图形背景理论下的广告双关语研究

随着经济的快速发展,各种传媒的盛行,广告开始出现在人们的生活中。生活处处充满交际,广告可以充当人们交流的媒介。现实生活中,广告出现在电视上,报纸中及网络中。广告语中也出现了各种双关现象,由此引起人们关注,成为语言学家们关注的重点。本文以图形背景理论为理论支撑,通过图形与背景的相互转换,分析双关语在广告中的应用,使人们了解广告双关语的运行机制。

With the rapid economic development and the prevalence of various media,advertisements have begun to appear in people’s life.Life is full of communication,and advertising can serve as a medium for people to communicate.In real life,advertising appears on television,in newspapers and on the Internet.Various puns have also appeared in advertising,which have become the focus of linguists.This article based on figure-ground theory as the theoretical support,analyzes the application of pun in advertising through the mutual conversion of figure and ground,and makes people understand the operating mechanism of pun in advertising.This article analyzes the operational mechanism of puns based on figure-ground theory.