商品品牌名作为产品形象的重要载体,是商家向消费者传达信息的重要工具。由于其承载信息的特性,产品的品牌名也是一个重要的交际工具,需符合一定的交际准则。但在生活中,我们会经常发现违反合作原则的产品名称,这可能是商家出于一定的宣传目的有意为之。本文选取了15个洗衣液的品牌名称,分析了其中对于合作原则的背离,发现大部分品牌名称都或多或少的违背了合作原则,产生了会话含意,起到了别样的宣传效果。 Product brand name as an important carrier of product image, is an important tool for businesses to convey information to consumers. Due to the characteristics of the information bearing, the brand name of the product is also an important communicative tool, which must meet certain communication standards. However, in our life, we often find the product name that violates the principle of cooperation. This may be the intention of the merchants for certain publicity purposes. This article chooses 15 brand names of laundry detergent and analyzes the deviation from the principle of cooperation. It is found that most of the brand names violate the principle of cooperation to a greater or lesser extent, resulting in conversational implication and playing different publicity effects.