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1、广告中双关语技巧研究[Abstract]Inmodernsociety,advertisement’sinfluenceisuniversal.Punistoaddmoreattraction,beingappliedasakindoffiguresofspeechinadvertisementanddeeplylovedbypeople.Punhasmanyformsofexpressionsuchaspunonpolysemy,homophone,hononymy,parody,illustrationsandword
2、s,grammar,etc.Theadvertisersusebrand,idiom,andphrase,etc,toformpunskillfully.Fromtheaspectofpragmatics,punviolatesthecooperativePrinciplebyGrice.Peopleusuallyviolatethemaximsinfourways.Thearticleanalysespunfromthefourthwaythatthespeakermayfloutamaxim;thatis,hemayb
3、latantlyfailtofulfillitandtoachievesomepurpose.Theproperuseofpuninadvertisementresultsintheeffectsofhumor,wit,beauty,economy,warning,andevenmakestheproductmorecompetitiveandprofitable,andmakestheadvertisementsweettotheear,andpleaseboththeeyeandmind.[keywords]adver
4、tisement;pun;pragmaticmaxims;pragmaticfunction【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
5、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.Introduction“ThedefinitionofadvertisementbyAmA:Advertisingisthenonpersonalcommunicationusuallypaidforandusuallypersuasiveinnatureaboutproducts,serv
6、icesofideasbyidentifiedsponsorsthroughthevariousmedia.[1]Itisadevicetoarouseconsumers’attentiontoacommodityandinducethemtouseit.Inmodernage,peoplefindthemselvessurroundedbyvariousadvertisementseachday.AnAmericanwriterwrites:“wefindadvertisementofallkindseverywhere
7、,forexample,glitteringneonsignsontopofhighbuildingsandalongmainstreets,colorfulpicturespaintedonbusespamphletssenttoveryhouse,advertisementjammedbetweenTVprogramsvariousadvertisementglutting,newspaperandradiobroadcast;etc.”[2]Facingsomanyadvertisement,howtomakethe
8、advertisementimpressiveisthemainpurposeoftheadvertisers.Inordertoenhancetheappealofanadvertisement,advertiserspaymuchattentionnotonlytosuchexpressivedev
