“合作原则”是由美国著名语言哲学家格莱斯于1967年在哈佛大学的演讲中提出的。合作原则的遵守和违背被广告商巧妙地运用,使其广告语产生意想不到的效果。本文就以一些典型的广告语来探究一下合作原则在广告语中产生的效果,进一步认识广告语中的魔术师。格莱斯在“Logic and Conversation”(1975)一文中认为人们在谈话中遵守的合作原则包括四个范畴,每个范畴又包括一条准则和一些次准则,即:A).量的准则B).质的准 “Cooperative Principle ” is proposed by the famous American philosopher Grice in his speech at Harvard University in 1967. Adherence to the principles of cooperation and the ingenious use of advertisers to make their slogans have an unexpected effect. This article will use some typical slogans to explore the effect of the cooperation principle in slogans and to further understand the magician in the advertising language. In his article “Logic and Conversation” (1975), Grice argued that the principles of cooperation that people follow in conversation include four categories, each of which includes a criterion and some sub-criteria: A). B). Quality standards