Pun in Advertising EnglishWord文档下载推荐.docx

Pun in Advertising EnglishWord文档下载推荐.docx

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Thegoalofadvertisementsistodrawconsumers’attentionandtoinspiretheirdesiretoconsume.Togetaudiences’attentiontomaketheirproductsbest-sellers,advertisersshouldwellequiptheiradvertisinglanguagewithmemoryvalue,attentionvalueandreadability.Toachievetheabovevalues,differentkindsofrhetoricalmethodsareoftenusedinadvertisingEnglish.Withtheuseoftherhetoricaldevices,advertisementsaremorealive,aestheticandemotional.Punistherhetoricaldevicemostoftenusedinadvertisementsbyadvertisers.

TogettoknowmoreaboutpuninadvertisingEnglish,literaturereviewandpracticalapplicationareanalyzedinthefollowing.Thedefinitionandthepragmaticapproacharecontainedintheliteraturereview.Differentlinguistsholddifferentopinionsaboutpragmaticapproachofadvertisingpun.Aftertheliteraturereview,theclassificationissummarized.Generallyspeaking,advertisingpunhasfourtypes:

homophonicpun,semanticpun,grammaticalpunandidiomaticpun.Thenfunction,variationandderivativeareanalyzedaftertheclassification.Inaddition,translationisverynecessarytoanalyzepuninadvertisements.Therearethreetranslatingmethods:

literaltranslation,freetranslationandcombinationofliteraltranslationandfreetranslation.Accordingtoitscertaincircumstance,differentpunsneeddifferentmethods.

2.Literaturereviewofpun

2.1Thedefinitionandgeneralfeaturesofpun

AccordingtotheOxfordEnglishDictionary,apunisdefinedastheuseofwordinsuchawayastosuggesttwoormoremeaningsordifferentassociationsortheuseoftwoormorewordsofthesameornearlythesamesoundwithdifferentmeanings,soastoproduceahumorouseffect（Murray:

1928）.

Redfernbelievesthat“pun,indeed,isapostrenaissanceword,andaninaccuratebutconvenienttagforawholevarietyofrhetoricaldeviceswhichplayonwords”（1984:

6）.Healsoarguesthatpunsdonothavetobefunny,andtheepithetsare“serious”or“unicomic”,andtheyhaveoftenbeenappliedtothem.

Althoughdifferentdictionariesanddifferentscholarsmakedifferentdefinitionsaboutpun,theyhavethesameessence,thatis,apunisakindofplayonwords.

Punhastwofeatures,whichareambiguityandadoublecontext.Ambiguityisdefinedasalanguageitemwhichmayhavetwoormorethantwocognitivemeanings（Leech:

1983）.Thefirstcharacteristicofapunisthatthefocusofitsmeaningliesinitsambiguity.Nomatterwhatformstheyare,thespeakersaimtoachieveanambiguity.Apunraisestheawkwardproblemofthepresenceofanambiguityinlanguage.Inthedailycommunication,peopletrytoavoidthepresenceofambiguity,butasforpuns,peopledeliberatelycreateambiguity.Thatisbecausetheessenceofapunliesinitsambiguity.

Itisimportanttokeepinmindthatthecentralandfundamentalphenomenonuponwhichpunoperatesisambiguity.Apundeliberatelyemploysphonemicorsemanticconditionstoexpressonemeaningonthesurfacewhilehidinganother.

Anotherstrikingcharacteristicisthatapuncontainsadoublecontext.AccordingtoAmericanprofessorArchibaldA.HillinAustenTexasUniversity,therearethreeelementsinanalyzingandcomposingapun:

adoublecontext,ahingeandatrigger.Ahingeisthepunitself,andatriggerreferstotheintentionandbackgroundthatlurkbehindtheexploitationofpun,whichisoftenemployedwhenweanalyzepun.

2.2Thepragmaticapproachtoadvertisingpun

2.2.1Grice’sfourmaximsofco-operation

Speakersholdthewishtocooperatewithothersandtomaketheircommunicationsuccessful,sotheyneedtoagreeuponcertainprinciple,whichistheCooperationTheory（Grice:

1989）.GriceputsforwardfourMaximsofCooperation,whichareQuantityMaxim,QualityMaxim,RelevantMaximandMannerMaxim:

QuantityMaxim:

saynomorethanisnecessary;

saynomorethanisnecessary.

QualityMaxim:

donotsaywhatyoubelievetobefalse;

donotsaythatforwhichyouarelackofadequateevidence.

RelevantMaxim:

berelevant.

MannerMaxim:

avoidambiguityofexpression;

avoidobscurityofexpression;

bebrief,beclear.

However,insomeinformationcommunications,speakerscouldbreakaboverules.Theiraimistoexpresssomeimpliedmeanings.Itiswhatadvertisingpundoesinadvertisements.Becauseadvertisinglanguage