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onciled with the supposition that he is observing the overall CP? This situation is one that characteristically gives rise to a conversational implicature; and when a conversational implicature is generated in this way, I say that a maxim is being EXPLOITED.”[29] Give an example: [17] A: Where is Mary? B: There is a blue car outside Bill’s house. In the conversation, B breaches Quantity, but if A assumes that B is willing to cooperate with him, he will try to relate his question to B’s answer. Basing on their common sense that Mary has a blue car, and then he will understand that B is telling him that Mary is at Bill’s house. In advertisement, the advertiser violates the cooperative principle in the fourth way to attain a certain purpose, thus making the utterance produce ambiguity. Although the advertisement disobeys the principle, but it can arouse the audiences curiosity and induce them to buy the product and at last achieve a better effect. Look at some advertisements: [18] “You can buy Happiness.”[30] It is the slogan of a shampoo advertisement. The advertisement breaches the Manner Maxim—avoid ambiguity, for happiness has double meanings here: “delight” and “the name of the product”. It wants to express the meaning that if you buy Happiness, you will attain happiness. Although it breaches the Cooperative Principle, it impresses the audiences deeply and arouses their interest to have a try. [19] “In our country we keep animals in the forest and people in the cages.” [31] It is the advertisement for Volvo Car Company. From the ad, people may give an assumption that they keep animals in the forest while shut themselves in the cages. But to the common sense, the phenomenon is impossible. So the advertisement breaches the Quality that you only can say what you think is right. But through the context of the advertisement, the audiences can understand the cages refer to Volvo car, and finally know the meaning of the advertisement that the Volvo Company aims at producing more and better cars for people. [20] “The Unique Spirit of Canada: we bottled it. Right to the finish, its Canadian spirit stands out from the ordinary. What keeps the flavor coming. Super lightness. Supper taste. If that’s where you’d like to head, set your course for Lord Calvert Canadian.” [32] The example is taken from the advertisement of Lord Calvert Canadian. At the first sight of the advertisement, people would be drawn, for they wonder what’s the unique spirit of Canada. After thinking, they would find “To bottle the spirit” has two meanings here: one is to bottle the liquor; the other is to put the Canadian spirit into this liquor. The advertisement breaches Manner Maxim but arouses people’s curiosity. Pun in the advertisement has a great function. 4. The pragmatic function of pun in advertisement Pun has a lot of advantages such as conciseness, wit and humor, novelty and vividness. It produces a particularly rhetorical and pragmatic effect when people use the language creatively in a specified context. The proper use can make the advertisement impressive and attractive. 4.1 Wit and humor Pun, the game of word, produces wit and humor effect to attract the audiences’ attention and inspires their association. In the age of rapid rhythm, advertisement with pun like a spice makes people enjoy themselves in the advertising atmosphere, and reduces their pressure in a relaxed environment. [21] “When the wind has a bite… and you feel like