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1、广告中双关语的语用功能和运用技巧PragmaticFunctionandApplicationofPuninEnglishAdvertisement[Abstract]Inmodernsociety,advertisement’sinfluenceisuniversal.Punistoaddmoreattraction,beingappliedasakindoffiguresofspeechinadvertisementanddeeplylovedbypeople.Punhasmanyformsofexpressionsuchaspunonpolysemy,homophone,
2、hononymy,parody,illustrationsandwords,grammar,etc.Theadvertisersusebrand,idiom,andphrase,etc,toformpunskillfully.Fromtheaspectofpragmatics,punviolatestheCooperativePrinciplebyGrice.Peopleusuallyviolatethemaximsinfourways.Thearticleanalysespunfromthefourthwaythatthespeakermayfloutamaxim;thati
3、s,hemayblatantlyfailtofulfillitandtoachievesomepurpose.Theproperuseofpuninadvertisementresultsintheeffectsofhumor,wit,beauty,economy,warning,andevenmakestheproductmorecompetitiveandprofitable,andmakestheadvertisementsweettotheear,andpleaseboththeeyeandmind.[Keywords]advertisement;pun;pragmat
4、icmaxims;pragmaticfunction广告中双关语的语用功能和运用技巧【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。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
5、。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):Advertisingisthenonpersonalcommunicationusuallypaidforandusuallypersuasiveinnatureaboutproducts,servicesofideasbyidentifiedsponso
6、rsthroughthevariousmedia.[1]Itisadevicetoarouseconsumers’attentiontoacommodityandinducethemtouseit.Inmodernage,peoplefindthemselvessurroundedbyvariousadvertisementseachday.AnAmericanwriterwrites:“wefindadvertisementofallkindseverywhere,forexample,glitteringneonsignsontopofhighbuildingsandalo
7、ngmainstreets,colorfulpicturespaintedonbusespamphletssenttoveryhouse,advertisementjammedbetweenTVprogramsvariousadvertisementglutting,newspaperandradiobroadcast;etc.”[2]Facingsomanyadvertisement,howtomaketheadvertisementimpressiveisthemainpurposeof