从语用学角度谈告白双关语（国外英文资料）.doc

从语用学角度谈广告双关语（国外英文资料） When I was a child, I felt that my father was not easy, and then I felt that my children were not easy. The more you want to know whether you have forgotten, the more you remember. [abstract] a pun is a kind of effective language rhetoric means, is widely used in advertising language, the principles of pragmatics, this paper expounds such problems as its operation process, and the analysis of the pun from the Angle of pragmatics, rhetoric functions. [keywords] pun; Advertisements; Pragmatics [Chinese library classification number] H0 [id] A [article number] (2009) 1008-7427 03-0112-02 1. Preface rhetoric (rhetoric) is to strengthen the language information transmission effect, enhance the appeal of A special kind of language. The humanities scholars of all countries attach great importance to the great effect of rhetoric in the process of writing sentences. Pun is one of many rhetorical devices. It is a game of words that combines a word or phrase with a double meaning, which is a combination of words, and is intended to be humorous in vague statements. In the proper context, the pun can kill two birds with one stone and give a feeling of double. Puns are more than just a kind of hilarious, humorous remark. Many scholars on the usage and function of pun has carried out extensive and in-depth research, and productive, but these studies focused on the literary works, and the study of its application to the AD is still rare. This paper will take some advertising language as an example, and discuss the language mechanism and its pragmatic rhetoric functions from the Angle of pragmatics. 2. The category of the advertising puns 2.1 phonetic pun Phonetic pun is homophonic pun, is the use of homophones or nearly sound conditions, is a word have two different understanding. For example: Seven days without 7 - up make one week (weak). This is a beverage of advertising, because the weak and week pronunciation is the same, big companies 7 up use of puns fo