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广告中双关语语用功能AbstractInmodernsociety,advertisementsinfluenceisuniversa
1.Punistoaddmoreattraction,beingappliedasakindoffiguresofspeechinadvertisementanddeeplylovedbypeople.Punhasmanyformsofexpressionsuchaspunonpolysemy,homophone,hononymy,parody,illustrationsandwords,grammar,etc.Theadvertisersusebrand,idiom,andphrase,etc,toformpunski11fully.Fromtheaspectofpragmatics,punviolatestheCooperativePrinciplebyGrice.Peopleusuallyviolatethemaximsinfourways.Thearticleanalysespunfromthefourthwaythatthespeakermayfloutamaxim;thatis,hemayblatantlyfailto fulfi11itandtoachievesomepurpose.Theproperuseofpuninadvertisementresultsintheeffectsofhumor,wit,beauty,economy,warning,andevenmakestheproductmorecompetitiveandprofitable,andmake stheadvertisementsweettotheear,andpleaseboththeeyeandmind.Keywordsadvertisement;pun;pragmaticmaxims;pragmaticfunction当今社会,广告作为一种竞争手段无处不在,而双关语是一种广泛运用于广告创作并深受人们喜爱的修辞格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,TheCoca-colacompanyalsouses“can”todotheiradvertisement.11uCokerefreshesyoulikenoothercan.”17Justlikelastexample,“can”hasdoublemeanings,sothesentencecanbeunderstandllkethatCokerefreshesyoulikenoothercan;tin,drinkcanrefreshyou.Itimpliestheirproductisthebestone.Ofcourse,peopleliketobuythebestone.
2.SPunonlllustrationandWordsAlotofadvertisementassociateswithillustrationsandwordstoachievebettereffect,especiallyonTV,becausepeoplearemoreeasilyattractedbypicturesthanwords.Theillustrationsandwordscanhelppeopletounderstandtheadvertisementfully.Punintheadvertisementmustbeconnectedwithillustrationsandwords,sopeoplecanunderstandtheimpliedmeanings.Forinstances:12“50%0FF.”18ItisashopwindowadvertisementofE-spiritexclusiveshopinShanghaifrom200landspringfestival.Theillustrationisapicturewithsixlights,threeonandthreeoff.Fromtheillustration,peopleknowitdoesnotonlymeanahalfofthelightsareoff,butalsomeansthewholesalediscounts50%.Theillustrationandwordsarevivid,andattractthepassers-byattentionmoreeasily.13Stopattwo.19ItisthetitleofanpublicserviceadvertisingPSAwhichthePopulationandcommunityDevelopmentAssociationPCDAofThailandusestoadvocatethecoupletohavechildrennomorethantwo.TheillustrationisthephotoofWisternChurchillwhoformeda Vletterwithhisf orefingerandmiddlefinger.Thegesture Vmeansvictory.Sopeoplealsocanunderstandthatitisavictorytohaveonlyonechild.Thispictureisfamous,sopeoplewillrememberiteasily.Toachievethesuccessoftheircountry,peoplemaymorel iketocontrolthepopulation.
3.PragmaticanalysisofadvertisementpunFromanalysesabove,peoplecanunderstandthatapunusuallyusesonewordinasentencerelatingtodoublemeanings,surfacemeaningandimplicitmeanings,whichisthemainideathespeakerwantstoconvey.Theadvertisersliketousethedoublemeaningstoproduceambiguity.Wh ile,ana1yzingfrompragmaticmaxims,itbreachesCooperativePrinciple.Justlookatanotherexample:14You llgonutsforthenutsyougetinNux.20Intheadvertisement,“gonuts“means“gotobuynuts”,hereintheadvertisement,italsomeans“gocrazy”inthedailyEnglishexpres sion.And“Nux”isthenameoftheproduct.SoitmeansthenutswillmakeyoucrazyifyoubuytheminNux.TheuseofpunviolatestheCooperativePrinciple,butwhatisCooperativePrinciple
3.1CooperativePrinciple“ThetheoryofconversationalimplicaturewasoriginallysuggestedbyHerbertPaulGrice,anOxfordphilosopher,wholaterwenttoAmeri ca.21Hisapproximationis^Wemightformulateatoughgeneralprinciplewhichparticipantswillbeexpectedtoobservenamely:Makeyourconversationalcontributionsuchasisrequired,atthestageatwhichitoccurs,bytheacceptedpurposeofdirectionofthetalkexchangeinwhichyouareengaged.Onemightlabe1thistheCOOPERATIVEPRINCI PLE.”22“Inordertoexplainfurtherthecooperativeprinciple,abbreviate dasCP,GriceborrowsfromtheGermanphilosopherlmmanuelKantfourcategories:quantity,quality,relationandmanner.Thatis,theCPisspecifiedfromfouraspects.Andthecontentofeachcategoryisknownasmaxim.
