从关联理论看广告英语的中双关

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1、.ContentsIntroduction21Relevancetheoryandcommunication31.1Relevance,cognitionandostension31.2Thefunctionandfeaturesofrelevancetheory41.3Importanceofcontext52Introductionofpun72.1Classificationofpun82.1.1Homonym82.1.2Asteismus92.1.3Pun-metaphor102.1.4Free-

2、morpheme102.1.5Acronym112.2Functionsofpunsinadvertising112.2.1Attractingattention112.2.2Makingadvertisementsbrief123Contextandpunsinthelightofrelevancetheory133.1Punsbeingsituational133.2Usedinheadlinesandslogans143.3Involvingthebrandnamesoftheproductorse

3、rvice15Conclusion17Notes18Bibliography19-..OntheRelevanceTheoryandPunsinEnglishAdvertisementAbstract:Advertisingcommunicationishumancommunicationact.Manyadsareoftennotdirectlyexpressthemessages,butratherthroughanindirectwaytoexpressthat.Punisoneofthisindi

4、rectway.Advertisinglanguagerequiresimpleandshortlanguage,andthenpunningwithshortdiscoursebeingabletorepresentrichconnotations.ThisarticleaccordingtoSperberandWilson'srelevancetheory,analyzepuninEnglishadvertisingwhichisspeciallanguagephenomenon.Basedonthe

5、kindsoffeaturesandrelatedknowledgeofpuns,theauthorattemptstouserelevancetheorytoresearchcommonsense.Thisisnotonlyanewperspectivetorichadvertisinglanguagestudy,andwilldeepenthepragmaticstudy.Keywords:Advertisement;Pun;RelevanceTheory;Context从关联理论看广告英语的中双关摘

6、要：广告交际是人类交际行为的一种。很多广告常常不直接表达所要传递的信息，而是通过间接的方式来表达，双关语就是其中之一.广告语言要求言简意赅，双关修辞能够用简短的话语表述丰富的内涵。本文依据Sperber和Wilson提出的关联理论，对英语广告双关语这一特殊语言现象进行剖析。基于双关语的功能和种类相关知识试图从关联理论的进行常识探讨。这不仅是一个新的视角，并以此来丰富广告语言的研究，同时也是将语用研究引向深入的动力。关键词：广告；双关；关联理论；语境-..IntroductionIntheageofinfo

7、rmation,advertisementshaveinfiltratedintoallworksoflifeandbecomeanimportantsourceofinformationaswellasanindispensablepartofourlife.WithChina’sopeninguptotheoutsideworld,especiallyafterChina’sentryintotheWorldTradeOrganization,moreandmoremultinationalsared

8、oingbusinessinChina.Advertisementsappeareverywhere:onnewsprogramsthatconsumersaccess,intheentertainmenttheyseek,onbillboardsastheycommute,onInternetsitesastheysurftheWeb,andevenintheirclassroomsandofficespace.Advert