关联理论视角下广告语中的双关语分析

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1、ANANALYSISOFPUNSINADVERTISEMENTSFROMTHEPERSPECTIVEOFRELEV-ⅢCETHEORYADissertationSubmittedtotheGraduateSchoolofHenanNormalUniversityinPartialFulfillmentoftheRequirementsfortheDegreeofMasterofArtsByCaoXiaojuSupervisor：Prof．ChenYunxiang●May,2013AcknowledgementslIllIllllllllIHII

2、IIIIIIIIIIlY2550672Throughafewmonths’endeavor，theauthorfmallycompletestheresearchthesis．Duringtheprocessofthethesiswriting，manyteachersandfriendshaveofferedmesomeusefulsuggestions，whichisofgreathelptome．Here1wouldliketoexpressmysinceregratitudeandappreciationtothem．Firstly,I

3、feelparticularlythankfultomyrespectablesupervisor,ProfessorChenYunxiang．Shehasofferedmeagreatmanyofvaluablesuggestionsduringmywritingprocess．Meanwhile，whenIamalinleslack，shewillgivemesomeencouragement，whichinspiresmetomoveon．Herbroadandprofoundknowledgeandinsightfulideasaswe

4、llassomeinstructionalcommentsallhaveactedasadrivingforce，whichisessentialformetogoonfurther．Withouthercrucialguidance，Imayneverfmishmypapersmoothlyandwitllhighefficiency．Secondly，1wouldliketoconveymywholeheartedthankstoalltheteachersandprofessorsintheFacultyoftheInternationa

5、lStudiesofHenanNormalUniversity,fromwhomIhaveobtainedmuchknowledgeduringmythreeyear’SMAstudy．Fromtheirrichandeducationallectures，Ihavebroadenedmyhorizonbeyondmyprofessionalknowledge．Atthesametime，mydearroommates，especiallyChenXia，whoisagenuinefriendtome，alsooffersmeasuitable

6、environmentduringmystayatHNU．Weencourageeachotherandmakeprogresstogether．Underherinvisibleandunselfishhelp，Ifinishmypaperwithoutmuchdifficulty．Lastbutnotleast，myappreciationshouldalsobegiventomyfamilymembersfortheircontinuousunderstandingandunfailingsupportduringmylifeandstu

7、dy．摘要在众多的人类交际方式中，广告语交际占有举足轻重的地位，越来越多的学者开始关注广告语。同时在日常生活中，也有越来越多的人们开始对广告感兴趣，因为广告在社会生活中几乎无处不在，它充斥着人们的生活。尽管广告的内容千差万别，广告传递信息的方式却大致相同，它们往往通过间接的方式来表达想要的目的或思想，而双关语就是其中之一。双关语是一种比较常见的修辞格，它用一个词或一个短语表达双重或多种意思。恰当地运用双关语可以使语言表达得含蓄，幽默，而且能加深语意，给人以深刻印象。在竞争日益激烈的广告市场中，广告商会注重运用各种手段来提高其产品的竞争力。广告商

8、青睐双关语，因其可以使商家在有限的时间和空间内向受众更有效地传递信息，达到成功交际，从而来促进商品销售，使商家获取一定的利润。本文以DanSperbe