puns-in-advertisement-from-the-perspective-of-cooperative-principle-英语专业本科毕业论文

.CooperativePrinciple2.1TheDefinitionofCooperativePrincipleQuiteoftenaspeakercanmeanmuchmorethanwhatissaidandthehearercanunderstandthespeaker’smeaning.OxfordphilosopherH.P.Grice(1975:45)believesthattheremustbesomemechanismsgoverningtheproductionandcomprehensionoftheseutterances.Hearguesthatthereisasetofassumptionsguidingtheconductofconversation.Inotherwords,weseemtofollowsomeprinciplelikethefollowing:“Makeyourconversationalcontributionsuchasisrequired,atthestageatwhichitoccurs,bytheacceptedpurposeordirectionofthetalkexchangeinwhichyouareengaged”.ThisiswhathecallstheCooperativePrinciple.2.2MaximsofCooperativePrincipleHuZhuanglin(1987,191):TospecifytheCooperativePrinciplefurther,Griceintroducedfourcategoriesofmaximsasfollows:2.2.1QuantityMakeyourcontributionasinformativeasisrequired;don’tmakeyourcontributionmoreinformativethanisrequired.2.2.2QualityTrytomakeyourcontributiononethatistrue:Don’tsaywhatyoubelievetobefalse;don’tsaythatforwhichyoulakeadequateevidence.2.2.3RelationBerelevant2.2.4MannerBeperspicuous:Avoidobscurityofexpression;avoidambiguity;bebrief;beorderly.2.3ViolationoftheMaximsofCooperativePrincipleTheuseofterms“principle”and“maxim”doesn’tmeanthateverybodywillfollowtheCooperativePrincipleanditsmaximsallthetime.Peopledoviolatethemaximsandtelllies,whichincludetheviolationofthemaximofquantity,theviolationofthemaximofquality,theviolationofthemaximofrelationandtheviolationofthemaximofmanner.ThefollowingprovidesdifferentcircumstancesoftheviolationofCooperativePrincipleanditsmaxims.(HuZhuanglin1987)2.3.1ViolationoftheMaximofQuantityAnexampleinwhichthemaximofquantityisviolatedwillbe:A:WhereisX?B:He’sgonetothelibrary.Hesaidsowhenheleft.Inasense,thefirstpartofB’sanswerisenoughforA’squestion.Butbyaddingthesecondpart,thespeakermayimplicatethatheisnotsurewhetherXhasgonetothelibrary.AndtautologieslikeBoysareboysandWariswarareextremeexamplesinwhichthefirstQuantityMaximisviolated.Atthesuperficiallevel,theyaretotallyuninformative.Atadeeperlevel,theyareinformative.Theymayconveyimplicatureslike“Boysarenaughtyandmischievousbynature”,“It’snouselamentingthetragediesofwar.Terriblethingsalwayshappeninit.Thatisitsnature.”2.3.2ViolationoftheMaximofQualityTheexamplesGriceprovidesfortheviolationoftheQualitymaximarealltraditionalfiguresofspeechlike:Heismadeofiron.Thatisatthelevelofwhatissaid,theyarefalsestatements.Nonaturalhumanbeingismadeofiron,unlessheisarobot.Sothissentencewillnotbetakenliterally.Insteadwewillinterpretitasametaphor,meaningthismanhasacharacterlikeiron.2.3.3ViolationoftheMaximofRelationAsforthemaximofRelation,Gricethinks“Examplesinwhichanimplicatureisachievedbyreal,asdistinctfromapparent,violationofthemaximofRelationareperhapsrare,butthefollowingseemstobeagoodcandidate.”A:Howdoyoulikemypainting?B:I’mafraidIdon’thaveaneyeforbeauty.BhasapparentlyrefusedtosaysomethingrelevanttoA’squestion.Heorshetherebyimplicatesthatheorshedoesn’tlikeitatall.2.3.4ViolationoftheMaximofMannerThefollowingmaybeseenasacaseinwhichBisbeingdeliberatelyobscure,sothatthechildrenwillnotbeabletounderstandwhattheyaretalkingabout.A:Let’sgetthekidssomething.B:Okay,butIvetoI-C-E-C-R-E-A-M-S.Whenillustratingtheviolationoftheambiguityavoidancemaxim,wecanusethisexample:A