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1INTRODUCTION“THEDEFINITIONOFADVERTISEMENTBYAMAAMERICANMARKETINGASSOCIATIONADVERTISINGISTHENONPERSONALCOMMUNICATIONUSUALLYPAIDFORANDUSUALLYPERSUASIVEINNATUREABOUTPRODUCTS,SERVICESOFIDEASBYIDENTIFIEDSPONSORSTHROUGHTHEVARIOUSMEDIA1ITISADEVICETOAROUSECONSUMERS’ATTENTIONTOACOMMODITYANDINDUCETHEMTOUSEITINMODERNAGE,PEOPLEFINDTHEMSELVESSURROUNDEDBYVARIOUSADVERTISEMENTSEACHDAYANAMERICANWRITERWRITES“WEFINDADVERTISEMENTOFALLKINDSEVERYWHERE,FOREXAMPLE,GLITTERINGNEONSIGNSONTOPOFHIGHBUILDINGSANDALONGMAINSTREETS,COLORFULPICTURESPAINTEDONBUSESPAMPHLETSSENTTOVERYHOUSE,ADVERTISEMENTJAMMEDBETWEENTVPROGRAMSVARIOUSADVERTISEMENTGLUTTING,NEWSPAPERANDRADIOBROADCAST；ETC”2FACINGSOMANYADVERTISEMENT,HOWTOMAKETHEADVERTISEMENTIMPRESSIVEISTHEMAINPURPOSEOFTHEADVERTISERSINORDERTOENHANCETHEAPPEALOFANADVERTISEMENT,ADVERTISERSPAYMUCHATTENTIONNOTONLYTOSUCHEXPRESSIVEDEVICESASPLATES,COLORANDTHELAYOUTOFAPRINTEDPAGE,BUTALSOTOTHECHOICEOFWORDSORPHRASES,TOMAKEANADVERTISEMENTBEAUTIFULANDATTRACTIVEINTHEPRACTICEOFTHEADVERTISINGENGLISH,PEOPLEPAYMOREATTENTIONTOPUNTOMAKETHEADVERTISEMENTSUCCINCT,ACCURATEANDVIVIDANDTOPROVIDERICHIMAGINATIONANDPLENTIFULASSOCIATIONSFORREADERSSOASTOSTIMULATETHEIRDESIRETHEFREQUENTANDWIDEUSEOFFIGURESOFSPEECHISANIMPORTANTCHARACTERISTICOFADVERTISINGENGLISH,WHICHISANEFFECTIVEWAYTOMAKETHEADVERTISEMENTATTRACTIVEAMONGTHEFIGURES,PUNISLOVEDDEEPLYOXFORDADVANCEDDICTIONARYDEFINESPUNAS“HUMOROUSUSEOFAWORDTHATHASTWOMEANINGSOROFDIFFERENTWORDSTHATSOUNDTHESAME”3APUNALSOKNOWNASPARONOMASIACANBEUNDERSTOODLIKETHATITISADELIBERATECONFUSIONOFSIMILARSOUNDINGWORDSOFPHRASESFORRHETORICALEFFECT,WHETHERHUMOROUSORSERIOUSITLEAVESADEEPIMPRESSIONONREADERSBYITSREADABILITY,WITANDHUMORITCANSATISFYTHEREQUIREMENTOFADVERTISEMENTCHARACTERISTICSSELLINGPOWER,MEMORYVALUE,ATTENTIONVALUE,ANDREADABILITYSOPUNISVERYPOPULARINADVERTISEMENTTHEARTICLEJUSTWANTSTOPRESENTTHEPRAGMATICFUNCTIONANDAPPLICATIONOFPUNINADVERTISEMENT2TYPESOFPUNINADVERTISEMENTAPUNISARHETORICALDEVICEINWHICHPEOPLEUSETHEPOLYSEMOUS,ORHOMONYMOUSRELATIONOFALANGUAGETOCAUSEAWORD,ASENTENCEOFADISCOURSETOINVOLVETWOTHINGSOFMEANINGSITHASSEVERALTYPES21PUNONPOLYSEMY“WHILEDIFFERENTWORDSMAYHAVETHESAMEOFSIMILARMEANING,THESAMEONEWORDMAYHAVEMORETHANONEMEANINGTHISISWHATWECALLPOLYSEMY,ANDSUCHAWORDISCALLEDPOLYSEMICWORDHISTORICALLYSPEAKING,POLYSEMYCANBEUNDERSTOODASTHEGROWTHANDDEVELOPMENTOFORCHANGEINTHEMEANINGOFWORDS”4PUNONPOLYSEMYISUSEDWIDELY,ESPECIALLYWITHTHENAMEOFTHEPRODUCTSUCHASTHEFOLLOWINGEXAMPLES1“FROMSHARPMINDSCOMESHARPPRODUCTS”5THEEXAMPLEISANADVERTISEMENTFORTHESHARPCOPIERTHEWORD“SHARP”PRAISESTHECONSUMERS’BRIGHTNESS,BUTALSOREFERSTOTHESHARPPRODUCTTHEADVERTISEMENTPRAISESTHECONSUMERSWHOARESHARPTOBUYTHEPRODUCTWHICHISSHARPTHEVANITYOFTHEAUDIENCESISAROUSEDANDTHEYWANTTOUSEITTOSHOWTHEIRWISE,ANDALSOTHEYBELIEVETHEPRODUCTISREALLYSHARP2“MONEYDOESN’TGROWONTHETREESBUTITBLOSSOMSATOURBRANCHESLIOYDBANK”6ITISTHESLOGANOFLIOYDBANK“BRANCH”MEANS“PARTOFATREEGROWINGOUTFROMTHETRUNK”,BUTHEREITIMPLIESTHEDIVISIONOFBANK”THESLOGANENCOURAGESPEOPLETOSTORETHEIRMONEYINLIOYDBANK,ANDTHEIRMONEYWILLBELIKETHEBLOOMINGFLOWERS,YIELDINGBETTERFRUITSAFTERUNDERSTANDINGITSMEANING,READERSWILLFIGUREITOUTINMINDTHATTHEIRMONEYWILLBECOMEMOREANDMOREDAILYANDDAILY,JUSTLIKETHELEAVESINSPRING22PUNONHOMONYMY“HOMONYMYREFERSTOTHEPHENOMENONTHATWORDSWITHDIFFERENTMEANINGSHAVETHESAMEFORM,IE,DIFFERENTWORDSAREIDENTICALINSOUNDORSPELLING,ORINBOTHWHENTWOWORDSAREIDENTICALINSOUND,THEYAREHOMOPHONESWHENTHEWORDSAREIDENTICALINSPELLING,THEYAREHOMOGRAPHSWHENTWOWORDSAREIDENTICALINBOTHSPELLINGANDSOUND,THEYARECOMPLETEHOMONYMS”7THEFOLLOWINSTANCESWILLEXPLAINTHAT3“‘VIPS’ANATOMICALCOMFORTVARIABLEIMPACTPRESSURESOLE”8THEADVERTISEMENTOFSPORTSHOESUSESTHEHOMOPHONICWORD“VIPS”ASWEKNOW,VIPUSUALLYSTANDSFOR“VERYIMPORTANTPERSONS”,WHILE,HERE,ITSTANDSFOR“VARIABLEIMPACTPRESSURESOLE”ITIMPLIESIFYOUUSEVIPS,YOUWILLBEAVIPTHEWORD“VIPS’MOTIVATESTHEAUDIENCES’VANITYANDINDUCESTHEMTOBUYTHE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