广告在当今社会运用广泛。作为表现语言的一种行为,广告语言呈现了一种特殊的交际,大大影响了消费者的购买欲。为了更好地实现这种交际功能,设计广告的时候需要把语言的创造性和有效性发挥得淋漓尽致,从而需要从更深的角度去分析和揭示它们的语用含义。本文企图从格赖斯的语用原则来分析广告语言。 Advertising is widely used in today’s society. As an act of expressing language, advertising language presents a special kind of communication, which greatly affects consumers’ desire to buy. In order to realize this communicative function better, we need to display the creativeness and effectiveness of the language most vividly when designing advertisements, and therefore we need to analyze and reveal their pragmatic meaning from a deeper perspective. This article attempts to analyze advertising language from Grice’s pragmatic principles.