:Whereisyourmother?B;Sheiseitherinherroomoratthemarket.Andthissentencecanbeanexampleoftheviolationofbrief.A:MissXsang“Homesweethome”.B:MissXproducedaseriesofsoundsthatcorrespondedcloselywhichthescoreof“Homesweethome”.IfareviewerhaschosenBratherthanA,thentheprolixityimplicatesthatMissX’sperformanceissopoorthattheword“sing”can’tbeapplied.Gricedidn’tgiveanyexampleofdisorder,whichisunderstandableinthatadisorderedutterancewillnotconveyanythingbutthefactthatthespeakerismentallyunsound.2.4ConversationalImplicatureViolationsofthemaximsofCooperativePrinciplehavegivenrisetotheconversationalimplicature.AccordingtoGrice(1975:97),itreferstotheextrameaningnotcontainedintheutterance,butunderstandabletothelisteneronlywhenhesharesthespeaker’sknowledgeorheknowswhyandhowheviolatesintentionallyoneofthefourmaximsofcooperativeprinciple.3.PunsinAdvertisement3.1DefinitionofpunTheterm“pun”originatesintheLatinword“paranomazein”,meaning“callingbyadifferentname”.Anditisalsocalled“paronomasia”.Lookingatthesameissuefromdifferentperspectives,wemayoftencomeupwithdifferentdefinitionsofthethingunderdiscussion.And,notsurprisingly,puncanbethusdefinedinmanyways.Thereissuchahumorousexplanationaboutpun:“punning–totortureonepoorwordtenthousandways(JohnDryden)”.InLongmanDictionaryofContemporaryEnglish,punisdefinedas“Anamusinguseofawordorphrasethathastwomeanings,orwordswiththesamesoundbutdifferentmeanings”.AccordingtoTheOxfordEnglishDictionary,punisdefinedas“theuseofwordinsuchawayastosuggesttwoormoremeaningsordifferentassociations,ortheuseoftwoormorewordsofthesameornearlythesamesoundwithdifferentmeanings,soastoproduceahumorouseffect”.InPrincetonEncyclopediaofPoetryandPoetics,punisdefinedas“Afigureofspeechdependinguponasimilarityofsoundandadisparityofmeaning”.Thepresentstudyhasitsowndefinitionasfollows:“Apunskillfullyemploysphonemicorsemanticconditionsanddeliberatelymakestheutterancebearadoublemeaning，thatis，bysayingonethingwhilemeaninganother,onemeaningbeingexplicitandtheothermeaningimplicit，onetrueandonefalse”.3.2CharacteristicsofPunWhenitcomestothecharacteristicsofpun,mostofpeoplecansaysomethingaboutit.Inmyopinion,firstofall,oneofthecharacteristicsofpunliesinitsbrevity.Forexample,theadvertisementofasupermarketis:“MeetAll.”Thesetwowordscontainalotofmeanings.Ononehand,itmeanstherearevariouskindsofthinstobechosenfrominthissupermarket;andontheotherhand,itmeansthedealerwilltryhisorherbesttosatisfyeverycustomer’sneeds,whichcontributesalottothepropagandaofthissupermarket.Andsecondly,puniseuphemistic.Forexample,inadebatecompetition,ajurysaidtooneofthedebaters:“Yourargumentissound,nothingbutsound.”Here,thewordsoundappearstwotimes.Thefirst“sound”isanadjective,whichmeanspersuasiveandthesecond“sound”isanoun.Thejurycriticizedthedebatergently.Besides,anothercharacteristicofpunliesinitshumor.Forexample,A:Whydidyoudisconnectthedoorbell?B:Iwanttheno-bellprize.(NobelPrize).Afterreadit,wecan’thelplaughing.Tosummarize,thepresentpaperintendstoproposethatpunshavetwocommoncharacteristics：1)theutterancemeaningmayfallontothedifferentmeaningsofthesamewordorsame(similar)pronunciation;2)eachpunhasdoublecontexts(黄颖2005).3.2.1AmbiguityThefirstcharacteristicofapunisthatthefocusofitsmeaningliesinitsambiguity．Nomatterthecharacteristicsofpunliesinitsbrevity,euphemismorliesinitshumor,thespeakeraimstoachieveanambiguity．