摘　要

这是一个充斥广告的时代，而双关语作为广告中重要的修辞手法，了解其重要性必不可少。本文在分析了不同时期中外学者对广告双关语的研究成果和局限性的基础上，从关联理论角度，双关语的定义、广告双关的特点这些研究成果方面入手,探讨了双关语在广告中运用的意义，特点和方法，从而为他人的研究提供一定的参考价值。本文大致分为五大部分循序渐进分析，第一部分简单介绍了双关语及其作用，第二部分阐述了双关语的定义内容和前人对广告双关的研究，第三部分说明了对关联理论的理解，第四部分讲述从关联理论看广告中双关语的应用，第五部分是论文结论。经详细分析，本研究得出以下结论：在明示到推理的过程中，受众对广告商传递的明示刺激进行推理从而理解其真正意图；受众在推理方面要进行思考方能获得语境效果；获得最佳关联的条件除了话语的语境效果足够引起受众的注意外，还需要受众为取得语境效果而付出努力。

关键词：双关语；广告；关联理论；明示-推理；语境

Abstract

This is a world of advertisement.It’s necessary to understand the significance of pun as it is a important rhetorical device in advertisement .Based on the researches conducted by Chinese and foreign scholars on the pun in advertising in different periods, this study aims at further exploring the intrinsic characteristics of puns from the perspective of Relevance theory in terms of the definition of pun, the characteristics of puns in advertisements and the researches of Relevance Theory, which is expected to provide a certain reference value for other researches. This paper respectively expounds from five parts. The first chapter gives a general introduction to pun and what role it plays in people’s life. The second chapter expounds the definition of pun and offers a previous studies of advertisement pun. The third chapter focuses on the understanding of the relevance theory. The fourth chapter studies puns in advertisements from the perspective of relevance theory. The last chapter draws a conclusion. This paper makes an analysis in detail and reaches the conclusion as follows: in the ostensive-inferential process, the audience infer the ostensive stimulus conveyed by the advertiser to obtain the real intention; the audience were likely to obtain contextual effects after they pay efforts in reasoning thinking; and to achieve optimal relevance, the context effect of utterance should be strong enough to attract the audience's attention, in the meantime, the audience should make efforts to achieve contextual effects.

Key words: Pun; English advertisements; Relevance; Ostensive-inferential; Context

1 Introduction
    This paper has introduced pun in advertisements. As the development of economy,we live in a world of advertising.we are endlessly bombarded with all kinds of products or services information from various medias including magazines,newspapers,televisions, radios and internet, etc. Advertising provides a valuable service to society and its members, because it defines for consumers the meaning and the role of products, services, and institutions.