广告中双关语技巧研究

1、广告中双关语技巧研究AbstractInmodernsociety,advertisementsinfluenceisuniversal.Punistoaddmoreattraction,beingappliedasakindoffiguresofspeechinadvertisementanddeeplylovedbypeople.Punhasmanyformsofexpressionsuchaspunonpolysemy,homophone,hononymy,parody,illustrationsandwords,grammar,etc.Theadvertisersusebrand,id

2、iom,andphrase,etc,toformpunskillfully.Fromtheaspectofpragmatics,punviolatesthecooperativePrinciplebyGrice.Peopleusuallyviolatethemaximsinfourways.Thearticleanalysespunfromthefourthwaythatthespeakermayfloutamaxim;thatis,hemayblatantlyfailtofulfillitandtoachievesomepurpose.Theproperuseofpuninadvertise

3、mentresultsintheeffectsofhumor,wit,beauty,economy,warning,andevenmakestheproductmorecompetitiveandprofitable,andmakestheadvertisementsweettotheear,andpleaseboththeeyeandmind.keywordsadvertisement;pun;pragmaticmaxims;pragmaticfunction【摘要】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

4、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。【关键词】广告；双关语；语用原则；语用功能.Introduction“Thedefinitionofadve

5、rtisementbyAmA:Advertisingisthenonpersonalcommunicationusuallypaidforandusuallypersuasiveinnatureaboutproducts,servicesofideasbyidentifiedsponsorsthroughthevariousmedia.1Itisadevicetoarouseconsumersattentiontoacommodityandinducethemtouseit.Inmodernage,peoplefindthemselvessurroundedbyvariousadvertise

6、mentseachday.AnAmericanwriterwrites:“wefindadvertisementofallkindseverywhere,forexample,glitteringneonsignsontopofhighbuildingsandalongmainstreets,colorfulpicturespaintedonbusespamphletssenttoveryhouse,advertisementjammedbetweenTVprogramsvariousadvertisementglutting,newspaperandradiobroadcast;etc.”2

7、Facingsomanyadvertisement,howtomaketheadvertisementimpressiveisthemainpurposeoftheadvertisers.Inordertoenhancetheappealofanadvertisement,advertiserspaymuchattentionnotonlytosuchexpressivedevicesasplates,colorandthelayoutofaprintedpage,butalsotothechoiceofwordsorphrases,tomakeanadvertisementbeautiful

8、andattractive.InthepracticeoftheadvertisingEnglish,peoplepaymoreattentiontopuntomaketheadvertisementsuccinct,accurateandvividandtoproviderichimaginationandplentifulassociationsforreaderssoastostimulatetheirdesire.ThefrequentandwideuseoffiguresofspeechisanimportantcharacteristicofadvertisingEnglish,w

9、hichisaneffectivewaytomaketheadvertisementattractive.Amongthefigures,punisloveddeeply.oxfordAdvancedDictionarydefinespunas“humoroususeofawordthathastwomeaningsorofdifferentwordsthatsoundthesame”.3Apuncanbeunderstoodlikethatitisadeliberateconfusionofsimilar-soundingwordsofphrasesforrhetoricaleffect,w

10、hetherhumorousorserious.Itleavesadeepimpressiononreadersbyitsreadability,witandhumor.Itcansatisfytherequirementofadvertisementcharacteristicssellingpower,memoryvalue,attentionvalue,andreadability.Sopunisverypopularinadvertisement.Thearticlejustwantstopresentthepragmaticfunctionandapplicationofpunina

11、dvertisement.2.TypesofpuninadvertisementApunisarhetoricaldeviceinwhichpeopleusethepolysemous,orhomonymousrelationofalanguagetocauseaword,asentenceofadiscoursetoinvolvetwothingsofmeanings.Ithasseveraltypes.2.1PunonPolysemy“whiledifferentwordsmayhavethesameofsimilarmeaning,thesameonewordmayhavemoretha

12、nonemeaning.Thisiswhatwecallpolysemy,andsuchawordiscalledpolysemicword.Historicallyspeaking,polysemycanbeunderstoodasthegrowthanddevelopmentoforchangeinthemeaningofwords.”4Punonpolysemyisusedwidely,especiallywiththenameoftheproductsuchasthefollowingexamples:1“Fesharpproducts.”5Theexampleisanadvertis

13、ementfortheSharpcopier.Theword“sharp”praisestheconsumersbrightness,butalsoreferstotheSharpproduct.Theadvertisementpraisestheconsumerswhoaresharptobuytheproductwhichissharp.Thevanityoftheaudiencesisarousedandtheywanttouseittoshowtheirwise,andalsotheybelievetheproductisreallysharp.2“moneydoesntgrowont

