另一方面，它也可以避免让消费者被虚假广告所欺骗而买价高质差的产品。这篇文章分为6个部分。第一部分介绍一下背景以及这篇文章的重要性。第二部分阐述对英语广告幽默的前人研究。第三部分介绍广告和广告语言的含义。第四部分描述合作原则。第五部分具体描述与合作原则相关的广告英语的幽默。第六部分陈述结论。我希望这篇文章可以为广告学习者提供一些建议，帮助他们创造出成功的广告。
关键词：合作原则；幽默；广告英语；违反

Recently, advertisements have become very important with the development of national economy, and advertisements can create enormous economic value by using proper advertising language. And advertisement will be attractive if it is humorous. Therefore, creating a humorous advertisement is important for advertisers. Wherever we go, we would like to see something interesting, especially when we lounge about subway station or bazaar, then, the advertisements will play a role. So, this paper will discuss the creation of humor in the advertising English associated with the Cooperative Principles.