本文主要从语用学合作原则的角度,讨论广告翻译中为了达到广告的效果,对合作原则的违反。这种违反不仅无可避免,并且产生了令人意想不到的效果。它是对人们思维定势的一种挑战,帮助广告达到很好的促销作用,同时让我们明白话语中的原则是可以违背的,翻译中的准则也是可以超越的。 This article mainly discusses the principles of pragmatics cooperation in advertising translation in order to achieve the effect of advertising, the violation of the principle of cooperation. This violation is not only inevitable, but also has an unexpected effect. It is a challenge to people’s mindset, helping advertisers reach a good promotional role. At the same time, let us understand that the principles in discourse can be violated, and the translating norms can be transcended.