摘要
双关语是广告文体中经常采用的一种修辞手段。从语用学的合作原则、关联理论和经济原则入手,探讨了广告双关语的运作方式,旨在帮助读者更深刻地理解广告双关语这一特殊语言现象。
Punning is the most common rhetorical devices used in advertisement. This paper is to explore some characteristics peculiar to puns on the basis of Cooperative Principle, Relevance Theory and Economy Principle in pragmatics. The author hopes it will be helpful for the readers to understand advertising puns deeply.
出处
《洛阳工业高等专科学校学报》
2007年第4期77-78,91,共3页
Journal of Luoyang Technology College
关键词
广告双关
语用原则
修辞手段
Advertising puns
Pragmatic principles
Rhetorical devices