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1.2Quantitya.Makeyourcontributionasinformativeasisrequired forthecurrentpurposeoftheexchangeb.Donotmakeyourcontributionmoreinformativethanisrequired23Thatistosaythequantityoftheinformationyougivemustsuitfortherequirement,noless,nomore.Forinstance,ifyougotobuyonepen,buttheassistantgivesyoutwopens,hebreachestheQuantity.Becauseheshouldgiveonepentoyouthatyouwant.
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1.2uQualitya.Donotsaywhatyoubelievetobe falseb.Donotsaythatforwhichyoulackadequateevidence^24Itmeansthatthespeakercan,ttellliesbutonlycansaythatwhichhasbeenprovedtoberightfact.However,ifthespeakerthinkswhathesaysisright,butinfactitisfalse,hestillobeystheprinciple.Giveyouanexample,ifsomeoneasksyoutogoshoppingwithhim,butyoudontliketo,soyoutellhimthatyouhaveameetingtonight.Atthistime,youviolateQuality,foryouhavetoldliestoyourfriend.
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1.3uRelation:berelevant^25Thatmeanswhatyousaymustherelevant.Forexample,whenyouarehung ry,youdontexpectyoupartnergivingyouabook,butacake,becausecakeisrelevanttoyourfeelingatthissituation.
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1.4uMannera.Avoidobscurityofexpressionb.Avoidambiguityc.Bebrief avoidunnecessaryprolixityd.Beorderly”26Themaximrequiresthewordsspeakerusedmustbeconciseandwithoutambiguity.Forinstance:15A:WillyougotoXiamentomorrowB:Maybe.Inthecase,BviolatesManner,becausehisanswerisambiguous.Astil leantgettheanswerhewants.AftertheexplanationofCP,abetterunderstandingwi1Ibemadebyreadersonaboveexamples,whichhaveviolatedtheCP.ButwhydotheadvertisersliketousepuntoviolatetheMaximsdeliberatelyTheanswercanalsobegivenbyGrice.
3.2ViolationofthemaximsGricethoughtonlybothspeakerandlistenerobeytheprinciple,couldtheirintercoursebeconcordantandharmonic.Whilehealsonoticedthatpeopledidn,talwaysobeytheprincipleinsocialactivity,onthecontrary,theybreacheditintentionally.SoGricegivesfourwaystoexplainthefailuretofulfillamaxim.“Firstly,hemayquietlyandunostentatiouslyVIOLATEamaxim;ifso,insomecaseshewillbeliabletomislead.Itmeansyouareintentio naltoviolatethemaxim.27Forexample:Ifsomeoneinvitesyoutojoin inaparty,butyoudon tliketo.Avoidingoffencetohim,youmaysay,usorry,Ihavepromisedjimtogoshopping.Atthistime,youknowyo utelllies,butyouhaveto.“Secondly,hemayOPTOUTfromtheoperationbothofthemaximandtheCP;hemaysay,indicate,orallowittobecomeplainthatheisunwillingtocooperateinthewaythemaximrequires.Hemaysay,forexample,leannotsaymore;mylipsaresealed.Thirdly,hemaybefacedbyaCLASH:hemaybeunab1e,forexample,tofulfillthefirstmaximofQualityBeasinformativeasisrequiredwithoutviolatingthesecondmaximofQualityhaveadequateevidenceforwhatyousay.“28Forexample:16A:WheredoesXliveB:Somewhereinthesuburbsofthecity.TheanswerofBbreachestheQuantity,becauseheprovideslessinformationthatAwantstoknow.ButifBreallydoesn,tknowwhereXlives,heobeystheQualitythatdonotsaywhatyoulackadequateevidence;ifBknowstheaddressofB,yethedoesnotwanttotellA,thenheimplicatesthathedoesn^twanttotellA.