广告中双关语的语用功能和运用技巧的论文语言文化论文.docx

广告中双关语的语用功能和运用技巧的论文语言文化论文.docx

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广告中双关语的语用功能和运用技巧的论文语言文化论文

广告中双关语的语用功能和运用技巧的论文

语言文化论文

[abstract]inmodernsociety,advertisement’sinfluenceisuniversal.punistoaddmoreattraction,beingappliedasakindoffiguresofspeechinadvertisementanddeeplylovedbypeople.punhasmanyformsofexpressionsuchaspunonpolysemy,homophone,hononymy,parody,illustrationsandwords,grammar,etc.theadvertisersusebrand,idiom,andphrase,etc,toformpunskillfully.fromtheaspectofpragmatics,punviolatesthecooperativeprinciplebygrice.peopleusuallyviolatethemaximsinfourways.thearticleanalysespunfromthefourthwaythatthespeakermayfloutamaxim;thatis,hemayblatantlyfailtofulfillitandtoachievesomepurpose.theproperuseofpuninadvertisementresultsintheeffectsofhumor,wit,beauty,economy,warning,andevenmakestheproductmorecompetitiveandprofitable,andmakestheadvertisementsweettotheear,andpleaseboththeeyeandmind.

[keywords]advertisement;pun;pragmaticmaxims;pragmaticfunction

【摘要】当今社会，广告作为一种竞争手段无处不在，而双关语是一种广泛运用于广告创作并深受人们喜爱的修辞格。

WwW..Com双关语的表现形式多种多样，可分为一词多义双关，同音异义双关，谐音双关，仿拟双关，插图和文字双关，语法双关等。

广告商巧妙地运用品牌、成语、习语等构成双关语以增加宣传效果。

但从语用学的角度去分析双关语，它违背了grice提出的合作原则。

合作原则的违反通常有四种情况，而本文主要从第四种进行分析双关语，即说话人公然不执行某一条准则，也就是说话人知道自己违反了一条准则，他还想让听话人知道他违反了一条准则。

运用恰当的双关语产生了幽默、风趣、经济和警告的作用，使人享受语言的美，同时帮助厂家在激烈的竞争中立于不拜之地，获得更大收益。

【关键词】广告；双关语；语用原则；语用功能

1.introduction

“thedefinitionofadvertisementbyama（americanmarketingassociation）:

advertisingisthenonpersonalcommunicationusuallypaidforandusuallypersuasiveinnatureaboutproducts,servicesofideasbyidentifiedsponsorsthroughthevariousmedia.[1]itisadevicetoarouseconsumers’attentiontoacommodityandinducethemtouseit.inmodernage,peoplefindthemselvessurroundedbyvariousadvertisementseachday.anamericanwriterwrites:

“wefindadvertisementofallkindseverywhere,forexample,glitteringneonsignsontopofhighbuildingsandalongmainstreets,colorfulpicturespaintedonbusespamphletssenttoveryhouse,advertisementjammedbetweentvprogramsvariousadvertisementglutting,newspaperandradiobroadcast;etc.”[2]facingsomanyadvertisement,howtomaketheadvertisementimpressiveisthemainpurposeoftheadvertisers.inordertoenhancetheappealofanadvertisement,advertiserspaymuchattentionnotonlytosuchexpressivedevicesasplates,colorandthelayoutofaprintedpage,butalsotothechoiceofwordsorphrases,tomakeanadvertisementbeautifulandattractive.inthepracticeoftheadvertisingenglish,peoplepaymoreattentiontopuntomaketheadvertisementsuccinct,accurateandvividandtoproviderichimaginationandplentifulassociationsforreaderssoastostimulatetheirdesire.

thefrequentandwideuseoffiguresofspeechisanimportantcharacteristicofadvertisingenglish,whichisaneffectivewaytomaketheadvertisementattractive.amongthefigures,punisloveddeeply.oxfordadvanceddictionarydefinespunas“humoroususeofawordthathastwomeaningsorofdifferentwordsthatsoundthesame”.[3]apun（alsoknownasparonomasia）canbeunderstoodlikethatitisadeliberateconfusionofsimilar-soundingwordsofphrasesforrhetoricaleffect,whetherhumorousorserious.itleavesadeepimpressiononreadersbyitsreadability,witandhumor.itcansatisfytherequirementofadvertisementcharacteristics—sellingpower,memoryvalue,attentionvalue,andreadability.sopunisverypopularinadvertisement.thearticlejustwantstopresentthepragmaticfunctionandapplicationofpuninadvertisement.

2. typesofpuninadvertisement

apunisarhetoricaldeviceinwhichpeopleusethepolysemous,orhomonymousrelationofalanguagetocauseaword,asentenceofadiscoursetoinvolvetwothingsofmeanings.ithasseveraltypes.

2.1 punonpolysemy

“whiledifferentwordsmayhavethesameofsimilarmeaning,thesameonewordmayhavemorethanonemeaning.thisiswhatwecallpolysemy,andsuchawordiscalledpolysemicword.historicallyspeaking,polysemycanbeunderstoodasthegrowthanddevelopmentoforchangeinthemeaningofwords.”[4]punonpolysemyisusedwidely,especiallywiththenameoftheproductsuchasthefollowingexamples:

[1]“fromsharpminds.comesharpproducts.”[5]

theexampleisanadvertisementforthesharpcopier.theword“sharp”praisestheconsumers’brightness,butalsoreferstothesharpproduct.theadvertisementpraisestheconsumerswhoaresharptobuytheproductwhichissharp.thevanityoftheaudiencesisarousedandtheywanttouseittoshowtheirwise,andalsotheybelievetheproductisreallysharp.

