关联理论下英语广告双关语浅析

A Brief Analysis on Puns in English Advertisements from the Perspective of Relevance Theory

关联理论认为交际是一种明示—推理过程。广告正是使用这种特殊的交际方式,用双关语既吸引了广大受众的注意,又实现了推销商品的目的。本文从关联理论的角度出发,以实际的英文广告双关语作为依据,阐述了广告双关语在受众理解中如何实现最佳关联从而达到推销目的。

Relevance theory holds that communication is an ostensive-inference process. Just with the special method of communication, advertisements, by using puns, not only attract the attention of a wide audience but also achieve the purpose of promoting sales. From the perspective of relevance theory, taking the actual English advertising puns as a basis, this paper elaborated how advertising puns realize the best relevance in the understanding of the audience, so as to achieve marketing purposes.