Abstract: The thesis explains the effect in English advertising language caused by observing and violating the Cooperative Principle. By analyzing examples, it finds that by observing the Cooperative Principle, advertisers keep advertisements clear and normal for readers to read. It also finds that by violating the Cooperative Principle or any one of its maxims(Quantity Maxim, Quality Maxim, Relation Maxim and Manner Maxim), advertisers can make advertisements more difficult(usually in an atypical way) for people to understand. As a result, the readers have to make efforts to work out the  advertisers’ intention and thus, the readers are deeply impressed by the advertisement. Moreover, advertises can observe and violate the Cooperative Principle at the same time.

Key words: Cooperative Principle; advertising language; observation and violation

CONTENTS

Abstract

摘要

1.Introduction.1

2.Literature Review1

2.1Cooperative Principle

2.2English Advertising Language

3.Cooperative Principle in English Advertising Language2

3.1Observation and Violation of Quantity Maxim

3.2Observation and Violation of Quality Maxim

3.3Observation and Violation of Relation Maxim

3.4Observation and Violation of Manner Maxim

4.Conclusion15

Bibliography17

Acknowledgements18