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1、广告中双关语技巧研究4[Abstrat]Indernsiet,advertiseent’sinflueneisuniversalPunistaddreattratin,beingappliedasaindffiguresfspeehinadvertiseentanddeepllvedbpeplePunhasanfrsfexpressinsuhaspunnplse,hphne,hnn,pard,illustratinsandrds,graar,etTheadvertisersusebrand,idi,andphrase,et,tfrpunsillfullFr
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3、tiveandprfitable,andaestheadvertiseentseetttheear,andpleasebththeeeandind[erds]advertiseent;pun;pragatiaxis;pragatifuntin【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Grie提出
4、的合作原则。合作原则的违反通常有四种情况，而本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。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1Intrdutin“ThedefinitinfadvertiseentbAA(AerianaretingAssiatin):Advertisingisthennpersnaluniatinusuallpaidfrand
5、usuallpersuasiveinnatureabutprduts,serviesfideasbidentifiedspnsrsthrughthevariusedia[1]Itisadevietarusensuers’attentintaditandinduethetuseitIndernage,peplefindtheselvessurrundedbvariusadvertiseentseahdaAnAerianriterrites:“efindadvertiseentfallindseverhere,frexaple,glitteringnensig
6、nsntpfhighbuildingsandalngainstreets,lrfulpiturespaintednbusespaphletssenttverhuse,advertiseentaedbeteenTVprgrasvariusadvertiseentglutting,nespaperandradibradast;et”[2]Faingsanadvertiseent,htaetheadvertiseentipressiveistheainpurpseftheadvertisersInrdertenhanetheappealfanadvertisee
7、nt,advertiserspauhattentinntnltsuhexpressivedeviesasplates,lrandthelautfaprintedpage,butalstthehiefrdsrphrases,taeanadvertiseentbeautifulandattrativeInthepratieftheadvertisingEnglish,peplepareattentintpuntaetheadvertiseentsuint,aurateandvividandtprviderihiaginatinandplentifulassia
8、tinsfrreaderssaststiulatetheirdes
