广告中的双关语的语用功能和运用技巧Pragmatic Function and Application of Puns in English Advertisements.doc

广告中的双关语的语用功能和运用技巧 Pragmatic Function and Application of Puns in English Advertisements Abstract Advertising is highly effective tool of communication and persuasion. Adverting values the power and flexibility of language and employs many language techniques to achieve the effects. Pun, as a prominent form of wordplay, has been widely employed in advertisements. Therefore, based on Sperber and Wlison’s Relevance Theory, this study intends to analyze the interpreting process of puns in advertising. As to the reason why the advertiser prefers puns, it has assumed that it is because puns can bring out certain pragmatic function to help achieve certain communicative effect. The present paper has proposed that puns have seven functions in English advertising: 1) information conveying; 2)attracting the audience’s attention; 3)making advertisements brief; 4)making advertisements aesthetic; 5)avoiding social taboos; 6)Humorous effect; 7)warning effect; 8)memory retaining effect. The analysis of advertising puns can not only deepen the audience’s understanding of advertising puns but also enable the advertiser to make a better application of puns in advertisements. Key Words：advertisements, puns, Relevance Theory, functions  内 容 摘 要 广告是一种特殊的交际与劝说工具，广告商们善于运用语言强大的表现力和灵活性，充分驾驭语言技巧来达到这一目的。双关语作为一种独特的修辞手段，在广告中应用广泛。本文旨在运用关联理论，对英语广告双关语的理解进行分析与阐述。对于广告商青睐双关语的原因，作者认为双关语有一定的语用功能。本研究表明双关语在英语广告中有种八种功能：一是传递功能；二是吸引受众注意力功能；三是使广告简洁凝练；四是美化广告语言；五是避免社会禁忌；六是幽默效果；七是有效提出警告；八是保持记忆效果。本文通过对广告的剖析不仅加深了人们对广告双关语的认识，而且能使广告更好地运用广告双关语。 ? 关键词：广告；双关；关联理论；功能 Contents Introduction 1 1.??A?Brief View?of Advertisements 2 1.1 The Definition?of Advertising 2 1.2?Function of Advertising 3 1.3 General Characteristics of Advertisements 5 2.?Literature?Review on?Puns 7 2.1?The Definition?and the General Functions of Puns 7 2.1.1 Ambiguity 7 2.1.2 The Double Context 9 2.2 Puns and Relevance Theory 10 3. Case Study: Analysis of Puns in English Advertisements 13 3.1 Date Collection 13 3.2 Other Related Studies of Puns in