从关联理论看英语广告双关语

On Puns in English Advertisements from the Perspective of Relevance Theory

英语广告双关语能够提高广告信息的记忆度,并且更加吸引顾客的注意力。依据Sperber&Wilson提出的关联理论,分析英语广告双关语的交际过程以及读者对其解读过程,并对广告双关语认知过程和语用功能进行分析,可以使广告受众能更深入地理解广告双关语,也能使广告商能更好地将双关这种修辞手法运用于广告交际中。

Based on Sperber and Wilson＇s Relevance Theory, this paper attempts to demonstrate how English advertising puns work and the readers interpret them.Pun interpretation creates extra contextual effects,enhances message memorability and gives the audience intellectual pleasure from solving the pun.This paper is an illuminating but tentative exploration of advertising puns.It is illuminating in that it not only helps the audience appreciate the advertising puns with more comprehensive view,but enables the advertisers to make better use of puns in the advertisements.