英语广告中双关语的语用功能探析

Research on the Pragmatic Functions of Pun in English Advertisements

摘要

作为一种社会力量，英语广告在促进全球经济发展方面扮演着重要的角色。双关，一种集幽默与智慧于一体的语言修辞手法，因其独特的语言魅力而备受广告商的青睐。本文从语音双关、语义双关、语法双关和成语、俗语双关四方面对双关语在英语广告中的运用作了阐述。结合Grice的合作原则，本研究归纳总结出双关语在英语广告中的四种语用功能：吸引注意力；降低企业成本；避免社会禁忌；树立品牌形象。双关语在英语广告中的运用研究，不仅对广告商的创作有一定的启发，而且对消费者更好地理解双关语也有一定的借鉴意义。

关键词：双关语；合作原则；语用功能

Abstract

As a social force, English advertisements have been an important role in promoting economic development. Pun, as a rhetorical device which is full of humor and wit, is particularly favored by advertisers to enhance the appeal of language. The present thesis classifies puns into four types: phonetic pun; semantic pun; grammatical pun; idiomatic pun. And based on Grice’s Cooperative Principle, the author employs many examples to explore the pragmatic functions of puns in English advertisements. This thesis has proposed four pragmatic functions of puns in English advertisements: Grabbing attention; Cutting cost; Avoiding social taboos; Fostering brand image. The research of puns in English advertisements can not only stimulate the advertisers’ inspiration of advertisements but also deepen the consumers’ understanding of puns.

Key words: pun; the Cooperative Principle; pragmatic functions