Inourdailycommunication，wetrytoavoidthepresenceofambiguity，butasforpunswedeliberatelycreateambiguity．Thatisbecausetheessenceofapunliesinitsambiguity.Apunattractsattentionbecauseitproducesambiguitywhichrequiresmoretimeforprocessingandgetstheaudiencemoreinvolvedintheprocessing.Forexample,therewasamanintherestaurant.“Youarenoteatingyourfish,”thewaitresssaidtohim.“Anythingwrongwithit?”“Longtimetosea,”themanreplied.“Longtimetosee”isacommonexpressionbetweenfriendswhohavenotmetforalongtime.Thereply“Longtimetosea”,istheman’sironicwaytoexpresshiscomplaint.Itimpliesthefishwastoostale,forithadbeenoutoftheseatoolong.Thewords“see”and“sea”arehomophones.Thesamepronunciation/si:/formsthehomophonicpun.Wecanalsofindtheoreticalsupportfortheambiguityofpuns．Asweallknow,languageunithasbothformandcontent．Whilethereisnotaone—to—onerelationshipbetweenformandcontent，thatistosay,onephonemicformdoesnotsignifyonemeaning，andonemeaningisnotrepresentedbyonelanguageform．Apundeliberatelyemploysphonemicorsemanticconditionstoexpressonemeaningonthesurfacewhilehidingtheother.3.2.2ThedoubleContextAnotherstrikingcharacteristicisthatapuncontainsadoublecontext．AccordingtoArchibaldA.Hill(1964:78)，therearethreeelementsinanalyzingandcomposingapun：adoublecontext，ahingeandatrigger．Ahingeisthepunitself,andatriggerreferstotheintentionandbackgroundthatlurkbehindtheexploitationofpuns，whichisoftenemployedwhenweanalyzepuns.Takethefollowingasanexample:Wemusthangtogether,orweshallhangseparately.ThisisafamoussayingbyAmericanPoliticianBenjaminFranklinduringtheIndependenceWar.Heretheword“hang”isthehinge.Ithasadoublecontextinthissentence.(a)Weshalldeathbyhangingtogetherorseparately.(b)Weshouldbeunitedtogetherorwewilldeathbyhangingseparately.Heretheformer“hang”meansunitedwhilethelattermeansdeathbyhanging.Atthefirstsightofthesentence,wemayinterpretitaccordingtocontext(a),butthenwewillfeelconfusedandmanagestoskipfromcontext(a)tocontext(b),andfinallybegintoappreciatethespeaker’screativeideaandwearedeeplyimpressed.Thisistheplacewherethecharmofpunlies.3.3TypesofPuninAdvertisementGenerallyspeaking，therearetwokindsofpuns．Oneiscalledhomonyms，andtheotheriscalledhomophones．Theformermeansthatawordhasseveralmeanings,whereasthelattermeansthatseveralwordssoundthesame．Bothhomophonesandhomonymscanbephrasesratherthansinglewords．Actuallytherearevariouskindsofpuns,butinthispaperweonlyintroducethetypesofpuninadvertisement,whichincludespunsonpolysemy,punsonhomonymy,punsonparody,andpunsongrammar(WenJun1974).3.3.1PunsonPolysemy“Whiledifferentwordsmayhavethesameofsimilarmeaning,thesameonewordmayhavemorethanonemeaning.Thisiswhatwecallpolysemy,andsuchawordiscalledpolysemicword.Historicallyspeaking,polysemycanbeunderstoodasthegrowthanddevelopmentoforchangeinthemeaningofwords.”Punonpolysemyisusedwidely,especiallywiththenameoftheproductsuchasthefollowingexamples:“Whenthewindhasabite…andyoufeellikeabite…thenbiteonawholeNut.”Theword“bite”hasseveralmeanings:grip,food,andeat.Thewholesentencemeansthatwhenthestrongwindhurtsyouandyouareveryhungry,justeatsomeNut.Afterdayworking,peoplewouldfeeltiredandhungry,whiletheadvertisementisjustthesituationofthem.Therefore,theywouldbeattractedtobuytheproduct,sotheywillnotsufferhungerafterwork.Also,thesentencesoundsliketonguetwist.