“Fourthly,hemayFLOUTamaxim;thatis,hemayBLATANTLYfailtofulf illit.Ontheassumptionthatthespeakerisabletofulfillthemaximandtodosowithoutviolatinganothermaximbecauseofaclash,isnotoptingout,andisnot,inviewoftheblatancyofhisperformance,tryingtomislead,thehearerfacedwithaminorproblem;HowcanhissayingwhathedidsaybereconciledwiththesuppositionthatheisobservingtheoverallCPThissituationisonethatcharacteristicallygivesrisetoaconversationalimplicature;andwhenaconversationalimplicatureisgeneratedinthisway,IsaythatamaximisbeingEXPLOITED.“29Giveanexample:17A:WhereisMaryB:ThereisabluecaroutsideBill shouse.Intheconversation,BbreachesQuantity,butifAassumesthatBiswillingtocooperatewithhim,hewilltrytorelatehisquestiontoB,san swer.BasingontheircommonsensethatMaryhasabluecar,andthenhewillunderstandthatBistellinghimthatMaryisatBilP shouse.Inadvertisement,theadvertiserviolatesthecooperativeprincipleinthefourthwaytoattainacertainpurpose,thusmakingtheutteranceproduceambiguity.Althoughtheadvertisementdisobeystheprinc iple,butitcanarousetheaudiencescuriosityandinducethemtobuytheproductandatlastachieveabettereffect.Lookatsomeadvertisem ents:18YoucanbuyHappiness.30Itisthesloganofashampooadvertisement.TheadvertisementbreachestheMannerMaxim一avoidambiguity,forhappinesshasdoublemeaningshere:delight”and thenameoftheproduct.ItwantstoexpressthemeaningthatifyoubuyHappiness,youwillattainhappiness.A1thoughitbreachestheCooperativePrinciple,itimpressestheaudiencesdeeplyandarousestheirinteresttohaveatry.19Inourcountrywekeepanimalsintheforestandpeopleinthecages.3111istheadvertisementforVo1voCarCompany.Fromthead,peoplemaygiveanassumptionthattheykeepanimalsintheforestwhileshutthemselvesinthecages.Buttothecommonsense,thephenomenonisimpossib le.SotheadvertisementbreachestheQualitythatyouonlycansaywhatyouthinkisright.Butthroughthecontextoftheadvertisement,theaudiencescanunderstandthecagesrefertoVolvocar,andfinallyknowthemeaningoftheadvertisementthattheVolvoCompanyaimsatproducingmoreandbettercarsforpeople.20TheUniqueSpiritofCanada:webottledit.Righttothefinish,itsCanadianspiritstandsoutfromtheordinary.Whatkeepstheflavorcoming.Superlightness.Suppertaste.Ifthatswhereyou^dliketohead,setyourcourseforLordCalvertCanadia n.”32TheexampleistakenfromtheadvertisementofLordCalvertCanadian.Atthefirstsightoftheadvertisement,peop1ewou1dbedrawn,fortheywonderwhatstheuniquespiritofCanada.Afterthinking,theywou IdfinduTobottlethespirithastwomeaningshere:oneistobottletheliquor;theotheristoputtheCanadianspiritintothisliquor.TheadvertisementbreachesMannerMaximbutarousespeople,scuriosity.Punintheadvertisementhasagreatfunction.
4.ThepragmaticfunctionofpuninadvertisementPunhasalotofadvantagessuchasconciseness,witandhumor,noveltyandvividness.Itproducesaparticularlyrhetoricalandpragmaticeffectwhenpeopleusethelanguagecreativelyinaspecifiedcontext.Theproperusecanmaketheadvertisementimpressiveandattractive.
