从关联理论看广告英语的中双关

广告交际是人类交际行为的一种。很多广告常常不直接表达所要传递的信息,而是通过间接的方式来表达,双关语就是其中之一.广告语言要求言简意赅,双关修辞能够用简短的话语表述丰富的内涵。本文依据Sperber 和Wilson提出的关联理论,对英语广告双关语这一特殊语言现象进行剖析。基于双关语的功能和种类相关知识试图从关联理论的进行常识探讨。

Contents

Introduction .................................................................................................................. 2

1 Relevance theory and communication ........................................................................ 3

1.1 Relevance, cognition and ostension ......................................................................... 3

1.2 The function and features of relevance theory ......................................................... 4

1.3 Importance of context .............................................................................................. 5

2 Introduction of pun...................................................................................................... 7

2.1 Classification of pun ................................................................................................ 8

2.1.1 Homonym.............................................................................................................. 8

2.1.2 Asteismus .............................................................................................................. 9

2.1.3 Pun-metaphor ...................................................................................................... 10

2.1.4 Free-morpheme ................................................................................................... 10

2.1.5 Acronym.............................................................................................................. 11

2.2 Functions of puns in advertising ............................................................................ 11

2.2.1 Attracting attention.............................................................................................. 11

2.2.2 Making advertisements brief............................................................................... 12

3 Context and puns in the light of relevance theory .................................................... 13

3.1 Puns being situational ............................................................................................ 13

3.2 Used in headlines and slogans ............................................................................... 14

3.3 Involving the brand names of the product or service............................................. 15

Conclusion ................................................................................................................... 17

Notes ............................................................................................................................ 18

Bibliography................................................................................................................. 19

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