3.3.2PunsonHomonym“Homonymyreferstothephenomenonthatwordswithdifferentmeaningshavethesameform,i.e,differentwordsareidenticalinsoundorspelling,orinboth.Whentwowordsareidenticalinsound,theyarehomophones.Whenthewordsareidenticalinspelling,theyarehomographs.Whentwowordsareidenticalinbothspellingandsound,theyarecompletehomonyms.”Thefollowinstanceswillexplainthat:“Trustus.Over5000earsofexperience.”Itisanadvertisementforaudiphones.Theliteralmeaningisthattheproducthasexperiencedalotoftexts.While“ears”and“years”areapairofhomophone.Soitimpliesthattheproducthasalonghistoryandhashighquality,whichisworthbuying.3.3.3PunsonParody“Parodyisapieceofspeech,writingofmusicthatimitatesthestyleofanauthor,composer,etcinanamusingandoftenexaggerateway”.Punonparodyusestheoutfitofsaying,apothegm,proverboridiomtoformnewmeanings.Theadvertisementdesignersaresharp-mindedandimaginative.Theychangeapartoftheidiomsandputtheirideasintothemtoachievesensationaleffect,andmostofthemachievearemarkablesuccess.Sopunonparodyispopularinadvertisement.

Forexample:Wherethereisaway,thereisToyota.ApparentlyitisanadvertisementofthecarToyota.Itusestheoutfitofafamoussaying:Wherethereisawill,thereisaway,whichmeansthatifthereisaway,theremustbesomeonewhoisdrivingthecarToyota.Asthesayingsofidiomshavebeenonepartofthetradition,thepeoplewillbeeasilypersuadedbytheadvertisementcopyandtheycan’thelpthinkingthatsinceToyotaissopopularwithcustomers,Ishouldalsobuyone.3.3.4PunsonGrammarManyadvertisersusepunproducedforgrammarproblemtoattracttheaudiences,suchasellipsisorwordwithdifferentgrammarfunctions.Ifthistypeofpuncanbeusedproperly,itwillachieveunexpectedeffect.Forexample:AsoundwaytolearnEnglish.Itisanadvertisementofakindoftape.Atthefirstsightofthesentence,weknowthat“sound”isanadjective,whichmeansgood,sowecaninterpretthesentencelikethis:AgoodwaytolearnEnglish.ButIwanttoaskyouaquestion:“whytheadvertiserdon’tusetheword‘good’directlybutusetheword‘sound’?”Andthenyouwillfindthat“sound”isalsoanounhere,whichpaysmuchattentiontothesoundandimpliesthattheacousticfidelityofthetapeisverygood.Withtheillustration,thewholeadvertisementbringsahumorouseffectandimpressestheaudiencesdeeply.

