摘要

    随着经济与文化的相互发展，许多广告商在制作广告语时费劲心思并着眼于文字上的创新。其中，谐音、一词多义等手法的应用日益增多，并吸引了广大消费者甚至是语言学者的注意。谐音、一词多义等手法表现在语言学中即是双关语。本文通过对国内外相关学者关于关联理论及双关语的内容进行解读，利用英语广告语的实例，分析在英语广告语中较为常见的双关语现象的表现特征，并进一步总结出其对于广告产品商以及消费者之间的交流的影响。对于语言学中存在但在英语广告语中使用频率较少的双关语类别，本文将不再通过实例进行详细分析。

关键词：关联理论；英语广告语；语音双关；语义双关；语法双关；典故双关

Abstract

    With the mutual development of economy and culture, more and more advertisers put more emphasis on the creativity of advertisements. Among the usual examples, homophonic words and the polysemy and others are more frequently used which not only attract customers but also appeal the linguistic scholars. In linguistic study, homophonic words and the polysemy are puns. Based on the relevance theory and previous studies on puns, this paper analyzes the characteristics of puns which are habitually used in English advertisements, and summarizes their effects in the communication of producers and customers.

Key words: relevance theory; English advertisements; homophonic pun; homographic pun; grammatical pun; parody pun

1. Introduction
1.1 Purpose and significance of the study
This paper aims to analyze the using of puns in English advertisements, to explain how advertisers use puns to attract customers. So advertisers can learn some useful skills when they make the advertisements in the future. This paper also explains some general effects of puns from three major aspects, so people who don’t know pun well can understand how the general puns work. All in all, this paper intends to provide some idea for those scholars of puns and to offer some practical information for those common people who utilize pun and need to understand pun.
Pun as a very common and interesting rhetoric has always been studied by a number of scholars. Some of them explain the major type of pun; others try to analyze the important effects. Most of them just put the emphasis on one part. This paper based on the previous studies makes the two parts together and analyzes the pun not only from the aspect of type with the practical example but also analyzes the effects of pun. So this paper is a whole study of pun.