广告中双关语语用功能

广告中双关语语用功能AbstractInmodernsociety,advertisementsinfluenceisuniversa1.Punistoaddmoreattraction,beingappliedasakindoffiguresofspeechinadvertisementanddeeplylovedbypeople.Punhasmanyformsofexpressionsuchaspunonpolysemy,homophone,hononymy,parody,illustrationsandwords,grammar,etc.Theadvertisersusebrand,idiom,andphrase,etc,toformpunski11fully.Fromtheaspectofpragmatics,punviolatestheCooperativePrinciplebyGrice.Peopleusuallyviolatethemaximsinfourways.Thearticleanalysespunfromthefourthwaythatthespeakermayfloutamaxim;thatis,hemayblatantlyfailtofulfi11itandtoachievesomepurpose.Theproperuseofpuninadvertisementresultsintheeffectsofhumor,wit,beauty,economy,warning,andevenmakestheproductmorecompetitiveandprofitable,andmakestheadvertisementsweettotheear,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,sothesentencecanbeunderstandllkethatCokerefreshesyoulikenoother(can;tin,drink)can(refreshyou).Itimpliestheirproductisthebestone.Ofcourse,peopleliketobuythebestone.2.SPunonlllustrationandWordsAlotofadvertisementassociateswithillustrationsandwordstoachievebettereffect,especiallyonTV,becausepeoplearemoreeasilyattractedbypicturesthanwords.Theillustrationsandwordscanhelppeopletounderstandtheadvertisementfully.Punintheadvertisementmustbeconnectedwithillustrationsandwords,sopeoplecanunderstandtheimpliedmeanings.Forinstances:“50%0FF.”18ItisashopwindowadvertisementofE-spiritexclusiveshopinShanghaifrom200landspringfestival.Theillustrationisapicturewithsixlights,threeonandthreeoff.Fromtheillustration,peopleknowitdoesnotonlymeanahalfofthelightsareoff,butalsomeansthewholesalediscounts50%.Theillustrationandwordsarevivid,andattractthepassers-byattentionmoreeasily."Stopattwo."19Itisthetitleofanpublicserviceadvertising(PSA)whichthePopulationandcommunityDevelopmentAssociation(PCDA)ofThailandusestoadvocatethecoupletohavechildrennomorethantwo.TheillustrationisthephotoofWisternChurchillwhoformeda"V"letterwithhisforefingerandmiddlefinger.Thegesture"V"meansvictory.Sopeoplealsocanunderstandthatitisavictorytohaveonlyonechild.Thispictureisfamous,sopeoplewillrememberiteasily.Toachievethesuccessoftheircountry,peoplemaymoreliketocontrolthepopulation.PragmaticanalysisofadvertisementpunFromanalysesabove,peoplecanunderstandthatapunusuallyusesonewordinasentencerelatingtodoublemeanings,surfacemeaningandimplicitmeanings,whichisthemainideathespeakerwantstoconvey.Theadvertisersliketousethedoublemeaningstoproduceambiguity.While,ana1yzingfrompragmaticmaxims,itbreachesCooperativePrinciple.Justlookatanotherexample:14You'llgonutsforthenutsyougetinNux.20Intheadvertisement,“gonuts“means“gotobuynuts”,hereintheadvertisement,italsomeans“gocrazy”inthedailyEnglishexpression.And“Nux”isthenameoftheproduct.SoitmeansthenutswillmakeyoucrazyifyoubuytheminNux.TheuseofpunviolatestheCooperativePrinciple,butwhatisCooperativePrinciple?CooperativePrinciple“ThetheoryofconversationalimplicaturewasoriginallysuggestedbyHerbertPaulGrice,anOxfordphilosopher,wholaterwenttoAmerica."21Hisapproximationis^Wemightformulateatoughgeneralprinciplewhichparticipantswillbeexpectedtoobservenamely:Makeyourconversationalcontributionsuchasisrequired,atthestageatwhichitoccurs,bytheacceptedpurposeofdirectionofthetalkexchangeinwhichyouareengaged.Onemightlabe1thistheCOOPERATIVEPRINCIPLE.”22“Inordertoexplainfurtherthecooperativeprinciple,abbreviatedasCP,GriceborrowsfromtheGermanphilosopherlmmanuelKantfourcategories:quantity,quality,relationandmanner.Thatis,theCPisspecifiedfromfouraspects.Andthecontentofeachcategoryisknownasmaxim.3.1.2QuantityMakeyourcontributionasinformativeasisrequired(forthecurrentpurposeoftheexchange)Donotmakeyourcontributionmoreinformativethanisrequired"23Thatistosaythequantityoftheinformationyougivemustsuitfortherequirement,noless,nomore.Forinstance,ifyougotobuyonepen,buttheassistantgivesyoutwopens,hebreachestheQuantity.Becauseheshouldgiveonepentoyouthatyouwant.1.2uQualityDonotsaywhatyoubelievetobefalseDonotsaythatforwhichyoulackadequateevidence^24Itmeansthatthespeakercan,ttellliesbutonlycansaythatwhichhasbeenprovedtoberightfact.However,ifthespeakerthinkswhathesaysisright,butinfactitisfalse,hestillobeystheprinciple.Giveyouanexample,ifsomeoneasksyoutogoshoppingwithhim,butyoudon"tliketo,soyoutellhimthatyouhaveameetingtonight.Atthistime,youviolateQuality,foryouhavetoldliestoyourfriend.3.1.3uRelation:berelevant^25Thatmeanswhatyousaymustherelevant.Forexample,whenyouarehungry,youdon'texpectyoupartnergivingyouabook,butacake,becausecakeisrelevanttoyourfeelingatthissituation.3.1.4uMannerAvoidobscurityofexpressionAvoidambiguityBebrief(avoidunnecessaryprolixity)Beorderly”26Themaximrequiresthewordsspeakerusedmustbeconciseandwithoutambiguity.Forinstance:15A:WillyougotoXiamentomorrow?B:Maybe.Inthecase,BviolatesManner,becausehisanswerisambiguous.Astillean'tgettheanswerhewants.AftertheexplanationofCP,abetterunderstandingwi1Ibemadebyreadersonaboveexamples,whichhaveviolatedtheCP.ButwhydotheadvertisersliketousepuntoviolatetheMaximsdeliberately?TheanswercanalsobegivenbyGrice.3.2ViolationofthemaximsGricethoughtonlybothspeakerandlistenerobeytheprinciple,couldtheirintercoursebeconcordantandharmonic.Whilehealsonoticedthatpeopledidn,talwaysobeytheprincipleinsocialactivity,onthecontrary,theybreacheditintentionally.SoGricegivesfourwaystoexplainthefailuretofulfillamaxim.“Firstly,hemayquietlyandunostentatiouslyVIOLATEamaxim;ifso,insomecaseshewillbeliabletomislead."Itmeansyouareintentionaltoviolatethemaxim.27Forexample:Ifsomeoneinvitesyoutojoininaparty,butyoudon'tliketo.Avoidingoffencetohim,youmaysay,usorry,Ihavepromisedjimtogoshopping.Atthistime,youknowyoutelllies,butyouhaveto.“Secondly,hemayOPTOUTfromtheoperationbothofthemaximandtheCP;hemaysay,indicate,orallowittobecomeplainthatheisunwillingtocooperateinthewaythemaximrequires.Hemaysay,forexample,leannotsaymore;mylipsaresealed.Thirdly,hemaybefacedbyaCLASH:hemaybeunab1e,forexample,tofulfillthefirstmaximofQuality(Beasinformativeasisrequired)withoutviolatingthesecondmaximofQuality(haveadequateevidenceforwhatyousay).“28Forexample:16A:WheredoesXlive?B:Somewhereinthesuburbsofthecity.TheanswerofBbreachestheQuantity,becauseheprovideslessinformationthatAwantstoknow.ButifBreallydoesn,tknowwhereXlives,heobeystheQualitythatdonotsaywhatyoulackadequateevidence;ifBknowstheaddressofB,yethedoesnotwanttotellA,thenheimplicatesthathedoesn^twanttotellA.“Fourthly,hemayFLOUTamaxim;thatis,hemayBLATANTLYfailtofulfillit.Ontheassumptionthatthespeakerisabletofulfillthemaximandtodosowithoutviolatinganothermaxim(becauseofaclash),isnotoptingout,andisnot,inviewoftheblatancyofhisperformance,tryingtomislead,thehearerfacedwithaminorproblem;HowcanhissayingwhathedidsaybereconciledwiththesuppositionthatheisobservingtheoverallCP?Thissituationisonethatcharacteristicallygivesrisetoaconversationalimplicature;andwhenaconversationalimplicatureisgeneratedinthisway,IsaythatamaximisbeingEXPLOITED.