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. |
