英汉食品广告双关语的语用分析

Pragmatic analysis of English and Chinese food advertise puns

双关语是一种能有效吸引、保留受众注意力的语言手段,是英、汉广告最常用的策略之一。作为最常见的食品广告,当然也离不开双关修辞的宣传促销作用。运用语用学理论来分析英、汉食品广告双关语如何通过注意力吸引策略作用于广告受众,并使其获得最佳关联的,同时又指出跨文化广告中语言、文化因素的制约作用。

The pun is Language tools to attract and retain audience＇s attention and one of the most commonly used strategy of English and Chinese ad.As the most common food advertisements of course,inseparable from the promotion and advertisement of Pun role.Pragmatic theory used to analyze the English and Chinese pun on how food advertising to attract the attention of policy by acting on your audience,and make it the best connected,at the same time it propose the role of cross-cultural advertising in the language and cultural factors.