14、hetrees.Butitblossomsatourbranches.LioydBank.”6ItisthesloganofLioydBank.“branch”means“partofatreegrowingoutfromthetrunk”,buthereitimpliesthedivisionofbank”.ThesloganencouragespeopletostoretheirmoneyinLioydBank,andtheirmoneywillbelikethebloomingflowers,yieldingbetterfruits.Afterunderstandingitsmeanin

15、g,readerswillfigureitoutinmindthattheirmoneywillbecomemoreandmoredailyanddaily,justliketheleavesinspring.2.2PunonHomonymy“Homonymyreferstothephenomenonthatwordswithdifferentmeaningshavethesameform,i.e,differentwordsareidenticalinsoundorspelling,orinboth.whentwowordsareidenticalinsound,theyarehomopho

16、nes.whenthewordsareidenticalinspelling,theyarehomographs.whentwowordsareidenticalinbothspellingandsound,theyarecompletehomonyms.”7Thefollowinstanceswillexplainthat:3“VIPsanatomicalcomfort.VariableImpactPressureSole”8Theadvertisementofsportshoesusesthehomophonicword“VIPs”.Asweknow,VIPusuallystandsfor

17、“veryimportantpersons”,while,here,itstandsfor“VariableImpactPressureSole”.ItimpliesifyouuseVIPs,youwillbeaVIP.Theword“VIPsmotivatestheaudiencesvanityandinducesthemtobuytheproduct.4“Trustus.over5000earsofexperience.”9Itisanadvertisementforaudiphone.Theliteralmeaningisthattheproducthasexperiencedaloto

18、ftexts.while“ears”and“years”areapairofhomophone.Soitimpliesthattheproducthasalonghistoryandhashighquality.5“Goodbuywinter!00%cottonknitwear$40”10Itisanadvertisementforthesaleofwinterclothes.Theadvertisementseemstopeoplethatitsagoodandcheaptobuycottonknitwear.Butwhentheaudiencesread“goodbuywinter”tog

19、ether,theywillunderstandthegooduseofpun.“Goodbuywinter”soundsthesameas“goodbyewinter”.Theadvertisementusehomophonetoshowtwomeanings:itisagoodbusinesstobuythecottonknitwearnow,andwinterhaspassedaway.Naturally,peoplewillassociatethesituationhappeningeveryyearthatwhentheysaygoodbyetowinter,theclotheswi

20、llhaveagreatdiscountanditisgoodtimetobuythem.6“moresunandairforyoursunandheir.”11Theadvertisementisforabathingbeach.Theadvertiseruseshomophoneskilfully,sunvs.son,andairvs.heir.Theadvertiserencouragespeopletobringtheirsonandheirtothebathingbeachtogetsunandairtokeepfit.Eachcouplehopestheirsonandheirwi

21、llbehealthyalltheirlife.Punmakestheadvertisinglanguagesoundsweet,fluentandpersuasive.2.3PunonParody“Parodyisapieceofspeech,writingofmusicthatimitatesthestyleofanauthor,composer,etcinanamusingandoftenexaggerateway.”12Punonparodyusestheoutfitofsaying,apothegm,proverboridiomtoformnewmeanings.Englishhas

22、alotofwell-knownphrases,idiomsandsayings.TheyareimportantpartofeverydaylanguagespokenbytheEnglishspeakers,andhavebecomeoneoftheaspectsoftheEnglishculture.Theadvertisementdesignersaresharp-mindedandimaginative.Theychangeapartoftheexpressionsandputtheirideasintothemtoachievesensationaleffect.Andmostof

23、themachievearemarkablesuccess.Thetransformationsarenotonlyeyecatching,butalsoeasytobeacceptedbythecommon,whowilldoaccordingtothetradition.Asthesayingsofidiomshavebeenonepartofthetradition,thepeoplewillbeeasilypersuadedbytheadvertisementworksofthiskind.Sopunonparodyispopularinadvertisement.7“Amarsada

24、yhelpsyouwork,restandplay.”13Itisthesloganofmarschocolatecompany.Lookingatthisadvertisement,peoplewillassociateitwithtwoidioms:“Anappleadaykeepsthedoctoraway”and“Allworkandnoplaymakesjackadullboy”.Fromthemeaningsofthetwoidioms,thewatchwordtellspeoplethatamarschocolateadaywillmakeyounotbeadullboyandk

