语言文化论文-广告中双关语的语用功能和运用技巧.doc

语言文化论文广告中双关语的语用功能和运用技巧ABSTRACTINMODERNSOCIETY,ADVERTISEMENT’SINFLUENCEISUNIVERSALPUNISTOADDMOREATTRACTION,BEINGAPPLIEDASAKINDOFFIGURESOFSPEECHINADVERTISEMENTANDDEEPLYLOVEDBYPEOPLEPUNHASMANYFORMSOFEXPRESSIONSUCHASPUNONPOLYSEMY,HOMOPHONE,HONONYMY,PARODY,ILLUSTRATIONSANDWORDS,GRAMMAR,ETCTHEADVERTISERSUSEBRAND,IDIOM,ANDPHRASE,ETC,TOFORMPUNSKILLFULLYFROMTHEASPECTOFPRAGMATICS,PUNVIOLATESTHECOOPERATIVEPRINCIPLEBYGRICEPEOPLEUSUALLYVIOLATETHEMAXIMSINFOURWAYSTHEARTICLEANALYSESPUNFROMTHEFOURTHWAYTHATTHESPEAKERMAYFLOUTAMAXIM；THATIS,HEMAYBLATANTLYFAILTOFULFILLITANDTOACHIEVESOMEPURPOSETHEPROPERUSEOFPUNINADVERTISEMENTRESULTSINTHEEFFECTSOFHUMOR,WIT,BEAUTY,ECONOMY,WARNING,ANDEVENMAKESTHEPRODUCTMORECOMPETITIVEANDPROFITABLE,ANDMAKESTHEADVERTISEMENTSWEETTOTHEEAR,ANDPLEASEBOTHTHEEYEANDMINDKEYWORDSADVERTISEMENT；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。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