This study views advertising as a form of discourse. It adopts discourse analysis to reveal the semantic structure and attributes of ad slogans, namely, Grice’s Cooperative Principle and Implied Principle. The study's results are as follows. First of all, a determination of the nature of the advertising message using Cooperative Principle showed that advertisement message were all undermined by the Maxim of Quantity and Maxim of Quality from Cooperative Principle. Intentional violation seeks to lead consumers to infer the implied meaning of the slogan by an interaction of semantic meanings. On the other hand, Maxim of Relation (Male it relational!) and Maxim of Manner (Make it clear!) from Cooperative Principle were consistent with all industry ad slogans and product ad slogans. This indicates that the meaning the slogan tries to communicate and relation with the consumer are very important conditions for creating a slogan. It also satisfies the criteria that the slogan must be clear and avoid ambiguous expressions. Second, as to whether Grice’s Implied Principle can grasp the meaning of an ad slogan, the messages communicated to the consumer in all the slogans investigated were more suggestive than explicit, transmitting via implication the meaning the slogan tried to convey and making the consumer infer the meaning. In other words, more weight is given to background implicature than foreground implicature, and because all slogans may be explained by means of these two implicatures, the meaning of ad slogans can be analyzed using Grice's Implied Principle. Thirdly, the question of whether this kind of analysis can be presented as a methodology for creating slogans is addressed as follows. When analyzing using Cooperative Principle, Maxim of Quality and Maxim of Quantity are violated to make the slogan be inferred more by implicit meaning rather than explicit meaning. Conversely, consistency between Relation Maxim and Attitude Maxim show that expression of the consumer's perspective is used as an important strategy. In sum, for Cooperative Principle, violation of Quality and Quantity Maxims and consistency of Relation and Attitude Maxims were shown. Tact Maxim, Generosity Maxim, Agreement Maxim, and Sympathy Maxim were shown to be consistent. Relation and Attitude Maxims from Cooperative Principle were shown to be related with consumer's perspective and consumer connectedness, and so consumer perspective is shown to be a very important suggestion point for ad messages in terms of persuasiveness. Also, another important suggestion point is the violation of Quantity and Quality Maxims, which guides the consumer to implied meaning. Therefore, two axes for ad messages, consumer's perspective and implied meaning, can be found in Cooperative Principle and this is thought to be a useful guideline for the creation of ad messages.