[2]“moneydoesn’tgrowonthetrees.butitblossomsatourbranches.lioydbank.”[6]

itisthesloganoflioydbank.“branch”means“partofatreegrowingoutfromthetrunk”,buthereitimpliesthedivisionofbank”.thesloganencouragespeopletostoretheirmoneyinlioydbank,andtheirmoneywillbelikethebloomingflowers,yieldingbetterfruits.afterunderstandingitsmeaning,readerswillfigureitoutinmindthattheirmoneywillbecomemoreandmoredailyanddaily,justliketheleavesinspring.

2.2punonhomonymy

“homonymyreferstothephenomenonthatwordswithdifferentmeaningshavethesameform,i.e,differentwordsareidenticalinsoundorspelling,orinboth.whentwowordsareidenticalinsound,theyarehomophones.whenthewordsareidenticalinspelling,theyarehomographs.whentwowordsareidenticalinbothspellingandsound,theyarecompletehomonyms.”[7]thefollowinstanceswillexplainthat:

[3]“‘vips’anatomicalcomfort.

    variableimpactpressuresole”[8]

  theadvertisementofsportshoesusesthehomophonicword“vips”.asweknow,vipusuallystandsfor“veryimportantpersons”,while,here,itstandsfor“variableimpactpressuresole”.itimpliesifyouusevips,youwillbeavip.theword“vips’motivatestheaudiences’vanityandinducesthemtobuytheproduct.

[4]“trustus.over5000earsofexperience.”[9]

  itisanadvertisementforaudiphone.theliteralmeaningisthattheproducthasexperiencedalotoftexts.while“ears”and“years”areapairofhomophone.soitimpliesthattheproducthasalonghistoryandhashighquality.

[5]“goodbuy

winter!

100%cottonknitwear$40”[10]

itisanadvertisementforthesaleofwinterclothes.theadvertisementseemstopeoplethatitsagoodandcheaptobuycottonknitwear.butwhentheaudiencesread“goodbuywinter”together,theywillunderstandthegooduseofpun.“goodbuywinter”soundsthesameas“goodbyewinter”.theadvertisementusehomophonetoshowtwomeanings:

itisagoodbusinesstobuythecottonknitwearnow,andwinterhaspassedaway.naturally,peoplewillassociatethesituationhappeningeveryyearthatwhentheysaygoodbyetowinter,theclotheswillhaveagreatdiscountanditisgoodtimetobuythem.

[6]“moresunandairforyoursunandheir.”[11]

 theadvertisementisforabathingbeach.theadvertiseruseshomophoneskilfully,sunvs.son,andairvs.heir.theadvertiserencouragespeopletobringtheirsonandheirtothebathingbeachtogetsunandairtokeepfit.eachcouplehopestheirsonandheirwillbehealthyalltheirlife.punmakestheadvertisinglanguagesoundsweet,fluentandpersuasive.

2.3punonparody

 “parodyisapieceofspeech,writingofmusicthatimitatesthestyleofanauthor,composer,etcinanamusingandoftenexaggerateway.”[12]punonparodyusestheoutfitofsaying,apothegm,proverboridiomtoformnewmeanings.englishhasalotofwell-knownphrases,idiomsandsayings.theyareimportantpartofeverydaylanguagespokenbytheenglishspeakers,andhavebecomeoneoftheaspectsoftheenglishculture.theadvertisementdesignersaresharp-mindedandimaginative.theychangeapartoftheexpressionsandputtheirideasintothemtoachievesensationaleffect.andmostofthemachievearemarkablesuccess.thetransformationsarenotonlyeyecatching,butalsoeasytobeacceptedbythecommon,whowilldoaccordingtothetradition.asthesayingsofidiomshavebeenonepartofthetradition,thepeoplewillbeeasilypersuadedbytheadvertisementworksofthiskind.sopunonparodyispopularinadvertisement.

[7]“amarsadayhelpsyouwork,restandplay.”[13]

   itisthesloganofmarschocolatecompany.lookingatthisadvertisement,peoplewillassociateitwithtwoidioms:

“anappleadaykeepsthedoctoraway”and“allworkandnoplaymakesjackadullboy”.fromthemeaningsofthetwoidioms,thewatchwordtellspeoplethatamars’chocolateadaywillmakeyounotbeadullboy（makeyouwise）andkeepthedoctoraway（keepfit）.

[8]“tryoursweetcorn,you’llsmilefromeartoear.”[14]

   itistakenfromtheadvertisementforakindofsweetcorn.theword“ear”hasdoublemeanings:

theorganofhearingandtheseed–bearingpartofacereal.teidiom“fromeartoear”alsoisapun.onemeaningisthatpeoplearesatisfiedwiththeproduct.theotheroneisthattheconsumerseatoneearbyanother.sotheadvertisementimpliesthatthesweetcornisverydelicious,andyouwillenjoyitandeatingonebyone.howcanpeoplerefusesuchdeliciousfood?

[9]“alliswellthatendswell.”[15]

   thisisanidiom,buthere,itistakenfromanadvertisementofacigarette.“end”,asaverb,means“finish”,while,asanoun,means“cigarettebutt”.thesentencemeansthatifthecigaretteendsaregoodthatthecigaretteisgood.

2.4punongrammar

manyadvertisersusepunproducedforgrammarproblemtoattracttheaudiences,suchasellipsisorwordwithdifferentgrammarfunctions.ifthistypeofpuncanbeusedproperly,itwillachieveunexpected