广告双关语的行事行为探析

On the Illocutionary Act of Puns in Advertising

广告商有意利用双关语的特点给读者提供两种或更多的解释。从发话行为来看,双关语可激活读者存储在长期记忆中的文化事实的原型,从而吸引读者的注意力。读者会运用最佳关联理论,排除显性语境下最表层、最直接的含义,领会隐性语境中深层的、也是广告商所期望被理解的含义,使读者形成与广告商意图有关的取效行为。

Advertisers deliberately use puns to provide readers two or more meanings. Puns attract readers by activating the prototype of culture facts in readers＇ long memory from the perspective of locutionary act. Through maximal relevance, readers eliminate the most obvious meaning and grasp the deepest one, so as to form perlocutionary act.