摘要
该文根据话语分析和语用学的理论对广告中的双关语进行分析.双关语是电视广告中常见的修辞手段.它通常具有双重含义和比较固定的语义模式;电视观众通常依靠语境线索和广告商的明示手段激活心理图式,经过推理,理解这种双关语的双重含义和语篇的目的所在.双关语的运用能很好地达到引起注意,激发兴趣,引发欲望,导致行动(AIDA)的广告效果.
This paper is a discourse analysis of puns in TV advertisements in the light of the theories of discourse analysis and pragmatics . Pun is a figure of speech frequently employed in TV advertisements. A pun normally has double meanings and relatively set semantic patterns. TV audience usually rely on its contextual cues and ostensive means to activate their psychological schema, and with the help of inference, they understand the double meanings of a pun and its purpose. Using puns in TV advertisements enables the advertisements to achieve AIDA purposes.
作者
杨坚定
裘燕萍
Yang Jianding Qiu Yanping (College of Foreign Languages, Shaoxing University, Shaoxing, Zhejiang, 312000)
