| Language has a powerful influence over people and their behaviors. This is especially true in the fields of marketing and advertising, which surrounds us every time and every place. It's language that helps people to identify a product and remember it. While in ads, clashes of what is said and what is actually implied by advertisers are quite intensive. For most of the time, the feelings or ideas suggested by one word in an ad are not its literary meaning. This results from the essential goal of ads — persuasiveness. Thus language is the most effective way advertisers adopt in performing the persuasive function.Advertising is both a social and linguistic phenomenon. Scholars have studied advertising language from the semiotics, pragmatics and semantics. But since the basic concept of advertisement is association (what the language says must be associated with the needs of the audience), Grice's theory: maxim of relevance gives us a good standpoint. That is the theoretical basis for advertising campaigns to work on the consumers' mentality — advertising designs do this by manipulating consumers' expectations of relevance.The thesis explores and analyses many ways by which the advertiser of an advertising text can implicate and carry on his intentional meanings through what he has his advertisements say, and how the concept of implicature effectively functions on the choice of advertising English, based on two qualitative analyses (the frequency distributions of presupposition in advertisements and the other the proportions of flouting maxims and observing maxims in advertisements), using the same corpus of 120 English advertisements (82 from books and magazines in press; 38 from internet). Intensity sampling is used here and information-rich cases are collected to optimally exploit the field situation and explore 'in-depth' interesting issues because this approach can provide sufficient information and the obtained detailed data are good for deep understanding.
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