CAJ | 학술논문

　　广告交际是人类交际行为的一种。广告语言在交际中作为一种特殊的交际形式，无时无刻不在影响着消费者的消费行为，也集中体现了对会话合作原则的遵循与违背，由此产生出一般含意与特殊含意。本文将从语用学的角度来分析广告语言，立足于会话含意理论的基本概念，从格赖斯的“合作原则”出发，将广告宣传语中的会话含意与实例结合并进行分析，不仅可以使我们更好地了解语言本身，还可以为广告语的创作提供一定的理论依据，具有现实意义。
　　엄고교제시인류교제행위적일충。엄고어언재교제중작위일충특수적교제형식，무시무각불재영향착소비자적소비행위，야집중체현료대회화합작원칙적준순여위배，유차산생출일반함의여특수함의。본문장종어용학적각도래분석엄고어언，립족우회화함의이론적기본개념，종격뢰사적“합작원칙”출발，장엄고선전어중적회화함의여실례결합병진행분석，불부가이사아문경호지료해어언본신，환가이위엄고어적창작제공일정적이론의거，구유현실의의。
Advertisement is a kind of human’s communication behavior. Performed as a special form of communication,advertising language exerts an apparent influence on people’s consumption all the time,it also gives a fully expression to obey and violate the co-operative principle and the following generalized implicature and particularized implicature. This paper keeps a foothold on the basic conception of conversational implicature theory and the importance of the context which recommended in the advertisement. Start from Grice’s co-operative principle,the paper analyzes the conversational implicature in incorporation with living example in daily life to expound the reason why the advertiser violates the co-operative principle intentionally. We can obtain a result that this kind of strategy can make the customer to deduce the implicature which hidden in the literal meaning. Only in this way can the advertiser realize their goal to attract more and more customer in advancing their business.