摘 要
           
随着经济的高度发展，广告在传播信息、刺激消费、公益宣传等方面起着越来越重要的作用。其中英语广告也扮演着重要角色。英语广告语言作为应用语言中的一种，也形成了自己独特的语言风格。为了能吸引大众眼球，又能给大众留下深刻印象，英语广告必须具备注意价值和记忆价值。为了实现这些价值，英语广告中多用不同的修辞手法来增强广告的吸引力和感染力，其中双关语因其简洁凝练、生动形象、幽默风趣、出其不意而得到广泛应用。在英语广告中恰当地运用双关语，不仅能使广告熠熠生辉，也能给卖家带来很大的经济效益。本文将以相关的语用学理论，即合作原则、相关原则和经济原则为理论基础，结合实例来分析双关语在英语广告中的语用功能。通过分析可以看出,尽管理解双关语需要广告受众付出额外的认知努力,但广告者仍然青睐使用双关,其原因就在于广告受众在理解双关语的过程中可以获得意想不到的语用效果。本文希望通过对双关语在英语广告中的语用功能的分析，加深人们对广告双关语的认识；同时，让商家意识到双关语在英语广告中的重要性而更好地运用双关语，从而能更有效地实现其所广而推之的商品的价值。
   
关键词：双关语；广告；语用功能

ABSTRACT

With the further advancement of economy, advertisements play an increasingly important part in disseminating information, stimulating consumption and public propaganda. And English advertisements play an essential role among advertisements. As a peculiar kind of applied language, English advertising language has formed its own unique linguistic style. To attract the public eyes and make the public impressed, English advertisements must have attention value and memory value. In order to realize these values, different rhetorical devices are adopted in English advertisements to enhance the attractiveness and appeal of advertisements, in which pun is widely used because of its conciseness, vividness, humor and unexpectedness. And the proper use of pun in English advertisements will not only make the advertisements sparkle, but also bring the seller great economic benefits. This thesis will apply relevant pragmatic theories: Cooperative Principle, Relevance Theory and Economy Principle. Pragmatic functions in English advertisements will be analyzed based on these pragmatic theories with examples. Through analysis, it can be seen that advertisers still favor the use of puns despite the fact that comprehending puns requires the audiences to pay extra cognitive efforts. The reason lies in that unexpected pragmatic effects can be achieved by employing puns in advertisements. Better understanding of the pun in English advertisements of people is expected to be achieved through the analysis of pragmatic functions of puns in English advertisements in this thesis. Also the thesis aims to make businesses aware of the importance of the puns in English advertisements and make better use of puns, making them better realize the value of commodity that they promote efficiently.

Key words: pun; advertisements; pragmatic functions