4.CooperativePrincipleandPunsinAdvertisementItisuniversallyacknowledgethatthepurposeofthedealersistosellproductsout,fromwhichtheycanmakeprofits.Theadvertisementisjustanintermediarythatlinkingcustomersandproductstogether.Anexcellentadvertisementwillmakeproductsmoreprofitableandthusinfluencecustomers’buyingdecision.Inordertoachievethispurpose,theadvertiserintentionallyviolatesthemaximsofCooperativePrincipleandthushasgivenrisetotheconversationalimplicature.Inthispart,punswillbeanalyzedfromtheperspectiveofCooperativePrincipleanditwillbeanalyzedundertwoheadlines:oneisthatpunsinadvertisementviolatethemaximsofCooperativePrinciple,andtheotheroneisthatpunsinadvertisementwithconversationalimplicatures.4.1PunsinadvertisementthatviolatethemaximsofCooperativePrincipleThereasonwhytheadvertiserpreferspunsisthattheyattractattention(Harris1962).Anadvertiserisparticularlyconcernedwiththeproblemofattractingandholdinganaudience’sattention,foritispossiblethatanaudiencedoesnotnoticetheadvertiser’smessageatall.Punsfunctionastheostensivestimuli,whichremainthemosteconomicalandefficientmeanstoattractattention.Inmodernadvertisement,theadvertiserintentionallyviolatesthemaximsofCooperativePrincipleforthepurposeofattractingtheaudience’sattentionthusinfluencetheaudiences’buyingdecision.4.1.1PunsthatviolatethemaximofquantityInmodernadvertisement,advertisersintentionallyandopenlygivemoreorlessinformationthanwhatisneed.Seemingly,theredundantinformationisunnecessaryorirrelevant,butactuallyitcontainssomeimportantmeaning.Andthelessinformationmotivatesthereadertoimagine,whichwillbringpositiveeffectstotheproducts.Thisisanexampleofviolatingthemaximofquantitywhichgiveslessinformationthanwhatisneeded.Artswillalwaysbearts.Thisisanadvertisementofoilpaintingexhibition.Atthesuperficiallevel,thissentenceismeaningless.Butactuallyitgivesapieceofinformationthatoilpaintingisakindofarts,whichattractsreaderstoexperienceandenjoythecharmofpaintingandthisistheconversationalimplicatureofthisadvertisement.Andthisisanotherexampleofviolatingthemaximofquantitywhichgivesmoreinformationthanwhatisneeded.Adealwithusmeansagooddealtoyou.”

Here,theword“deal”hastwomeanings:oneistheamountandtheotherisbusiness.Theformeronemeansbusinessandthelatteronecanmeanbusinessandtheamountboth.Themeaningsoftheadvertisementarethat:dotradeswithusisagoodbusinesstoyou;doingbusinesswithus,youwillgetalot,inwhichthefirstinterpretationisenoughandthesecondinterpretationcontainssomeimportantinformationtwo.Theadvertiserusesthepolisemicwordtoexpressmoremeaningsthanwhatisneeded.Thetwointerpretationsstandontheirownandalsocompleteeachother,whichgivesamorecomprehensiveimpressionoftheproducttotheaudience.4.2.2PunsthatviolatethemaximofqualityThisisanexampleofviolatingthemaximofquantityinadvertisement.Ifpeoplekeeptellingyoutoquitsmokingcigarettes,don’tlisten.Theyareprobablytryingtotrickyouintoliving.(AmericanCanceSociety)AccordingtotheMaximofQuantity,thespeakershouldsaysomethingthatistrue.“Don’tlisten”inthissentencesuggeststhatsmokersshouldnotlistentotheadviseofothers,whichisobviouslynottrueandeveryoneknowsthat.Andtheconversationalimplicatureisthatsmokersshouldlistentoothers’adviceandgiveupsmoking.Itviolatesthemaximofquantity,andtheuseofironyachievesthehumorouseffect.Andthereisanotherexampleofviolatingthemaximofquantityinadvertisement.Inourcountrywekeepanimalsintheforestandpeopleinthecages.ThisistheadvertisementofVolvoCar.Accordingtocommonsense,animalsshouldbeintheforestandthat’strue.Butitisnonsensetokeeppeopleinthecagesandthatisimpossible.AccordingtotheMaximofQuantity,thespeakershouldsaysomethingthatistrue,sotheadvertisementviolatesthemaximofquantity.Andafterfurtherthinking,wemayrealizetheultimateintensionoftheadvertiserandthatistheywilltrytheirbesttomaketheVolvoCarmeetcustomers’requirement,whichgivesleavesagoodimpressionofthecartotheaudience.4.2.3PunsthatviolatethemaximofrelationThisisanexampleinadvertisementthatviolatesthemaximofrelation.Theonlysoundyouwillhearispraise.Thisisanadvertisementofthecar.Seemingly,thereisnorelationbetweenthewordpraiseandthesoundofthecar,buttheviolationofthemaximofrelationhasgivenrisetotheimpliedmeaningortheconversationalimplicature:Thecarrunssmoothlyandthesoundissolightthattheonlysoundyoucanhearispeople’spraiseaboutthecarandthereisnonoiseatall.Andthereisanotherexampleinadvertisementthatviolatesthemaximofrelation.Lessbread,nojam.ItisanadvertisementofLondonsubway.Atthefirstsightofthetwowords“bread”and“jam”,wemayregardthemintoachunkbecausewhenweeatthebreadperhapsweneedsomejam.Sowewilltranslateitlikethis:whenthereisalittlebread,jamisnotneeded.Accordingtocommonsense,thereseemsnorelationshipbetweenlessbreadandnojam,nottospeakoftherelationbetweenthebreadandthesubway.Sothisadvertisementobviouslyviolatesthemaximofrelation.Sotheremustbeanotherinterpretation.Breadcanrepresentsmoneyandjammeansthetrafficjamhere.ItsactualmeaningisthatifyoutravelbyLondonsubway,itwillcostyoulessandyouwillnotsufferintrafficjam.Theviolationofthemaximofrelationactivatestheaudiences’curiosity.Itisaneconomicalwaytoexpressthatmeaningandismuchbetterthanthestraightforwardwayforitneedsmorementaleffortsandthusmakesthisadvertisementmoreattractive.4.2.4PunsthatviolatethemaximofmannerThefollowingadvertisementviolatesthemaximofmanner,whichisthatavoidobscurityandbebrief.Wedon’thireBlacks,wedon’thirewomen,wedon’thireHispanics,wedon’thireAsians,wedon’thireJews,wedon’thireDisabled,wedon’thirewhites,wehirepeople.Thisadvertisementseemsobscureandcomplicated.Whatkindofpersondoesthiscompanywanttohireonearth?Aftercarefulpondering,weknowthatthiscompanywantstohirethetalentsregardlessoftheirrace,colorandgender,whichisalsotheconversationalimplicatureoftheadvertisement.Thiscompanyiswhatthejobseekersneeds.Heretheycandisplaytheirtalentswithoutbeingdiscriminatedbecauseoftheirrace,colororsomethingelse,whichsatisfiestheirrequirement.Wehavetoadmitthatthisadvertisementissuccessful.Andthereisanotheradvertisementthatviolatesthemaximofmanner.Shewantstoputhertongueinyourmouth.Thisisanadvertisementofalanguagetrainingschoolanditseemsobscureandnonsenseatall.Itisdisgustingtoputone’stongueinother’smouth.Hereimaginationisneeded.Itisuniversallyacknowledgedthatlanguageneedsmouthandtonguetospeak.Sothemeaningofthisadvertisementisthattheteachersofthisschoolwilltrytheirbesttoteachtheirstudentstolearnlanguageandtheresultisthatthestudents’pronunciationofthislanguageissoperfectthatjustliketheteachers’tongueisintheirmouth.Thissimplesentencegivesustwopiecesofimportantinformation,howtheyteachlanguageandtheresultsofthelanguage-teaching.Theaudiencewillbeimpressedbythewisdomandhumorcontainedinthisadvertisementandatthesametime,theschoolleavesagoodimpressiontotheaudience.4.2PunsinadvertisementwithconversationalimplicatureTheintroductionofpunsputsforwardthatpunshavedoublemeanings,oneistheliteralmeaningandtheotheronetheimpliedmeaning,ofwhichthelatteroneisthemainmeaningthatthespeakerwantstoexpress(黄映秋2005).Inmodernadvertisement,theadvertiserdeliberatelyviolatesthemaximsofCooperativePrincipleandthushasgivenrisetotheconversationalimplicaturetocreateambiguity.Becausetheprocessofmakingclearthespeaker’simpliedmeaningorconversationalimplicaturecaninfluencethehearer’sbuyingdecision,fromwhichtheadvertisercanmakeprofits.4.2.1PunswithoneconversationalimplicatureTherearepunswhoseinitialmeaningarenonsensicalandhavetoberejectedinfavorofanotherinterpretation，whichistheoneintendedbythespeaker.Forexample:MoneydoesnotgrowontreesButitblossomsatourbranches．