A Study on the Implicatures in Chinese Advertising from the Perspective of Flouting the Maxims of Cooperative Principle

Advertising language is very critical in advertising and also contributes much to producing advertising effect. As one of the most important pragmatic principles, the Cooperative Principle (CP) is adopted much in linguistic researches. Also, by analyzing a large number of Chinese advertisements with CP, the author finds that it is common that advertisers try to generate implicatures by flouting the maxims of CP. This paper brings a clear look of the Cooperative Principle and its maxims. It also sheds new light on the interpretation of Chinese advertisements.