双关语的语用功能和运用技巧
来源：英语专业论文 http://www.benkelunwen.cn/

双关语的语用功能和运用技巧

[Abstract] In modern society, advertisement’s influence
is universal. Pun is to add more attraction, being applied
as a kind of figures of speech in advertisement and deeply
loved by people. Pun has many forms of expression such as
pun on polysemy, homophone, hononymy, parody,
illustrations and words, grammar, etc. The advertisers
use brand, idiom, and phrase, etc, to form pun skillfully.
From the aspect of pragmatics, pun violates the
Cooperative Principle by Grice. People usually violate
the maxims in four ways. The article analyses pun from the
fourth way that the speaker may flout a maxim; that is,
he may blatantly fail to fulfill it and to achieve some
purpose. The proper use of pun in advertisement results
in the effects of humor, wit, beauty, economy, warning,
and even makes the product more competitive and profitable,
and makes the advertisement sweet to the ear, and please
both the eye and mind.
[Key words] advertisement; pun; pragmatic maxims;
pragmatic function

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。

双关语；语用原则；语用功能
1. Introduction
“The definition of advertisement by AMA(American
Marketing Association): Advertising is the nonpersonal
communication usually paid for and usually persuasive in
nature about products, services of ideas by identified
sponsors through the various media.[1] It is a device to
arouse consumers’ attention to a commodity and induce
them to use it. In modern age, people find themselves
surrounded by various advertisements each day. An
American writer writes: “ we find advertisement of all
kinds everywhere, for example, glittering neon signs on
top of high buildings and a long main streets, colorful
pictures painted on buses pamphlets sent to very house,
advertisement jammed between TV programs various
advertisement glutting, newspaper and radio broadcast;
etc.”[2] Facing so many advertisement, how to make the
advertisement impressive is the main purpose of the
advertisers. In order to enhance the appeal of an
advertisement, advertisers pay much attention not only to
such expressive devices as plates, color and the layout
of a printed page, but also to the choice of words or
phrases, to make an advertisement beautiful and
attractive. In the practice of the advertising English,
people pay more attention to pun to make the advertisement
succinct, accurate and vivi