广告中双关语的语用功能和运用技巧_0.docVIP

广告中双关语的语用功能和运用技巧 [Abstract] In modern society, advertisements 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 spe