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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