4.1WitandhumorPun,thegameofword,produceswitandhumoreffecttoattracttheaudi encesattentionandinspirestheirassociation.Intheageofrapid rhythm,advertisementwithpunlikeaspicemakespeopleenjoythemseIvesintheadvertisingatmosphere,andreducestheirpressureinarelaxedenvironment.21uWhenthewindhasabitee,andyoufeellikeabiteethenbiteonawholeNut.”33Theword bite”hasseveralmeanings:grip,food,andeat.Thewholesentencemeansthatwhenthestrongwindhurtsyouandyouareveryhung ry,justeatsomeNut.Afterdayworking,peoplewouldfeeltiredandhu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,它违反了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,获得更大收益广告;双关语;语用原则;语用功能
1.Introduction“ThedefinitionofadvertisementbyAMAAmericanMarketingAssociation:Advertisingisthenonpersonalcommunicationusuallypaidforandusuallypersuasiveinnatureaboutproducts,servicesofideasbyidentifiedsponsorsthroughthevariousmedia.lltisadevicetoarouseconsumers,attentiontoacommodityandinducethemtouseit.Inmodernage,peoplefindthemseIvessurroundedbyvariousadvertisementseachday.AnAmericanwriterwrites:uwefindadvertisementofallkindseverywhere,forexample,glitteringneonsignsontopofhighbuildingsandalongmainstreets,colorfulpicturespaintedonbusespamphletssenttoveryhouse,advertisementjammedbetweenTVprogramsvariousadvertisementglutting,newspaperandradiobroadcast;e ngry,whi1etheadvertisementisjustthesituationofthem.Therefor e,theywouldbeattractedtobuytheproduct,sotheywillnotsufferhungerafterwork.Also,thesentencesoundsliketonguetwist.22uExcellentTaste!3411isawordinanadvertisementforawhiskeyproduct一Jamson.Intheadvertisement,whentheherodrankthejamsonwhiskeythattheheroineintroducedtohim,hesaid,“ExcellentTaste”.Generallyspeaking,“taste”means“favor”,buthere,anothermeaningis utheabilitytoappreciatewhatisbeautiful.Sotheadvertisementmeans:thiskindfwhiskeyasgoodflavor;theheroinehashighappreciation.Theadvertiserusespuntopraiseboththeproductandtheconsumerswhochoosetheirproduct.Itcatersforpeople^vanityandinducesthemtobuytheproduct.
4.2CreativenessandoriginalityThisistypicalofadvertisinglanguage.Anadvertisementhasahighdemandofdictioneverywordplayinganimportantrole.Ifhumanemotionshavetobeinspired,thewords,stronginexpressingemotions,willbechosen.Inadvertisement,originalityisking.Anewwayofsendingmessagecansetabrandapartfromcopycatsandalso-rans.Soitisimportanttousesomethingnovelsuchascoinageintheadvertisementtodrawpeople,attention.Normally,anewcreatedwordacceptedbyreaderscanenhancethefreshnessandattractionoftheadvertisement.Goodadvertisersusecoinagetorefreshtheadvertisementandtoachieveitspropagandistpurpose.23CabFourward.35Itisanadvertisementti11eofRamCarproducedbyDoqicompany.Thewo rd“fourward“soundslike“forward”.Connectingitwiththepictureintheadvertisement,peoplewouldknowwhyituses,fourward”.Becausethefourdoorsofthiskindofcarcouldbeopenedfromfourdirections.Theadvertisercreatestheword“fourward”from forward“toshowthespecialityofthecar.24^CatchtheRaincheetahandcheattherain.”36ItisanadvertisementinTorontoDailyStar.Thepunnyword“Raincheetah”,thenameoftheraincoat,soundslike uraincheaterwhiletheword“raincheater“derivesfrom“windcheater”.Theword“ch eatvinthesentencemakesitwonderfulandletpeoplefeelthatthiskindofraincoatcanprotecttheconsumerswell.Pungivespeopleimpressionofnoveltyandinterest.
4.3Satisfyingpeople,srequirementofbeautyAgoodadvertisementisatextfromwhichpeoplecanappreciatetheartoflanguage,especiallyadvertisementusingpun.Puninadvertisementisorderlyandantitheticthatmakespeoplefeeltheaestheticmodalityoflanguage.Thecharactersofpun,suchasvividness,witandhumor,pleasurepeople sspiritand1etthemenjoythebeautyoflanguage.Forinstance:25^Giveyourhairatouchofspring.3711isanadvertisementforshampoo.Theword“spring“hereisveryvividandlikeapictureinpeople mind:afterusingtheshampoo,thelonghairbecomeselasticandshining.Whenyoustandthere,yourhairwillgowithwind.Everyonelikesbeauty,sotheadvertisementcatersforpeople,desireandinducesthemtobuytheproducttomakethemmorebeautiful.