“29Giveanexample:17A:WhereisMary?B:ThereisabluecaroutsideBill'shouse.Intheconversation,BbreachesQuantity,butifAassumesthatBiswillingtocooperatewithhim,hewilltrytorelatehisquestiontoB,sanswer.BasingontheircommonsensethatMaryhasabluecar,andthenhewillunderstandthatBistellinghimthatMaryisatBilPshouse.Inadvertisement,theadvertiserviolatesthecooperativeprincipleinthefourthwaytoattainacertainpurpose,thusmakingtheutteranceproduceambiguity.Althoughtheadvertisementdisobeystheprinciple,butitcanarousetheaudiencescuriosityandinducethemtobuytheproductandatlastachieveabettereffect.Lookatsomeadvertisements:YoucanbuyHappiness."30Itisthesloganofashampooadvertisement.TheadvertisementbreachestheMannerMaxim一avoidambiguity,forhappinesshasdoublemeaningshere:"delight”andthenameoftheproduct.ItwantstoexpressthemeaningthatifyoubuyHappiness,youwillattainhappiness.A1thoughitbreachestheCooperativePrinciple,itimpressestheaudiencesdeeplyandarousestheirinteresttohaveatry."Inourcountrywekeepanimalsintheforestandpeopleinthecages."3111istheadvertisementforVo1voCarCompany.Fromthead,peoplemaygiveanassumptionthattheykeepanimalsintheforestwhileshutthemselvesinthecages.Buttothecommonsense,thephenomenonisimpossible.SotheadvertisementbreachestheQualitythatyouonlycansaywhatyouthinkisright.Butthroughthecontextoftheadvertisement,theaudiencescanunderstandthecagesrefertoVolvocar,andfinallyknowthemeaningoftheadvertisementthattheVolvoCompanyaimsatproducingmoreandbettercarsforpeople.TheUniqueSpiritofCanada:webottledit.Righttothefinish,itsCanadianspiritstandsoutfromtheordinary.Whatkeepstheflavorcoming.Superlightness.Suppertaste.Ifthat'swhereyou^dliketohead,setyourcourseforLordCalvertCanadian.”32TheexampleistakenfromtheadvertisementofLordCalvertCanadian.Atthefirstsightoftheadvertisement,peop1ewou1dbedrawn,fortheywonderwhatstheuniquespiritofCanada.Afterthinking,theywouIdfinduTobottlethespirithastwomeaningshere:oneistobottletheliquor;theotheristoputtheCanadianspiritintothisliquor.TheadvertisementbreachesMannerMaximbutarousespeople,scuriosity.Punintheadvertisementhasagreatfunction.ThepragmaticfunctionofpuninadvertisementPunhasalotofadvantagessuchasconciseness,witandhumor,noveltyandvividness.Itproducesaparticularlyrhetoricalandpragmaticeffectwhenpeopleusethelanguagecreativelyinaspecifiedcontext.Theproperusecanmaketheadvertisementimpressiveandattractive.WitandhumorPun,thegameofword,produceswitandhumoreffecttoattracttheaudiences'attentionandinspirestheirassociation.Intheageofrapidrhythm,advertisementwithpunlikeaspicemakespeopleenjoythemseIvesintheadvertisingatmosphere,andreducestheirpressureinarelaxedenvironment.21uWhenthewindhasabitee>,andyoufeellikeabite>>ethenbiteonawholeNut.”33Theword"bite”hasseveralmeanings:grip,food,andeat.Thewholesentencemeansthatwhenthestrongwindhurtsyouandyouareveryhungry,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“ThedefinitionofadvertisementbyAMA(AmericanMarketingAssociation):Advertisingisthenonpersonalcommunicationusuallypaidforandusuallypersuasiveinnatureaboutproducts,servicesofideasbyidentifiedsponsorsthroughthevariousmedia.lltisadevicetoarouseconsumers,attentiontoacommodityandinducethemtouseit.Inmodernage,peoplefindthemseIvessurroundedbyvariousadvertisementseachday.AnAmericanwriterwrites:uwefindadvertisementofallkindseverywhere,forexample,glitteringneonsignsontopofhighbuildingsandalongmainstreets,colorfulpicturespaintedonbusespamphletssenttoveryhouse,advertisementjammedbetweenTVprogramsvariousadvertisementglutting,newspaperandradiobroadcast;engry,whi1etheadvertisementisjustthesituationofthem.Therefore,theywouldbeattractedtobuytheproduct,sotheywillnotsufferhungerafterwork.Also,thesentencesoundsliketonguetwist.22uExcellentTaste!3411isawordinanadvertisementforawhiskeyproduct一Jamson.Intheadvertisement,whentheherodrankthejamsonwhiskeythattheheroineintroducedtohim,hesaid,“ExcellentTaste”.Generallyspeaking,“taste”means“favor”,buthere,anothermeaningisutheabilitytoappreciatewhatisbeautiful.Sotheadvertisementmeans:thiskindfwhiskeyasgoodflavor;theheroinehashighappreciation.Theadvertiserusespuntopraiseboththeproductandtheconsumerswhochoosetheirproduct.Itcatersforpeople^vanityandinducesthemtobuytheproduct.4.2CreativenessandoriginalityThisistypicalofadvertisinglanguage.Anadvertisementhasahighdemandofdictioneverywordplayinganimportantrole.Ifhumanemotionshavetobeinspired,thewords,stronginexpressingemotions,willbechosen.Inadvertisement,originalityisking.Anewwayofsendingmessagecansetabrandapartfromcopycatsandalso-rans.Soitisimportanttousesomethingnovelsuchascoinageintheadvertisementtodrawpeople,attention.Normally,anewcreatedwordacceptedbyreaderscanenhancethefreshnessandattractionoftheadvertisement.Goodadvertisersusecoinagetorefreshtheadvertisementandtoachieveitspropagandistpurpose.23"CabFourward."35Itisanadvertisementti11eofRamCarproducedbyDoqicompany.Theword“fourward“soundslike“forward”.Connectingitwiththepictureintheadvertisement,peoplewouldknowwhyituses,fourward”.Becausethefourdoorsofthiskindofcarcouldbeopenedfromfourdirections.Theadvertisercreatestheword“fourward”fromforward“toshowthespecialityofthecar.24^CatchtheRaincheetahandcheattherain.”36ItisanadvertisementinTorontoDailyStar.Thepunnyword“Raincheetah”,thenameoftheraincoat,soundslikeuraincheaterwhiletheword“raincheater“derivesfrom“windcheater”.Theword“cheatvinthesentencemakesitwonderfulandletpeoplefeelthatthiskindofraincoatcanprotecttheconsumerswell.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.Butwhyispunespeciallyfavoredbytheadvertiser?Themainreasonsasfoilowing:“Firstly,advertisementispaidmessage,withlimitedspaceandtime,soitdoesn,tallowverbiagetowastetheinvestment.Punwithdoublemeaninghasthecharacteristicofsmallcarrierbutplentyofconnotations.Soitisveryeconomic,effectiveandmoney-savingtotheadvertiser.Secondly,inmodernsociety,peoplepaymoreandmoreattentiontoeffect,andgettiredofthetediousadvertisement.Thepuninadvertisementisusuallyformedbyshortsentences.Someusethenameoftheproductasthethemeoftheadvertisement.Someuseexce11entphrasestoshowthespecialtiesoftheproduct.Totheaudiences,itsavestheirtimetogettheinformationtheywant.Thirdly,usually,theaudiencesreadorwatchadvertisementunintentionallyandonlycanremembersomethingunconsciously.So,toachieveexpectedpropagandisteffect,theadvertisementmustreducethememorymessage.Punissuitablefortherequirement.Thecontentisshort,theformrhythmic,andthestylenovel,whichareeasilyrememberedandimpressedpeopledeeply."38Inaword,punusesfewerwordstoexpressfullmessagewhichisthecontentofEconomyPrinciple,anditusuallyreachesthepurposeofadvertisementthatisarouseconsumers'attentiontoacommodityandinducethemtouseit.Forinstance:26^Twobeerornottwobeer,that^saquestion.Shakesbeer^39Lookingatthebeeradvertisement,peoplewouldassociateitwiththeproverbuTobeorknottobe,that^saquestion”inHamlet.Shakesbeeristhenameofthebeer,butitsoundslikeuShakespeare^whoisknownnearlyallovertheworld,soitiseasyforpeopletoremembertheShakesbeer.AndthewordsaidbyHamletisalsoveryfamous,especiallyinwesterncountry.Thesentenceisshortandthepatternisfamous,sopeoplewi1Iremembertheproductnaturally.“Gowell,GoShell.”4011isanadvertisementforShe110iICompany.