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本文从认知语用学的角度出发,依据D.Sperber和D.Wilson提出的关联理论,运用大量实例,探讨广告双关语这一有效的注意力吸引策略是如何使受众获得最佳相关的。本研究表明双关语在广告书面文体中有以下四种语用功能:引人注目、简洁凝练、增加广告言语美和避免社会禁忌。本文对广告双关语的剖析不仅加深了人们对广告双关语的认识,而且能使广告主更好地运用广告双关语。
In this paper, from the perspective of cognitive pragmatics, based on the relevance theory proposed by D.Sperber and D. Wilson and using a large number of examples, this paper explores how the effective attention attraction strategy of advertisement pun is the best related to the audience. This study shows that puns have the following four kinds of pragmatic functions in written advertisements: striking, concise and concise, increasing the beauty of advertising speech and avoiding social taboos. This article analysis of advertising puns not only deepens people’s understanding of advertising puns, but also enables advertisers to make better use of advertising pun.