合作原则下英语广告双关语的语用研究_英语论文

A Pragmatic Analysis of Puns in English  Advertisements Under the Cooperative Principles

摘要

本文旨在研究英文广告词中双关语在合作原则下的语用效果。研究以广为流传的经典广告语为研究对象，对双关语这一修辞手法的语用功能进行分析。结果显示，一般形成成功的交流需要参与者遵守一定的合作原则，然而现如今的广告词通过使用双关语这一修辞往往就违反了合作原则。本文建议读者能够更加深入的了解双关语这一特殊的语言现象，让广告成为消费过程中的参考性建议而非决定性因素。

关键词：英文广告；双关语；合作原则；语用研究

Abstract

Puns are analyzed in English advertisements under the cooperative principles. In this paper, some widespread classic advertising languages are the main study objects by exploring the pragmatic effects of puns. The results show that every successful communication requires every participant to comply with cooperative principles. However, English advertisements violate the cooperative principles through using puns. It is intended to suggest consumers acquire a greater depth of understanding of puns and make advertisements become the reference suggestions but not the determining factor during the process of consumption.

Key words：English advertisements; puns; cooperative principles; pragmatic analysis

Contents

Introduction 1

1.The Concept and Features of Puns 2

1.1 The concept of puns 2

1.2 The features of puns 2

2. Classifications of Puns in English Advertisements 3

2.1 Semantic puns 3

2.2 Homo-phonic puns 4

2.3 Grammatical puns 4

3. Pragmatic Analysis of Puns in English Advertisements 5

3.1 Cooperative Principle 5

3.2 The Violation of Cooperative Principles 6

3.2.1 Violation of the maxim of quantity 7

3.2.2 Violation of the maxim of quality 7

3.2.3 Violation of maxim of relation 8

3.2.4 Violation of the maxim of manner 9

4. Acceptability of Violation of CP in English Advertisements 10

4.1 For advertisers 11

4.2 For consumers 11

Conclusion 11

References 13