从关联理论看广告英语中双关.docVIP

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 On the Relevance Theory and Puns in English Advertisement Abstract: Advertising communication is human communication act. Many ads are often not directly express the messages, but rather through an indirect way to express that. Pun is one of this indirect way. Advertising language require simple and short language, and then punning with short discourse being able to represent rich connotations. This article according to Sperber and Wilsons relevance theory, analyze pun in English advertising which is special language phenomenon. Based on the kinds of features and related knowledge of puns, the author attempts to use relevance theory to research common sense. This is not only a new perspective to rich advertising language study, and will deepen the pragmatic study. Key words: Advertisement; Pun; Relevance Theory; Context 从关联理论看广告英语的中双关 摘要：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。这不仅是一个新的视角，并以此来丰富广告语言的研究，同时也是将语用研究引向深入的动力。 关键词：广告；双关；关联理论；语境  Introduction In the age of information, advertisements have infiltrated into all works of life and become an important source of information as well as an indispensable part of our life. With China’s opening up to the outside world, especially after China’s