违反“合作原则”的现象在广告中屡见不鲜,其目的即吸引消费者注意、使其产生兴趣,达到促销的目的。同时,也可以误导、蒙骗消费者。因此,如何判断一个广告的优劣和信息的真伪,就应当透过话语的表面含义,理解广告语所要表达的真正会话含义。 The phenomenon of infringement of the “cooperative principle” is common in advertisements. Its purpose is to attract consumers’ attention, make them interested, and achieve the purpose of promotion. At the same time, it can also mislead and deceive consumers. Therefore, how to judge the merits of an advertisement and the authenticity of information should be based on the surface meaning of the utterance and understand the true conversational meaning that the advertisement utterance must express.