25、eepthedoctoraway.8“Tryoursweetcorn,youllsmilefromeartoear.”14Itistakenfromtheadvertisementforakindofsweetcorn.Theword“ear”hasdoublemeanings:theorganofhearingandtheseedbearingpartofacereal.Teidiom“fromeartoear”alsoisapun.onemeaningisthatpeoplearesatisfiedwiththeproduct.Theotheroneisthattheconsumersea

26、toneearbyanother.Sotheadvertisementimpliesthatthesweetcornisverydelicious,andyouwillenjoyitandeatingonebyone.Howcanpeoplerefusesuchdeliciousfood?9“Alliswellthatendswell.”15Thisisanidiom,buthere,itistakenfromanadvertisementofacigarette.“End”,asaverb,means“finish”,while,asanoun,means“cigarettebutt”.Th

27、esentencemeansthatifthecigaretteendsaregoodthatthecigaretteisgood.2.4PunonGrammarmanyadvertisersusepunproducedforgrammarproblemtoattracttheaudiences,suchasellipsisorwordwithdifferentgrammarfunctions.Ifthistypeofpuncanbeusedproperly,itwillachieveunexpectedeffect.10“whichlagercanclaimtobetrulyGerman?T

28、hiscan.”16ItisanadvertisementforLagerbeer.“can”isamodalverb.Butintheadvertisement,acanofbeerbesideitremindspeople“can”hasanothermeaningtin.Also“Lager”referstothenameofbeer.withtheillustration,thewholeadvertisementbringsahumorouseffectandimpressestheaudiencesdeeply.Thecoca-colacompanyalsouses“can”tod

29、otheiradvertisement.11“cokerefreshesyoulikenoothercan.”17justlikelastexample,“can”hasdoublemeanings,sothesentencecanbeunderstandlikethatcokerefreshesyoulikenoothercan.Itimpliestheirproductisthebestone.ofcourse,peopleliketobuythebestone.2.5PunonIllustrationandwordsAlotofadvertisementassociateswithill

30、ustrationsandwordstoachievebettereffect,especiallyonTV,becausepeoplearemoreeasilyattractedbypicturesthanwords.Theillustrationsandwordscanhelppeopletounderstandtheadvertisementfully.Punintheadvertisementmustbeconnectedwithillustrationsandwords,sopeoplecanunderstandtheimpliedmeanings.Forinstances:12“5

31、0%oFF.”18ItisashopwindowadvertisementofE-spiritexclusiveshopinShanghaifrom2001andspringfestival.Theillustrationisapicturewithsixlights,threeonandthreeoff.Fromtheillustration,peopleknowitdoesnotonlymeanahalfofthelightsareoff,butalsomeansthewholesalediscounts50%.Theillustrationandwordsarevivid,andattr

32、actthepassers-byattentionmoreeasily.13“Stopattwo.”19ItisthetitleofanpublicserviceadvertisingwhichthePopulationandcommunityDevelopmentAssociationofThailandusestoadvocatethecoupletohavechildrennomorethantwo.Theillustrationisthephotoofwisternchurchillwhoformeda“V”letterwithhisforefingerandmiddlefinger.

33、Thegesture“V”meansvictory.Sopeoplealsocanunderstandthatitisavictorytohaveonlyonechild.Thispictureisfamous,sopeoplewillrememberiteasily.Toachievethesuccessoftheircountry,peoplemaymoreliketocontrolthepopulation.3.PragmaticanalysisofadvertisementpunFromanalysesabove,peoplecanunderstandthatapunusuallyus

34、esonewordinasentencerelatingtodoublemeanings,surfacemeaningandimplicitmeanings,whichisthemainideathespeakerwantstoconvey.Theadvertisersliketousethedoublemeaningstoproduceambiguity.while,analyzingfrompragmaticmaxims,itbreachescooperativePrinciple.justlookatanotherexample:14youllgonutsforthenutsyouget

35、inNux.20Intheadvertisement,“gonuts”means“gotobuynuts”,hereintheadvertisement,italsomeans“gocrazy”inthedailyEnglishexpression.And“Nux”isthenameoftheproduct.SoitmeansthenutswillmakeyoucrazyifyoubuytheminNux.TheuseofpunviolatesthecooperativePrinciple,butwhatiscooperativePrinciple?3.1cooperativePrincipl

36、e“ThetheoryofconversationalimplicaturewasoriginallysuggestedbyHerbertPaulGrice,anoxfordphilosopher,wholaterwenttoAmerica.”21Hisapproximationis“wemightformulateatoughgeneralprinciplewhichparticipantswillbeexpectedtoobservenamely:makeyourconversationalcontributionsuchasisrequired,atthestageatwhichitoc