4.4Satisfyingtherequirementofsociety--EconomyWiththerapiddevelopmentofthesociety,peoplebecomebusierandbusier,sotheyrequireshortandeasyrememberedadvertisementtosupplythemessagetheywant.Buthowtoimpresstheaudiencesisaquestion.Theanswerisusingpun.ButwhyispunespeciallyfavoredbytheadvertiserThemainreasonsasfoilowing:“Firstly,advertisementispaidmessage,withlimitedspaceandtime,soitdoesn,tallowverbiagetowastetheinvestment.Punwithdoublemeaninghasthecharacteristicofsmallcarrierbutplentyofconno tations.Soitisveryeconomic,effectiveandmoney-savingtotheadv ertiser.Secondly,inmodernsociety,peoplepaymoreandmoreattentiontoeff ect,andgettiredofthetediousadvertisement.Thepuninadvertisementisusuallyformedbyshortsentences.Someusethenameoftheproductasthethemeoftheadvertisement.Someuseexce11entphrasestoshowthespecialtiesoftheproduct.Totheaudiences,itsavestheirtimetogettheinformationtheywant.Thirdly,usually,theaudiencesreadorwatchadvertisementunintentionallyandonlycanremembersomethingunconsciously.So,toachieveexpectedpropagandisteffect,theadvertisementmustreducethememorymessage.Punissuitablefortherequirement.Thecontentissho rt,theformrhythmic,andthestylenovel,whichareeasilyrememberedandimpressedpeopledeeply.38Inaword,punusesfewerwordstoexpressfullmessagewhichisthecontentofEconomyPrinciple,anditusuallyreachesthepurposeofadvertisementthatisarouseconsumers attentiontoacommodityandinducethemtouseit.Forinstance:26^Twobeerornottwobeer,that^saquestion.Shakesbeer^39Lookingatthebeeradvertisement,peoplewouldassociateitwiththeproverb uTobeorknottobe,that^saquestion”inHamlet.Shakesbeeristhenameofthebeer,butitsoundslike uShakespeare^whoisknownnearlyallovertheworld,soitiseasyforpeopletoremembertheShakesbeer.AndthewordsaidbyHamletisalsoveryfamous,especiallyinwesterncountry.Thesentenceisshortandthepatternisfamous,sopeoplewi1Iremembertheproductnaturally.27“Gowell,GoShell.”4011isanadvertisementforShe110iICompany.“Well”soundslike where”,soitimpliesthatgotoShe11companytobuyoil.Onlyfourwordsareusedintheadvertisement,butexpressthemeaningfullyandimpresspeopledeeply.Imaginethatoneday,whenyoudriveyourcar,suddenly,theoilisrunout.Soyouarewonderingwheretogo,then,ofcourse,youwillrememberthewords“Gowell,goShell”.SoyouwillgotoShe llatonce.Theslogansimpresstheaudiencesdeeplyandpersuadethemtobuytheproductinvisibly.28MakeTimeForTime.4111isanadvertisementforTimemagazine.Theadvertisementusesthepunonhomonymyoftheword time”torefertwomeanings:commonsense oftime,andthenameofhemagazine.TheadvertisementmeansthatreadTimemagazinetoseizetime.Inthesocietyfullofcompetition,timeisimportantandmagazinesalsoplayanimportantrolewhichpeoplehavetoreadtobroadentheirview.WhileTimemagazinewi1Inotonlybroad enview,butalsosaveyourtime.Itsatisfiespeople^srequirement.295ImplyingWarningSomeadvert isementsimplywarming.Puncanmakethewarmingvividandeffectivesothatpeoplecanpayattentiontoit.Forinstances:30^Betterlatethanthelate.42Itisapublicserviceadvertisingoftraffic.Itderivesfromtheprov erb^Betterlatethannever^.Inthesentence,“thelate”meansv thedead,anditremindsthedriverstodriveslowlyandcarefully.Theadvertisementwithpunherehasmorepowerfultopersuadethedriverstocaretheirsecurity.Anotherexample:31^Thedriverissaferwhentheroadisdry;Theroadissaferwhenthedriverisdry.43Itisalsoanadvertisementforsafedriving.Theexcellentwordis dry“whichhasdoublemeanings:withoutwaterandwithoutdrinking.Itexpressesiftheroadisdryandthedriverdoesn,tdrink,alldriverswillbesafer.Theantithesesandthymeofthesentencehasmorepowerfultowarmpeople.
