摘要

双关是一种有效的语言修辞手段，所以它以引人入胜的特点被广泛的应用于各种文体的写作中。广告是当今时代发展的产物，它为了达到吸引消费者的目的而广泛地采用一些修辞手段，双关就是其中的一种。本文首先介绍广告的定义，双关语的类型与合作原则的定义及他们之间的关系，其次以例证的方式重点分析广告双关语是如何违反合作原则并到达其广告效果的，进而总结违反合作原则在广告双关语中的使用所产生的语用功能。

关键词：广告; 双关语; 合作原则

Abstract

Pun, as an effective rhetoric of language with its fascinating features, is widely used in a variety of styles of writing. Advertising widely uses all means of rhetoric including pun in order to achieve the purpose of attracting customers. Firstly, this thesis discusses the types of puns and the definition of advertisements. It also talks about the cooperative principle and its importance. Secondly, it talks about the use of pun in advertisement and how to violate the cooperative principle and reach its advertising effect by examples. And then it summarizes the pragmatic function of cooperative principle which used in advertisements.
 
Key words: advertisement; pun; cooperative principle

1. Introduction
1.1 Main purpose of this thesis
In the current era of high information dissemination, advertising has been integrated into all aspects of people’s lives. However, advertising attracts people’s attention in addition to its color, pictures, music and other factors; the most important is the advertisement language, which is the advertising soul. Advertising language is the important carrier of advertisement. When promoting products, the advertisers use a variety of rhetoric which attract people’s attention and arouse people’s strong desire to purchase. Advertising is the platform where the pun struts its stuff. Advertisers tend to use the characteristics of double meaning to provide readers with two or more explanations. Then the readers can understand the deep content that advertisers expected. This kind of pun has a funny, nifty and humorous language style, which can increase advertising persuasion and attraction. Thus, it may leave a deep impression to customers. This thesis emphatically analyses the puns in advertising from the pragmatic perspective.