摘要

随着商业竞争的日益激烈及全球化趋势的日益凸显，广告业的地位与日俱增。人们通过各种形式的广告来了解产品的相关信息，诸如日用品广告、化妆品广告、服装广告等。而盈利是众多公司企业生存的根本及最终目标，为了达到这个目的，商家往往会利用广告语夸大或者优化产品的信息，造成广告产品介绍信息的虚假，从而误导或诱使消费者购买其相关产品。
本文采用理论阐述、实例分析、调查统计、归纳总结等量化加质化的方法，借助问卷调查，分析消费者对日用品广告的了解程度及其态度；从违反合作原则角度对典型的英语日用品广告语进行解读分析。课题有利于消费者加强对广告语言的理解并学会辨析其广告语之后真正的产品信息，从而做出正确、理智的消费选择，具有较强的理论和现实意义。
   
关键词：日用品广告；合作原则；语用效果；违反合作原则

Abstract

Advertisement becomes an essential part in our daily life, especially when business competition is more fierce than ever before and the trend of globalization is more and more obvious. People get to know products information through various advertisements, such as daily necessities advertisement, makeup advertisement, clothes advertisement and so on. While making profits is many companies base and ultimate goal. In order to achieve this aim, advertisers make their efforts to design a good advertisement by means of violating the Cooperative Principle deliberately and exaggerate and modify their products information so that it seems perfect. So customers will be misled and persuaded to buy relevant products by false introductions.
This thesis analyzes English advertisement for personal articles with quantitative and qualitative methods by theoretical elaboration, illustration, questionnaire-based survey and induction. Questionnaire is designed to investigate customers’ attitudes and understanding about advertising language. Typical advertisement for personal articles are analyzed from the perspective of violating Cooperative Principle. The thesis helps customers develop their ability to understand advertising language and implied meaning so that they can make a right and reasonable choice. So it is of theoretical and realistic significance.

Key words: advertisement for personal articles; Cooperative Principle; pragmatic  
            effects; violating Cooperative Principle

1．Introduction
Advertisement becomes an essential part in our daily life, especially when China entered WTO and the trend of globalization is more and more obvious, for business competition is more serious than ever before. In order to have a good market of the country or the world, companies need strategies to propagate goods. While one of the most important ways is to design a good advertisement. Those companies have their ultimate goal, which is to make profits. So how to persuade customers to buy their products is the first thing they need to do. As human beings, we need to buy necessities to support living. With so many choices, we should know how to find the best one among them. Because language in advertisement is not always reliable. Companies prefer to describe their products in a more exaggerate and attractive way. Therefore, it is very important for customers to develop abilities to distinguish different implication in advertising language in order to avoid being cheated.