“Well”soundslike"where”,soitimpliesthatgotoShe11companytobuyoil.Onlyfourwordsareusedintheadvertisement,butexpressthemeaningfullyandimpresspeopledeeply.Imaginethatoneday,whenyoudriveyourcar,suddenly,theoilisrunout.Soyouarewonderingwheretogo,then,ofcourse,youwillrememberthewords“Gowell,goShell”.SoyouwillgotoShellatonce.Theslogansimpresstheaudiencesdeeplyandpersuadethemtobuytheproductinvisibly."MakeTimeForTime."4111isanadvertisementforTimemagazine.Theadvertisementusesthepunonhomonymyoftheword"time”torefertwomeanings:commonsenseoftime,andthenameofhemagazine.TheadvertisementmeansthatreadTimemagazinetoseizetime.Inthesocietyfullofcompetition,timeisimportantandmagazinesalsoplayanimportantrolewhichpeoplehavetoreadtobroadentheirview.WhileTimemagazinewi1Inotonlybroadenview,butalsosaveyourtime.Itsatisfiespeople^srequirement.5ImplyingWarningSomeadvertisementsimplywarming.Puncanmakethewarmingvividandeffectivesothatpeoplecanpayattentiontoit.Forinstances:^Betterlatethanthelate.42Itisapublicserviceadvertisingoftraffic.Itderivesfromtheproverb^Betterlatethannever^.Inthesentence,“thelate”meansvthedead",anditremindsthedriverstodriveslowlyandcarefully.Theadvertisementwithpunherehasmorepowerfultopersuadethedriverstocaretheirsecurity.Anotherexample:^Thedriverissaferwhentheroadisdry;Theroadissaferwhenthedriverisdry."43Itisalsoanadvertisementforsafedriving.Theexcellentwordis"dry“whichhasdoublemeanings:withoutwaterandwithoutdrinking.Itexpressesiftheroadisdryandthedriverdoesn,tdrink,alldriverswillbesafer.Theantithesesandthymeofthesentencehasmorepowerfultowarmpeople.4.6.MakingtheproductmoreprofitableandcompetitiveThespecialityofpunisusefulinadvertisement,andfavoredbypeople.Ifaadvertisercanmakefulluseofittosatisfypeople^srequirement,theproductmayprecedeothersandgainthemarket.31^Adealwithusmeansagooddealtoyou."44Here,thedoublemeaningsof"deal”are:theamountandbusiness.Themeaningsoftheadvertisementarethat:dotradewithusisagoodbusinesstoyou;doingbusinesswithus,youwillgetalot.AdvertisersusepunskiIfultoinspiretheaudiences,curiosityandattracttheirinteresttodothedeal.32^Powetoinfluenceothers."45ItisanadvertisementforaHectorPoweClothingCompany.Theyadvocatethatifyouweartheirclothes,youwillhavepowertoinfluenceotherpeople.Because"Powe"islike“power”.Itsatisfiespeople'sdesireofpower,sotheyliketohaveatry.Thus,itwi1IbringgreatprofittothePowecompany.Maybepeoplewiththeclothescan,thavemorepower,butthecompanyhasthepowertoinfluencethemarket.5.ConclusionAdvertisementisawayforthecompanytopropagandatheirproduct.Togainthemarketamongtheseverecompetition,itisimportanttocarryoutawonderfuladvertisementtopromotetheirproduct,andfiguresofspeechisaneffectivewaytoachievethepurpose.Amongthefigures,punisawideandfrequentapproach,becauseitisaneffectivewaytomaketheadvertisementattractive,accurate,striking,vividandforceful.Althoughpunviolatesthepragmaticmaxims,itcancorrespondtotherequirementthatsaidbyGeoffreyN.Leech,afamousBritishlinguist,thatadvertisingwordsmustbevivid,conspicuousandimpressive,withhighreadabilityandtheforcetopromotesales,soitisusedwidelyinadvertisement.Puninadvertisementhasmanyformsofexpressionsuchaspunonpolysemy,homophone,hononymy,parody,illustrationsandwords,grammar,etc.andcanresultintheeffectsofhumor,wit,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，2004/6,18(3),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，2003/12,18(4),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)，2003/9,24(3),P1809同7P49同6P52同7P49同4P1067同7P49同6P51同7P50同7P49同6P50同8P75同8P75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,colorandthelayoutofaprintedpage,butalsotothechoiceofwordsorphrases,tomakeanadvertisementbeautifulandattractive.InthepracticeoftheadvertisingEnglish,peoplepaymoreattentiontopuntomaketheadvertisementsuccinct,accurateandvividandtoproviderichimaginationandplentifulassociationsforreaderssoastostimulatetheirdesire.ThefrequentandwideuseoffiguresofspeechisanimportantcharacteristicofadvertisingEnglish,whichisaneffectivewaytomaketheadvertisementattractive.Amongthefigures,punisloveddeeply.OxfordAdvancedDictionarydefinespunasUhumoroususeofawordthathastwomeaningsorofdifferentwordsthatsoundthesame.3Apun(alsoknownasparonomasia)canbeunderstoodlikethatitisadeliberateconfusionofsimilar-soundingwordsofphrasesforrhetoricaleffect,whetherhumorousorserious.Itleavesadeepimpressiononreadersbyitsreadability,witandhumor.Itcansatisfytherequirementofadvertisementcharacteristies一sellingpower,memoryvalue,attentionvalue,andreadability.Sopunisverypopularinadvertisement.Thearticlejustwantstopresentthepragmaticfunctionandapplicationo语系，2005/7/28,P3632DuJuan,OntheDictionCharacteristicsofEnglishNewspaperAdvertisementj,JournalofLanZhouUniversity(socialsciences),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)，2001/4,3(2),P6242同41P12343同7P5044同39P29545同6P51fpuninadvertisement.TypesofpuninadvertisementApunisarhetoricaldeviceinwhichpeopleusethepolysemous,orhomonymousrelationofalanguagetocauseaword,asentenceofadiscoursetoinvolvetwothingsofmeanings.Ithasseveraltypes.PunonPolysemyuWhi1edifferentwordsmayhavethesameofsimilarmeaning,thesameonewordmayhavemorethanonemeaning.Thisiswhatwecallpolysemy,andsuchawordisealledpolysemicword.Historicallyspeaking,polysemycanbeunderstoodasthegrowthanddevelopmentoforchangeinthemeaningofwords."4Punonpolysemyisusedwidely,especiallywiththenameoftheproductsuchasthefollowingexamples:1esharpproducts."5TheexampleisanadvertisementfortheSharpcopier.Thewordusharp“praisestheconsumers^brightness,butalsoreferstotheSharpproduct.Theadvertisementpraisestheconsumerswhoaresharptobuytheproductwhichissharp.Thevanityoftheaudiencesisarousedandtheywanttouseittoshowtheirwise,andalsotheybelievetheproductisreallysharp."Moneydoesn'tgrowonthetrees.Butitblossomsatourbranches.LioydBank."6ItisthesloganofLioydBank."branch“meansupartofatreegrowingoutfromthetrunk,buthereitimpliesthedivisionofbank^.ThesloganencouragespeopletostoretheirmoneyinLioydBank,andtheirmoneywilibelikethebloomingflowers,yieldingbetterfruits.Afterunderstanding!tsmeaning,readerswillfigureitoutinmindthattheirmoneywi1Ibecomemoreandmoredailyanddaily,justliketheleavesinspring.2.2PunonHomonymy^Homonymyreferstothephenomenonthatwordswithdifferentmeaningshavethesameform,i.e,differentwordsareidenticalinsoundorspelling,orinboth.Whentwowordsareidenticalinsound,theyarehomophones.Whenthewordsareidenticalinspelling,theyarehomographs・Whentwowordsareidenticalinbothspellingandsound,theyarecompletehomonyms."7Thefollowinstanceswi11explainthat:“‘VIPs'anatomicalcomfort.VariablelmpactPressureSole^8Theadvertisementofsportshoesusesthehomophonicword“VIPs”.Asweknow,VIPusuallystandsforveryimportantpersons,while,here,itstandsfor^VariablelmpactPressureSolev.ItimpliesifyouuseVIPs,youwillbeaVIP.Theword"VIPs'motivatestheaudiences'vanityandinducesthemtobuytheproduct."Trustus.0ver5000earsofexperience."911isanadvertisementforaudiphone.Theliteralmeaningisthattheproducthasexperiencedalotoftexts.While“ears"and“years”areapairofhomophone.Soitimpliesthattheproducthasalonghistoryandhashighquality."GoodbuyWinter!100%cottonknitwear$4010Itisanadvertisementforthesaleofwinterclothes.Theadvertisementseemstopeoplethatitsagoodandcheaptobuycottonknitwear.Butwhentheaudiencesreadugoodbuywinterntogether,theywillunderstandthegooduseofpun."Goodbuywinter“soundsthesameas“goodbyewinter”.Theadvertisementusehomophonetoshowtwomeanings:itisagoodbusinesstobuythecottonknitwearnow,andwinterhaspassedaway.Naturally,peoplewillassociatethesituationhappeningeveryyearthatwhentheysaygoodbyetowinter,theclotheswi1Ihaveagreatdiscountanditisgoodtimetobuythem.^Moresu