汽车广告双关修辞的语用解析

Interpretation of Puns in Automobile Advertisements

以言语行为理论为基础,从言内行为、言外行为和言后目的三个层面对汽车广告双关语进行实例分析,探讨汽车广告中双关语的交际效果。汽车广告双关语的交际效果主要表现为:凸显和美化汽车产品相关信息,引导购买行为;强调和优化汽车产品的不同卖点,实现产品推销的言后目的,刺激购买。

This article aims at analyzing the communicative effects of puns in automobile advertisements in terms of the three levels of speech act theory which are locutionary act, illocutionary act and perlocutionary intention. According to the analysis, the communicative effects of puns are manifested in the following aspects such as highlighting and embellishing the information about automobiles to guide purchase behaviors, reinforcing different selling points of automobiles so as to stimulate consumers＇ desire to buy and so on.