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6.MakingtheproductmoreprofitableandcompetitiveThespecialityofpunisusefulinadvertisement,andfavoredbypeople.Ifaadvertisercanmakefulluseofittosatisfypeople^srequirement,theproductmayprecedeothersandgainthemarket.31^Adealwithusmeansagooddealtoyou.44Here,thedoublemeaningsof deal”are:theamountandbusiness.Themeaningsoftheadvertisementarethat:dotradewithusisagoodbusinesstoyou;doingbusinesswithus,youwillgetalot.Advertisersuse punskiIfultoinspiretheaudiences,curiosityandattracttheirinteresttodothedeal.32^Powetoinfluenceothers.45ItisanadvertisementforaHectorPoweClothingCompany.Theyadvocatethatifyouweartheirclothes,youwillhavepowertoinfluenceotherpeople.Because Poweislike“power”.Itsatisfiespeople sdesireofpower,sotheyliketohaveatry.Thus,itwi1Ibringgreatpro fittothePowecompany.Maybepeoplewiththeclothescan,thavemorepower,butthecompanyhasthepowertoinfluencethemarket.
5.ConclusionAdvertisementisawayforthecompanytopropagandatheirproduct.Togainthemarketamongtheseverecompetition,itisimportanttocarryoutawonderfuladvertisementtopromotetheirproduct,andfiguresofspeechisaneffectivewaytoachievethepurpose.Amongthefigures,punisawideandfrequentapproach,becauseitisaneffectivewaytomaketheadvertisementattractive,accurate,striking,vividandforc eful.Althoughpunviolatesthepragmaticmaxims,itcancorrespondtotherequirementthatsaidbyGeoffreyN.Leech,afamousBritishling uist,thatadvertisingwordsmustbevivid,conspicuousandimpressi ve,withhighreadabilityandtheforcetopromotesales,soitisusedwidelyinadvertisement.Puninadvertisementhasmanyformsofexpressionsuchaspunonpolysemy,homophone,hononymy,parody,illustrationsandwords,grammar,etc.andcanresultintheeffectsofhumor,wi t,beauty,economy,warning,andevenmakestheproductmorecompetitiveandprofitable.Soonlyunderstanditspragmaticanalysis,typesandfunctionofpun,canitbeusedrightlyandmaketheadvertisementsweettotheear,andpleasingboththeeyeandmind.BibliographylOxfordAdvancedLearnersEnglish一ChineseDictionaryZ,OxfordUniversityPress,1997/7,P12022王燕希,广告英语一本通M,广东,对外经济贸易大学出版社,2004/6,P73张昭苑,段海生,EnglishAdvertisementandltsTranslationJ,重庆邮电学院学报社会科学版,2004/11,P6054戴炜栋,何兆熊,新编简明英语语言学教程M,上海外语教育出版社,2002/7,P74-755付红桥,简析广告中的双关语J,重庆工学院学报,2004/6,183,P426赵永冠,英语广告中的双关语J,广西,钦州师范高等专科学校学报,2003/12,184,P507同4P758杨惠馨,英汉广告中的双关语及其英汉互译J,新疆师范大学学报哲学社会科学版,2003/9,243,P1809同7P4910同6P5211同7P4912同4P106713同7P4914同6P5115同7P5016同7P4917同6P5018同8P7519同8P7520同7P4921姜望琪,语用学理论及应用M,北京大学出版社,2000,P3422同21P3423同21P3924同21P3925同21P4026同21P4027同21P4428同21P4429同21P4430金井,英语广告中的双关语Z,北京,英语通,2005/10,P5031经贸英语教研室,语用原则和广告双关语L长沙民政学院外tc.“2Facingsomanyadvertisement,howtomaketheadvertisementimpressiveisthemainpurposeoftheadvertisers.Inordertoenhancetheappealofanadvertisement,advertiserspaymuchattentionnotonlytosuchexpressivedevicesasplates,colorandthelayoutofaprinted page,butalsotothechoiceofwordsorphrases,tomakeanadvertisementbeautifulandattractive.InthepracticeoftheadvertisingEngli sh,peoplepaymoreattentiontopuntomaketheadvertisementsuccinc t,accurateandvividandtoproviderichimaginationandplentifulassociationsforreaderssoastostimulatetheirdesire.Thefrequentandwideuseoffiguresofspeechisanimportantcharacte risticofadvertisingEnglish,whichisaneffectivewaytomaketheadvertisementattractive.Amongthefigures,punisloveddeeply.OxfordAdvancedDictionarydefinespunas Uhumoroususeofawordthathastwomeaningsorofdifferentwordsthatsoundthesame.3Apunalsoknownasparonomas iacanbeunderstoodlikethatitisadeliberateconfusionofsimilar-soundingwordsofphrasesforrhetoricaleffect,whetherhumorousorserious.Itleavesadeepimpressiononreadersbyitsreadability,witandhumor.Itcansatisfytherequirementofadvertisementcharacteri sties一sellingpower,memoryvalue,attention value,andreadability.Sopunisverypopularinadvertisement.Thearticlejustwantstopresentthepragmaticfunctionandapplicationo语系,2005/7/28,P3632DuJuan,OntheDictionCharacteristicsofEnglishNewspaperAdvertisementj,JournalofLanZhouUniversitysocialsciences,2000,vol.28,P23633同7P5034同30P5035同6P3536王燕,英语广告双关语的语用技巧及其语用分析J,湖南科技学院学报,2005/10,P29637同5P4238同30P5039周红,英语广告双关语的运用技巧及其语用功能J,北京,国际关系学院学报,2005,P12340同5P4241王笑施,广告英语语言技巧浅析J,北京邮电大学学报社会科学版,2001/4,32,P6242同41P12343同7P5044同39P29545同6P51fpuninadvertisement.
2.TypesofpuninadvertisementApunisarhetoricaldeviceinwhichpeopleusethepolysemous,orhomonymousrelationofalanguagetocauseaword,asentenceofadiscoursetoinvolvetwothingsofmeanings.Ithasseveraltypes.
2.1PunonPolysemyuWhi1edifferentwordsmayhavethesameofsimilarmeaning,thesameonewordmayhavemorethanonemeaning.Thisiswhatwecallpolysemy,andsuchawordisealledpolysemicword.Historicallyspeaking,polysemycanbeunderstoodasthegrowthanddevelopmentoforchangeinthemeaningofwords.4Punonpolysemyisusedwidely,especiallywiththenameoftheproductsuchasthefollowingexamples:1esharpproducts.5TheexampleisanadvertisementfortheSharpcopier.Theword usharp“praisestheconsumers^brightness,butalsoreferstotheSharppr oduct.Theadvertisementpraisestheconsumerswhoaresharptobuytheproductwhichissharp.Thevanityoftheaudiencesisarousedandtheywanttouseittoshowtheirw ise,andalsotheybelievetheproductisreallysharp.2Moneydoesn tgrowonthetrees.Butitblossomsatourbranches.LioydBank.6ItisthesloganofLioydBank.branch“means upartofatreegrowingoutfromthetrunk,buthereitimpliesthedivisionofbank^.ThesloganencouragespeopletostoretheirmoneyinLioydBank,andtheirmoneywilibelikethebloomingflowers,yieldingbetterfruits.Afterunderstanding!tsmeaning,readerswillfigureitoutinmindthattheirmoneywi1Ibecomemoreandmoredailyanddaily,justliketheleavesinspring.
