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广告是一种带有科学性和艺术性的传播活动,双关是一种具有幽默感和说服力的修辞手段,把双关运用于广告是一种完美的契合。基于此,首先简述广告的文体特征和双关的修辞功能,指出两者有着不用言说的密切关联,继而详述了各类双关在广告中的应用,以及在音与义两方面达成的巧妙效果,最后从关联理论、合作原则,以及经济原则的语用视角下窥探广告中大量运用双关的潜在原因和理论依据。
Advertising is a scientific and artistic communication activities, pun is a kind of sense of humor and persuasive rhetorical means, the use of advertising in Punnet is a perfect fit. Based on this, firstly, the stylistic features of advertising and the rhetorical function of pun are briefly described, pointing out that there is a close relationship between the two in terms of speechlessness and then the application of various punifications in advertisements and the cleverness achieved in both tone and righteousness Finally, from the pragmatic perspective of relevance theory, cooperation principle and economic principle, this paper explores the potential reasons and theoretical basis for the double use of advertisements.