37、curs,bytheacceptedpurposeofdirectionofthetalkexchangeinwhichyouareengaged.onemightlabelthisthecooPERATIVEPRINcIPLE.”22“Inordertoexplainfurtherthecooperativeprinciple,abbreviatedascP,GriceborrowsfromtheGermanphilosopherImmanuelkantfourcategories:quantity,quality,relationandmanner.Thatis,thecPisspecif

38、iedfromfouraspects.Andthecontentofeachcategoryisknownasmaxim.3.1.2Quantitya.makeyourcontributionasinformativeasisrequiredb.Donotmakeyourcontributionmoreinformativethanisrequired”23Thatistosaythequantityoftheinformationyougivemustsuitfortherequirement,noless,nomore.Forinstance,ifyougotobuyonepen,butt

39、heassistantgivesyoutwopens,hebreachestheQuantity.Becauseheshouldgiveonepentoyouthatyouwant.3.1.2“Qualitya.Donotsaywhatyoubelievetobefalseb.Donotsaythatforwhichyoulackadequateevidence”24Itmeansthatthespeakercanttellliesbutonlycansaythatwhichhasbeenprovedtoberightfact.However,ifthespeakerthinkswhathes

40、aysisright,butinfactitisfalse,hestillobeystheprinciple.Giveyouanexample,ifsomeoneasksyoutogoshoppingwithhim,butyoudontliketo,soyoutellhimthatyouhaveameetingtonight.Atthistime,youviolateQuality,foryouhavetoldliestoyourfriend.3.1.3“Relation:berelevant”25Thatmeanswhatyousaymustberelevant.Forexample,whe

41、nyouarehungry,youdontexpectyoupartnergivingyouabook,butacake,becausecakeisrelevanttoyourfeelingatthissituation.3.1.4“mannera.Avoidobscurityofexpressionb.Avoidambiguityc.Bebriefc.Beorderly”26Themaximrequiresthewordsspeakerusedmustbeconciseandwithoutambiguity.Forinstance:15A:willyougotoXiamentomorrow?

42、B:maybe.Inthecase,Bviolatesmanner,becausehisanswerisambiguous.Astillcantgettheanswerhewants.AftertheexplanationofcP,abetterunderstandingwillbemadebyreadersonaboveexamples,whichhaveviolatedthecP.Butwhydotheadvertisersliketousepuntoviolatethemaximsdeliberately?TheanswercanalsobegivenbyGrice.3.2Violati

43、onofthemaximsGricethoughtonlybothspeakerandlistenerobeytheprinciple,couldtheirintercoursebeconcordantandharmonic.whilehealsonoticedthatpeopledidntalwaysobeytheprincipleinsocialactivity,onthecontrary,theybreacheditintentionally.SoGricegivesfourwaystoexplainthefailuretofulfillamaxim.“Firstly,hemayquie

44、tlyandunostentatiouslyVIoLATEamaxim;ifso,insomecaseshewillbeliabletomislead.”Itmeansyouareintentionaltoviolatethemaxim.27Forexample:Ifsomeoneinvitesyoutojoininaparty,butyoudontliketo.Avoidingoffencetohim,youmaysay,“sorry,Ihavepromisedjimtogoshopping”.Atthistime,youknowyoutelllies,butyouhaveto.“Secon

45、dly,hemayoPToUTfromtheoperationbothofthemaximandthecP;hemaysay,indicate,orallowittobecomeplainthatheisunwillingtocooperateinthewaythemaximrequires.Hemaysay,forexample,Icannotsaymore;mylipsaresealed.Thirdly,hemaybefacedbyacLASH:hemaybeunable,forexample,tofulfillthefirstmaximofQualitywithoutviolatingt

46、hesecondmaximofQuality.”28Forexample:16A:wheredoesXlive?B:Somewhereinthesuburbsofthecity.TheanswerofBbreachestheQuantity,becauseheprovideslessinformationthatAwantstoknow.ButifBreallydoesntknowwhereXlives,heobeystheQualitythatdonotsaywhatyoulackadequateevidence;ifBknowstheaddressofB,yethedoesnotwantt

47、otellA,thenheimplicatesthathedoesntwanttotellA.“Fourthly,hemayFLoUTamaxim;thatis,hemayBLATANTLyfailtofulfillit.ontheassumptionthatthespeakerisabletofulfillthemaximandtodosowithoutviolatinganothermaxim,isnotoptingout,andisnot,inviewoftheblatancyofhisperformance,tryingtomislead,thehearerfacedwithamino