2.2PunonHomonymy^Homonymyreferstothephenomenonthatwordswithdifferentmeaningshavethesameform,i.e,differentwordsareidenticalinsoundorspelling,orinboth.Whentwowordsareidentical insound,theyarehomophones.Whenthewordsareidenticalinspelling,theyarehomographs・Whentwowordsareidenticalinbothspellingandsound,theyarecompletehomonyms.7Thefollowinstanceswi11explainthat:3“‘VIPs anatomicalcomfort.VariablelmpactPressureSole^8Theadvertisementofsportshoesusesthehomophonicword“VIPs”.Asweknow,VIPusuallystandsfor veryimportantpersons,while,h ere,itstandsfor^VariablelmpactPressureSolev.Itimpliesifyo uuseVIPs,youwillbeaVIP.Theword VIPsmotivatestheaudiencesvanityandinducesthemtobuytheproduct.4Trustus.0ver5000earsofexperience.911isanadvertisementforaudiphone.Theliteralmeaningisthattheproducthasexperiencedalotoftexts.While“ears and“years”areapairofhomophone.Soitimpliesthattheproducthasalonghistoryandhashighquality.5GoodbuyWinter!100%cottonknitwear$4010Itisanadvertisementforthesaleofwinterclothes.Theadvertisementseemstopeoplethatitsagoodandcheaptobuycottonknitwear.Butwhentheaudiencesread ugoodbuywinterntogether,theywillunderstandthegooduseofpun.Goodbuywinter“soundsthesameas“goodbyewinter”.Theadvertisementusehomophonetoshowtwomeanings:itisagoodbusinesstobuythecottonknitwearnow,andwinterhaspassed away.Naturally,peoplewillassociatethesituationhappeningeveryyearthatwhentheysaygoodbyetowinter,theclotheswi1Ihaveagreatdiscountanditisgoodtimetobuythem.6^Moresunandairforyoursunandheir.11Theadvertisementisforabathingbeach.Theadvertiseruseshomophoneskilfully,sunvs.son,andairvs.heir.Theadvertiserencouragespeopletobringtheirsonandheirtothebathingbeachtogetsunandairtokeepfit.Eachcouplehopestheirsonandheirwillbehealthyallthe irlife.Punmakestheadvertisinglanguagesoundsweet,fluentandpe rsuasive.
7.3PunonParodyuParodyisapieceofspeech,writingofmusicthatimitatesthestyleofanauthor,composer,etcinanamusingandoftenexaggerateway.12Punonparodyusestheoutfitofsaying,apothegm,proverboridiomtoformnewmeanings.Englishhasalotofwell-knownphrases,idiomsandsayings.TheyareimportantpartofeverydaylanguagespokenbytheEnglishspeakers,andhavebecomeoneoftheaspectsoftheEnglishculture.Theadvertisementdesignersaresharp-mindedandimaginative.Theychangeapartoftheexpressionsandputtheirideasintothemtoachievesensationaleffect.Andmostofthemachievearemarkablesucces s.Thetransformationsarenotonlyeyecatching,butalsoeasytobeacceptedbythecommon,whowilldoaccordingtothetradition.Asthesayingsofidiomshavebeenonepartofthetradition,thepeoplewillbeeasilypersuadedbytheadvertisementworksofthiskind.Sopunonparodyispopularinadvertisement.7^AMarsadayhelpsyouwork,restandplay.13ItisthesloganofMarschocolatecompany.Lookingatthisadvertisem ent,peoplewillassociateitwithtwoidioms:uAnappleadaykeepsth edoctoraway^and^Allworkandnoplaymakesjackadullboy^.Fromthemeaningsofthetwoidioms,thewatchwordtellspeoplethataMars^chocolateadaywi1Imakeyounotbeadullboymakeyouwiseandkeepthedoctorawaykeepfit.844Tryour sweetcorn,you llsmilefromeartoear.14Itistakenfromtheadvertisementforakindofsweetcorn.Theword earhasdoublemeanings:theorganofhearingandtheseed-bearingpartofacereal.Teidiom fromeartoearalsoisapun.Onemeaningisthatpeoplearesatisfiedwiththeproduct.Theotheroneisthattheconsumerseatoneearbyanother.Sotheadvertisementimpliesthatthesweetcornisverydelicious,andyouwi11enjoyitandeatingonebyone.Howcanpeoplerefusesuchdeliciousfood9^Alliswellthatendswell.15Thisisanidiom,buthere,itistakenfromanadvertisementofacigare tte.End”,asaverb,means“finish”,while,asanoun,means“cigarettebutt.Thesentencemeansthatifthecigaretteendsaregoodthattheeigaretteisgood.104PunonGrammarManyadvertisersusepunproducedforgrammarproblemtoattracttheaudiences,suchase11ipsisorwordwithdifferentgrammarfunctions.Ifthistypeofpuncanbeusedproperly,itwillachieveunexpectedeff ect.10uWhichlagercanclaimtobetrulyGermanThiscan.1611isanadvertisementforLagerbeer.Can isamodalverb.Butintheadvertisement,acanofbeerbesideitremindspeople“can hasanothermeaning一tin.Also“Lager”referstothenameofbeer.Withtheillustration,thewholeadvertisementbringsahumorouseffectandimpressestheaudiencesdeeply.。