关联理论视角下食品广告中英语双关语的研究_英语论文

An Analysis of English Puns in food Advertisements from the Perspective of Relevance Theory 

摘要

由于食品与人们的身心健康有着密切的联系，其广告就有了自己的独特性。双关利用同音同义，同音异义，使语言简洁新颖，充满幽默感，它在食品广告中的使用能够突出食品的特点，达到更好地说服，引导甚至诱导消费者购物，提高销售量的目的。关联理论通过明示-推理的模式使收信人理解说话人的内涵，而食品广告中的双关语正好是一种明示-推理模式并具有联想意义，二者的巧妙结合能更有效地宣传产品或服务。本文从关联理论的角度对英语双关语在食品广告中的使用和理解进行了研究，指出受众根据最佳关联来获得发话人所要表达的真实意图。

关键词：关联理论；食品广告；双关语 

Abstract

Food advertisement language not only requires to be terse and forceful, but also to be novel and have the character of originality and attraction.Pun is intended to make a sentence have two meaning in the interior and exterior in a specific language environment using the phonetics and semantics of language. Also it make multi-angle advertisement for products and services with associative meaning caused by pun. Therefore, pun in food advertisement can produce the following significant economic effects: propaganda brand, resonate emotion, avoid tabu. The emotional resonance is mainly through humor effect, sensational effect and the resonance effect of value to achieve significant economic effects. Hence pun is widely used in food advertisement. The author uses lots of representative food quirkish advertisements firm and takes as examples to deeply analyse the process of understanding the puns applied in food advertisements. All the theoretical basis come from Sperber and wilson’s ostensive-inferential. The Relevance Theory offers convincing explanation about puns in food advertisements. The author attempt to utilize the theory to analyse that how the customers gain optimal relevance from the ostensive stimulus of advertiser.

Key words: relevance theory; food advertisement; pun 

Contents

1 Introduction 1

2 Literature Review 2

2.1 Relevance Theory 2

2.2 Advertisement 3

3 Puns in advertising 5

3.1 Definition of Pun 5

3.2 Classification of Pun 6

3.2.1 Classification of Pun in General 6

3.2.2 Classification of Pun in This Thesis 7

3.3 Basic Elements of Pun 8

3.3.1 Double Context 9

3.3.2 Hinge 9

3.3.3 Trigger 10

4 Findings and Discussions 10

4.1 Enhance the Humorous Effects 12

4.2 Enhance the Attention-gabbing Effects 12

4.3 Enhance Memory-retaining Effects 13

5 Conclusion    14

References 15