言语行为理论视角下英语广告中的双关修辞艺术

An Analysis of Puns in English Advertisements on the Basis of Speech Act Theory

广告是一种应用语言,其目的在于向受众宣传某种观念或推销某样商品,其不可替代的社会语用功能使之成为语用学研究的一个重要领域。而双关作为一种富有内涵的特色语言,被广泛运用在广告中来提升广告价值、吸引受众眼球。本文基于奥斯汀的言语行为理论三分说,结合实例对英语广告双关语的语用特点进行分析。

Advertisement is a kind of applied languages. Promoting a concept or selling something is the purpose of it. The indispensable social pragmatic function makes it become an important part of the research in the field of pragmatics. Pun, a word or phrase with double meaning, is often used in the language of advertisements to promote the value of the advertisement as well as attract the viewers＂ attention. On the basis of Austin＇s speech act theory, this paper makes a detailed analysis of many concrete examples and presents a study of the pragmatic features of English advertising language.