歧义就是广告中一种最常用的技巧,它可以吸引公众的注意,同样可以使广告更加简短、幽默、内涵丰富。因此广告商们经常运用歧义这种语言现象来使其广告更加引人注目、更加记忆深刻、更加效果显著,以此来达到为企业促销的目的。本文拟从语言学中的合作原则出发,对英语广告中的歧义现象进行剖析。 Ambiguity is one of the most common techniques used in advertising, which draws the public’s attention and also makes ads shorter, more humorous and rich in content. Therefore, advertisers often use the language of ambiguity to make their advertising more compelling, more memorable, more significant effect, in order to achieve the purpose of marketing for the enterprise. This article attempts to analyze the ambiguity phenomenon in English advertisement from the principle of cooperation in linguistics.