摘要：Principle of Conversation includes Grice’s Cooperative Principle (CP) and Leech’s Politeness Principle (PP). Advertising language can produce conversational implicatures and exert stronger persuasive effect by observing and violating the Cooperative Principle. At the same time, some public service advertisements comply with the Politeness Principle. The paper offers a wider way for advertising designers to create excellent advertisements and also make them pay attention to some problems existing in ads. On the other hand, it is also of great help for consumers to understand the implied meaning of advertisements and avoid being tempted into buying some poor quality products by some deceptive advertising.
