攀枝花学院论文.docx

攀枝花学院论文.docx

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攀枝花学院论文

攀枝花学院本科毕业论文

论双关语在英语广告中的运用技巧及其语用功能

学生姓名：

朱珍珍

学生学号：

200410208164

院（系）：

外国语学院

年级专业：

2004级英语本科4班

指导教师：

何学德副教授

二〇〇八年五月

OnApplicationandPragmaticFunctionsofPuninEnglishAdvertisement

ZhuZhenzhen

UndertheSupervisionof

HeXuede

SchoolofForeignLanguagesandCultures

PanzhihuaUniversity

May2008

Contents

Abstract…………………………………………………………………………….I

KeyWords…………………………………………………………………………..I

摘要…………………………………………………………………………………...Ⅱ

关键词………………………………………………………………………………....Ⅱ

Introduction…………………………………………………………………………....1

I.TypesofPuninEnglishAdvertisement................................………………….....3

A.PolysemousPun…………………………………………………………...........3

B.HomonymousPun….…………………………………………………………….4

C.ParodyPun….…………………………………………………………………….5

D.GrammaticalPun………………………………………………………………….6

E.LexicalPun…………………………………………………………………..........6

II.ThePragmaticAnalysisofPuninEnglishAdvertisement…………………………..7

A.CooperativePrinciple………………………………….........................................7

B.ViolationoftheMaximsinEnglishAdvertisement……………………………….9

III.ThePragmaticFunctionofPuninEnglishAdvertisement………………………...11

A.WitandHumor…………………………………………………………..…….....11

B.CreativenessandOriginality……………………………..………........................12

C.SatisfyingPeople’sRequirementofBeauty…………...........................................12

D.SatisfyingtheRequirementofSocio-economy…………………………………13

E.ImplyingWarning………………………………………………………………...14

F.MakingtheProductMoreProfitableandCompetitive……………………………15

Conclusion…...................................................................................................................16

Acknowledgements….....................................................................................................17

Bibliography…...............................................................................................................18

Abstract

Advertisement’sinfluenceinmodernsocietyisuniversal.Punistoaddmoreattraction,beingappliedasakindoffigureofspeechinadvertisementandisdeeplylovedbypeople.Punhasmanyformsofexpression,suchaspolysemouspun,homonymouspun,parodypun,grammaticalpun,lexicalpun,etc.Theadvertisersusebrand,idiom,andphrase,etc,toformpunskillfully.Fromtheaspectofpragmatics,pundisobeystheCooperativePrinciplebyGrice.Inadvertisement,theadvertiserviolatesthecooperativeprincipletoattainacertainpurpose,thusmakingtheutteranceproduceambiguitytoarousetheaudience’scuriosityandinducethemtobuytheproduct.Theproperuseofpuninadvertisementresultsintheeffectsofhumor,wit,beauty,economy,warning,andevenmakestheproductmorecompetitiveandprofitable,andmakestheadvertisementsweettotheear,andpleasesboththeeyeandmind.

KeyWords

Advertisement;pun;application;pragmaticfunction

摘要

广告在当今社会的影响无处不在，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。

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，仿拟双关，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。

在广告中，广告创作者故意违反合作原则，使表达产生歧义，以激发消费者的好奇心和购买欲望。

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；运用；语用功能

Introduction

AMA（AmericanMarketingAssociation）definesadvertisingas“thenonpersonalcommunicationusuallypaidforandusuallypersuasiveinnatureaboutproducts,servicesofideasbyidentifiedsponsorsthroughthevariousmedia”.Itisadevicetoarouseconsumers’attentiontoacommodityandinducethemtouseit.Inmodernage,peoplefindthemselvessurroundedbyvariousadvertisementseachday.AnAmericanwriterwrites:

“wefindadvertisementofallkindseverywhere,forexample,glitteringneonsignsontopofhighbuildingsandalongmainstreet,colorfulpicturesarepaintedonbuses,pamphletsaresenttoveryhouse,advertisementjammedbetweenTVprograms,variousadvertisementglutting,newspaperandradiobroadcast;etc.”（Wang,2004:

7）Facingsomanyadvertisements,howtomaketheadvertisementimpressiveisthemainpurposeoftheadvertisers.Inordertoenhancetheappealofanadvertisement,advertiserspaymuchattentionnotonlytosuchexpressivedevicesasplates,colorandthelayoutofaprintedpage,butalsotothechoiceofwordsorphrases,tomakeanadvertisementbeautifulandattractive.InthepracticeoftheadvertisingEnglish,peoplepaymoreattentiontopuntomaketheadvertisementaccurateandvividandtoproviderichimaginationandplentifulassociationsforreaders,soastostimulatetheirdesire.

ThefrequentandwideuseoffiguresofspeechisanimportantcharacteristicofadvertisingEnglish.Itisaneffectivewaytomaketheadvertisementattractive.Amongthefigures,punisloveddeeply.OxfordAdvancedDictionarydefinespunas“humoroususeofawordthathastwomeaningsorofdifferentwordsthatsoundthesame”.Apuncanbeunderstoodlikethatitisadeliberateconfusionofsimilar-soundingwordsofphrasesforrhetoricaleffect,whetherhumorousorserious.Itleavesadeepimpressiononreadersbyitsreadability,witandhumor.Itcansatisfytherequirementofadvertisementcharacteristics—sellingpower,memoryvalue,attentionvalue,andreadability.Sopunisverypopularinadvertisement.Thearticlejustwantstopresentthepragmaticfunctionandapplicationofpuninadvertisement.

