广告文案是广告的重要组成部分,是广告创意的一种高度凝聚,是广告主旨的集中体现,也是沟通消费者与广告的重要桥梁。对广告文案的研究有助于广告充分发挥语言文字的功能,达到准确传达广告主旨,有效传递商品信息的目的,从而实现广告的预期目标。作者通过狭义的广告文案个案,以Grice的合作原则和Leech的合作和礼貌原则为视角,剖析了商务英语教学实践过程中语用学理论对广告文案策划的深刻指导意义。 Advertising copy is an important part of advertising. It is a highly agglomerative of advertising creativity, a concentrated expression of advertising themes, and an important bridge to communicate consumers and advertisements. The study of advertising copy will help the advertisement to fully display the functions of language and characters, achieve the purpose of accurately conveying the purpose of advertisement, and effectively convey the purpose of commodity information, so as to achieve the desired goal of advertising. Through a narrow sense of advertising copy case, the author analyzes the profound guiding significance of pragmatics theory to advertising copy planning in the process of business English teaching practice based on Grice’s cooperation principle and Leech’s cooperation and politeness principle.