广告中双关语语用功能.docx

广告中双关语语用功能AbstractInmodernsocietyadvertisement’sinfluenceisuniversal.Punistoaddmoreattractionbeingappliedasakindoffiguresofspeechinadvertisementanddeeplylovedbypeople.Punhasmanyformsofexpressionsuchaspunonpolysemyhomophonehononymyparodyillustrationsandwordsgrammaretc.Theadvertisersusebrandidiomandphraseetctoformpunskillfully.FromtheaspectofpragmaticspunviolatestheCooperativePrinciplebyGrice.Peopleusuallyviolatethemaximsinfourways.Thearticleanalysespunfromthefourthwaythatthespeakermayfloutamaxim;thatishemayblatantlyfailtofulfillitandtoachievesomepurpose.Theproperuseofpuninadvertisementresultsintheeffectsofhumorwitbeautyeconomywarningandevenmakestheproductmorecompetitiveandprofitableandmakestheadvertisementsweettotheearandpleaseboththeeyeandmind.Keywordsadvertisement;pun;pragmaticmaxims;pragmaticfunction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反了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。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。广告；双关语；语用原则；语用功能1.Introduction“ThedefinitionofadvertisementbyAMA(AmericanMarketingAssociation):Advertisingisthenonpersonalcommunicationusuallypaidforandusuallypersuasiveinnatureaboutproductsservicesofideasbyidentifiedsponsorsthroughthevariousmedia.1Itisadevicetoarouseconsumers’attentiontoacommodityandinducethemtouseit.Inmodernagepeoplefindthemselvessurroundedbyvariousadvertisementseachday.AnAmericanwriterwrites:“wefindadvertisementofallkindseverywhereforexampleglitteringneonsignsontopofhighbuildingsandalongmainstreetscolorfulpicturespaintedonbusespamphletssenttoveryhouseadvertisementjammedbetweenTVprogramsvariousadvertisementgluttingnewspaperandradiobroadcast;etc.”2Facingsomanyadvertisementhowtomaketheadvertisementimpressiveisthemainpurposeoftheadvertisers.Inordertoenhancetheappealofanadvertisementadvertiserspaymuchattentionnotonlytosuchexp