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1、广告中双关语的语用功能和运用技巧的论文[abstract]inmodernsociety,advertisement’sinfluenceisuniversal.punistoaddmoreattraction,beingappliedasakindoffiguresofspeechinadvertisementanddeeplylovedbypeople.punhasmanyformsofexpressionsuchaspunonpolysemy,homophone,hononymy,parody,illustrations
2、andwords,grammar,etc.theadvertisersusebrand,idiom,andphrase,etc,toformpunskillfully.fromtheaspectofpragmatics,punviolatesthecooperativeprinciplebygrice.peopleusuallyviolatethemaximsinfourways.thearticleanalysespunfromthefourthwaythatthespeakermayfloutamaxim;thatis,h
3、emayblatantlyfailtofulfillitandtoachievesomepurpose.theproperuseofpuninadvertisementresultsintheeffectsofhumor,wit,beauty,economy,warning,andevenmakestheproductmorecompetitiveandprofitable,andmakestheadvertisementsweettotheear,andpleaseboththeeyeandmind.[keywords]ad
4、vertisement;pun;pragmaticmaxims;pragmaticfunction【摘要】当今社会，广告作为一种竞争手段无处不在，而双关语是一种广泛运用于广告创作并深受人们喜爱的修辞格。WwW.11665.Com双关语的表现形式多种多样，可分为一词多义双关，同音异义双关，谐音双关，仿拟双关，插图和文字双关，语法双关等。广告商巧妙地运用品牌、成语、习语等构成双关语以增加宣传效果。但从语用学的角度去分析双关语，它违背了grice提出的合作原则。合作原则的违反通常有四种情况，而本文主要从第四种进行分析双关语，即说话人
5、公然不执行某一条准则，也就是说话人知道自己违反了一条准则，他还想让听话人知道他违反了一条准则。运用恰当的双关语产生了幽默、风趣、经济和警告的作用，使人享受语言的美，同时帮助厂家在激烈的竞争中立于不拜之地，获得更大收益。【关键词】广告；双关语；语用原则；语用功能1.introduction“thedefinitionofadvertisementbyama(americanmarketingassociation):advertisingisthenonpersonalcommunicationusuallypaidforand
6、usuallypersuasiveinnatureaboutproducts,servicesofideasbyidentifiedsponsorsthroughthevariousmedia.[1]itisadevicetoarouseconsumers’attentiontoacommodityandinducethemtouseit.inmodernage,peoplefindthemselvessurroundedbyvariousadvertisementseachday.anamericanwriterwrites
7、:“wefindadvertisementofallkindseverywhere,forexample,glitteringneonsignsontopofhighbuildingsandalongmainstreets,colorfulpicturespaintedonbusespamphletssenttoveryhouse,advertisementjammedbetweentvprogramsvariousadvertisementglutting,newspaperandradiobroadcast;etc.”[2
8、]facingsomanyadvertisement,howtomaketheadvertisementimpressiveisthemainpurposeoftheadvertisers.inordertoenhancetheappealofanadvertisement,