ThisisanadvertisementforLloydbank.Atthefirstsightofthisheadline,theaudiencemightimmediatelythinkthat“branches”maymean‘‘divisionsofatree”,asitappearstogetherwith“trees’’and“blossom”．Butthisimmediatelyaccessibleinterpretationisnotrelevanttotheaudienceforitisanadvertisementforabank．Thentheaudiencewillrejectthefirstinterpretationandreachthesecondinterpretationof‘‘branches’’as“divisionsofabank”．Thustheaudiencemayderivethefollowingconclusionfromtheheadline：ThemoneywillcontinuouslyincreaseifthecustomerdepositsitinLloydBank．Andthereisanotherexample;(范业刚2000)买“银”得金(洁银牙膏广告)ThisisanadvertisementforJieyintoothpaste．ReadingtheChinesecharacters“银”and“金”，theaudiencewillprobablytakethecharacterstomean“银子”and“金了”respectively，Thiswillbethemostaccessibleinterpretation，as“银”and“金”arestereotypicalitemsinChinese，whetherseparatelyortogether．Sotheaudienceautomaticallyinterpretstheadvertisementlikethis:Ifyoubuysilver，youwillgetgold．Signalsforpunningareusuallyinconsistencies．Theinconsistencyexistsbetweenthepresentadvertisementandthecommonknowledgeaboutbusinessingeneral．Suchinterpretationisobviouslyfalse,asonecan’texpecttogetgoldbybuyingsilver.Besides,thisinterpretationisirrelevanttothisfactthatitisanadvertisementofthetoothpaste.Sothisinterpretationisnonsenseandirrelevant.Theaudiencewiltthusrejectthefirstaccessibleinterpretationandwillhopefullytrytosearchinhermemoryforanotherhighlyaccessibleinterpretationoftheadvertisement.Thecharacter“银”ismarkedwithaquotationmark，meaningthatitdoesnotrefertothegenuinesilverata1l.TheChinesecharacter“银”referstothebrandnameofJieyintoothpaste．TheChinesecharacter“金”meansobjectsgivenasreward．Sothetruemeaningofthisadvertisementis:IfyoubuyJieyintoothpastenowyouwillexpecttogetobjectsgivenasreward．Thusthisadvertisementiscertainlymoresuccessfulinattractingattentionthantheadvertisement：买沽银牙膏，参加有奖销售活动，可以得到奖品。Theinitialmeaningworkstoarousecuriosityandpegattentionwhilethesecondoneinformsconsumersoftheintendedinformationabouttheproductorservice．4.2.2PunswithmoreConversationalImplicaturesSometimesapieceofadvertisementwillhaveanumberofinterpretationsandtheyallyieldsubstantialcontextualeffects.Itisnotcleartotheaudiencewhichoneisintendedbytheadvertiser.Andsometimestheyallseeminsufficientorincompleteontheirownandtheseinterpretationstogetherwillyieldadequatecontextualeffects.Thenthereisanadvertisementinwhichthepuncommunicatesmorethanonemeaning.Andallthesemeaningsarerelevanttotheaudience.做女人挺好。（隆胸广告）Thisisatypicalexampleofpunswithtwoormoreimpliedmeanings．Whentheaudienceseesthisadvertisement，heorshewillautomaticallyrealizethatthisadvertisementhasapun．HeretheChinesecharacter“挺”means“very”.AndOnthisinterpretationtheaudiencewilldrivethat做女人非常好。However,“挺”alsomeansbigbreastsandthismeaningmightencourageanalternativeinterpretation：Itisagoodthingforwomentohavebigbreasts.Thewordcadalsodrivefurthercontextualmeaning：Itisagoodchoicetoenlargeyourbreasts.Thus，theadvertisementcommunicatesthreeinterpretationswithonesinglesentence．Theyallyieldsubstantialcontextualeffects，andthereisnogoodreasontorejectanyoftheinterpretationsasirrelevantandtheyallseeminsufficientorincompleteontheirown(林华2007).Accordingtotheprincipleofrelevance，theaudiencemaycombinethesethreemeaningstogether:Itisagoodthingtobeawomanand