I．TypesofPuninEnglishAdvertisement

Apunisarhetoricaldeviceinwhichpeopleusethepolysemous,orhomonymousrelationofalanguagetocauseaword,asentenceofadiscoursetoinvolvetwothingsofmeanings.Ithasseveraltypes.

A.PolysemousPun

“Whiledifferentwordsmayhavethesameorsimilarmeaning,thesameonewordmayhavemorethanonemeaning.Thisiswhatwecallpolysemy,andsuchawordiscalledpolysemicword.Historicallyspeaking,polysemycanbeunderstoodasthegrowthanddevelopmentorchangeinthemeaningofwords.”（Dai&He,2002:

74-75）Punonpolysemyisusedwidely,especiallywiththenameoftheproduct,suchasthefollowingexamples:

“Fromsharpminds.Comesharpproducts.”（Fu,2004:

42）

TheexampleisanadvertisementfortheSharpcopier.Theword“sharp”praisestheconsumers’brightness,butalsoreferstotheSharpproduct.Theadvertisementpraisestheconsumerswhoaresharptobuytheproductwhichissharp.Thevanityoftheaudiencesisarousedandtheywanttouseittoshowtheirwisdom,andalsotheybelievetheproductisreallysharp.

“Moneydoesn’tgrowonthetrees.Butitblossomsatourbranches.LioydBank.”（Zhao,2003:

50）

ItisthesloganofLioydBank.The“branch”means“partofatreegrowingoutfromthetrunk”,buthereitimplies“thedivisionofbank”.ThesloganencouragespeopletostoretheirmoneyinLioydBank,andtheirmoneywillbelikethebloomingflowers,yieldingbetterfruits.Afterunderstandingitsmeaning,readerswillfigureitoutinmindthattheirmoneywillbecomemoreandmoredailydaybyday,justliketheleavesinspring.

B.HomonymousPun

“Homonymyreferstothephenomenonthatwordswithdifferentmeaningshave

thesameform,i.e.differentwordsareidenticalinsoundorspelling,orinboth.Whentwowordsareidenticalinsound,theyarehomophones.Whenthewordsareidenticalinspelling,theyarehomographs.Whentwowordsareidenticalinbothspellingandsound,theyarecompletehomonyms.”（Dai&He,2002:

75）Thefollowinstanceswillexplainthat:

“‘VIPs’anatomicalcomfort.VariableImpactPressureSole”（Yang,2003:

108）

Theadvertisementofsportshoesusesthehomophonicword“VIPs”.Asweknow,VIPusuallystandsfor“veryimportantpersons”,while,here,itstandsfor“VariableImpactPressureSole”.ItimpliesifyouuseVIPs,youwillbeaVIP.Theword“VIPs’motivatestheaudiences’vanityandinducesthemtobuytheproduct.

“Trustus.Over5000earsofexperience.”（Dai&He,2002:

49）

Itisanadvertisementforaudiphones.Theliteralmeaningisthattheproducthasexperiencedalotoftests.While“ears”and“years”areapairofhomophone.Soitimpliesthattheproducthasalonghistoryandhashighquality.

“Goodbuy!

Winter!

100%cottonknitwear$40”（Zhao,2003:

52）

Itisanadvertisementforthesaleofwinterclothes.Theadvertisementseemstopeoplethatitisgoodandcheaptobuycottonknitwear.Butwhentheaudiencesread“goodbuywinter”together,theywillunderstandthegooduseofpun.“Goodbuywinter”soundsthesameas“goodbyewinter”.Theadvertisementuseshomophonetoshowtwomeanings:

itisagoodbusinesstobuythecottonknitwearnow,andwinterhaspassedaway.Naturally,peoplewillassociatethesituationhappeningeveryyearthatwhentheysaygoodbyetowinter,theclotheswillhaveagreatdiscountanditisgoodtimetobuythem.

“Moresunandairforyoursonandheir.”（Dai&He,2002:

49）

Theadvertisementisforabathingbeach.Theadvertiseruseshomophoneskillfully,sunvs.son,andairvs.heir.Theadvertiserencouragespeopletobringtheirsonandheirtothebathingbeachtogetsunandairtokeepfit.Eachcouplehopestheirsonandheirwillbehealthyalltheirlife.Punmakestheadvertisinglanguagesoundsweet,fluentandpersuasive.

C.ParodyPun

“Parodyisapieceofspeech,writingofmusicthatimitatesthestyleofanauthor,composer,etcinanamusingandoftenexaggerateway.”（Dai&He,2002:

1067）

Punonparodyusestheoutfitofsaying,apothegm,proverboridiomtoformnewmeanings.Englishhasalotofwell-knownphrases,idiomsandsayings.TheyareimportantpartofeverydaylanguagespokenbytheEnglishspeakers,andhavebecomeoneoftheaspectsoftheEnglishculture.Theadvertisementdesignersaresharp-mindedandimaginative.Theychangeapartoftheexpressionsandputtheirideasintothemtoach