48、rproblem;HowcanhissayingwhathedidsaybereconciledwiththesuppositionthatheisobservingtheoverallcP?Thissituationisonethatcharacteristicallygivesrisetoaconversationalimplicature;andwhenaconversationalimplicatureisgeneratedinthisway,IsaythatamaximisbeingEXPLoITED.”29Giveanexample:17A:whereismary?B:Therei

49、sabluecaroutsideBillshouse.Intheconversation,BbreachesQuantity,butifAassumesthatBiswillingtocooperatewithhim,hewilltrytorelatehisquestiontoBsanswer.Basingontheircommonsensethatmaryhasabluecar,andthenhewillunderstandthatBistellinghimthatmaryisatBillshouse.Inadvertisement,theadvertiserviolatesthecoope

50、rativeprincipleinthefourthwaytoattainacertainpurpose,thusmakingtheutteranceproduceambiguity.Althoughtheadvertisementdisobeystheprinciple,butitcanarousetheaudiencescuriosityandinducethemtobuytheproductandatlastachieveabettereffect.Lookatsomeadvertisements:18“youcanbuyHappiness.”30Itisthesloganofasham

51、pooadvertisement.Theadvertisementbreachesthemannermaximavoidambiguity,forhappinesshasdoublemeaningshere:“delight”and“thenameoftheproduct”.ItwantstoexpressthemeaningthatifyoubuyHappiness,youwillattainhappiness.AlthoughitbreachesthecooperativePrinciple,itimpressestheaudiencesdeeplyandarousestheirinter

52、esttohaveatry.19“Inourcountrywekeepanimalsintheforestandpeopleinthecages.”31ItistheadvertisementforVolvocarcompany.Fromthead,peoplemaygiveanassumptionthattheykeepanimalsintheforestwhileshutthemselvesinthecages.Buttothecommonsense,thephenomenonisimpossible.SotheadvertisementbreachestheQualitythatyouo

53、nlycansaywhatyouthinkisright.Butthroughthecontextoftheadvertisement,theaudiencescanunderstandthecagesrefertoVolvocar,andfinallyknowthemeaningoftheadvertisementthattheVolvocompanyaimsatproducingmoreandbettercarsforpeople.20“TheUniqueSpiritofcanada:webottledit.Righttothefinish,itscanadianspiritstandso

54、utfromtheordinary.whatkeepstheflavorcoming.Superlightness.Suppertaste.Ifthatswhereyoudliketohead,setyourcourseforLordcalvertcanadian.”32TheexampleistakenfromtheadvertisementofLordcalvertcanadian.Atthefirstsightoftheadvertisement,peoplewouldbedrawn,fortheywonderwhatstheuniquespiritofcanada.Afterthink

55、ing,theywouldfind“Tobottlethespirit”hastwomeaningshere:oneistobottletheliquor;theotheristoputthecanadianspiritintothisliquor.Theadvertisementbreachesmannermaximbutarousespeoplescuriosity.Punintheadvertisementhasagreatfunction.4.ThepragmaticfunctionofpuninadvertisementPunhasalotofadvantagessuchasconc

56、iseness,witandhumor,noveltyandvividness.Itproducesaparticularlyrhetoricalandpragmaticeffectwhenpeopleusethelanguagecreativelyinaspecifiedcontext.Theproperusecanmaketheadvertisementimpressiveandattractive.4.1witandhumorPun,thegameofword,produceswitandhumoreffecttoattracttheaudiencesattentionandinspir

57、estheirassociation.Intheageofrapidrhythm,advertisementwithpunlikeaspicemakespeopleenjoythemselvesintheadvertisingatmosphere,andreducestheirpressureinarelaxedenvironment.21“whenthewindhasabiteandyoufeellikeabitethenbiteonawholeNut.”33Theword“bite”hasseveralmeanings:grip,food,andeat.Thewholesentenceme

58、ansthatwhenthestrongwindhurtsyouandyouareveryhungry,justeatsomeNut.Afterdayworking,peoplewouldfeeltiredandhungry,whiletheadvertisementisjustthesituationofthem.Therefore,theywouldbeattractedtobuytheproduct,sotheywillnotsufferhungerafterwork.Also,thesentencesoundsliketonguetwist.22“ExcellentTaste!”34Itisawordinanadvertisementforawhiskeyproductjamson.Intheadvertisement,whentheherodrankthejamsonwhiskeythattheheroineintroducedtohim,hesaid,“ExcellentTaste”.Generallys