论双关语在广告中的语用作用_英语论文

Pragmatic Analysis of Puns in Advertisement

摘要

随着中国加入世贸组织以及经济全球化的发展，广告作为高度工业化社会的一部分在国家经济的发展中扮演着越来越重要的作用，广告是一门艺术，在其创作过程中修辞的应用必不可少，尤其是双关语这一修辞手段以其简洁凝练、风趣幽默、别致新颖的效果给广告注入了新鲜活力，丰富了广告内涵，吸引消费者眼球。本文主要从在双关语中的语用作用角度，先对广告及双关做了简要介绍，其次从语音、词汇、句法等层面介绍了双关语的分类，归纳了双关语的作用，再结合实例具体分析。

关键字：广告；双关语；分类；语用作用

Abstract

With the development of international economy and china’s entry of WTO, advertisement has become one of indispensable part in this highly industrial society and played an more and more important role in the development of economy. Advertisement is an art, which requires the application of some rhetoric. Puns, serves as one kind of important figures of speech, inject fresh blood into advertisement, attaching audience’s eyes with its conciseness, humor and novelty. From the aspect of the pragmatic use of pun, the paper firstly briefly introduces the concepts of pun and advertisement. Then identifying the sorts of pun from the aspects of phonetic, grammar and syntax, etc. Then summarizing the function of pun. During this process, the paper gives analysis of concrete instances.

Key words: advertisement; pun; classification; function