广告中双关语的语用功能和运用技巧【经典3篇】

广告中双关语的语用功能和运用技巧 篇一

广告是一种宣传和推销产品的重要手段，而双关语是广告中常见的修辞手法之一。它具有丰富的语用功能和运用技巧，能够吸引消费者的注意力，增强广告的记忆性和传播效果。

首先，双关语在广告中的语用功能之一是创造幽默和趣味。通过巧妙地运用双关语，广告能够制造出一种幽默和有趣的氛围，吸引消费者的兴趣。例如，某汽车广告中的口号“让你开心一辆车”既暗示了汽车能够给人带来快乐，又利用了“开心”一词的双关含义，表达了汽车的舒适和愉悦感，从而引发消费者的共鸣和好感。

其次，双关语在广告中的语用功能之二是增强记忆性。由于双关语具有独特的表达方式和意义的多重解读，它能够给人留下深刻的印象，使广告更容易被记住。比如，某快餐品牌的广告口号“我们的汉堡不仅仅是一个汉堡”通过双关语的方式，既强调了汉堡的独特之处，又暗示了消费者在享用汉堡时可以获得更多的满足感，使广告更加深入人心。

另外，双关语在广告中的语用功能之三是激发消费欲望。通过运用双关语，广告能够巧妙地渲染产品的特点和吸引点，引起消费者的好奇和兴趣，进而激发他们购买的欲望。例如，某保健品广告的口号“越吃越健康，越健康越吃”既传达了产品的保健功效，又利用了“越吃越健康”和“越健康越吃”的双关含义，暗示了消费者使用该产品可以不断提升健康水平，从而诱发他们购买的欲望。

在运用技巧方面，双关语的使用需要注意以下几点。首先，双关语应与产品或服务的特点相符合，避免与其产生矛盾。其次，双关语的使用应注意平衡，既要有足够的巧妙和幽默，又不能过于晦涩和难懂，以确保消费者能够理解和接受。最后，双关语的运用要符合广告的整体风格和语境，与其他元素相协调，以达到最佳的效果。

总之，广告中双关语具有丰富的语用功能和运用技巧。它能够创造幽默和趣味，增强记忆性，激发消费欲望，并通过巧妙的运用方式吸引消费者的关注。在实际的广告创作中，我们可以充分发挥双关语的优势，提升广告的吸引力和传播效果。

广告中双关语的语用功能和运用技巧 篇二

广告作为一种重要的宣传和推销手段，常常运用双关语这一修辞手法。双关语在广告中具有丰富的语用功能和运用技巧，能够吸引消费者的注意力，增强广告的说服力和亲和力。

首先，双关语在广告中的语用功能之一是增强说服力。通过运用双关语，广告能够巧妙地突出产品或服务的优势和特点，使消费者产生共鸣和认同，从而增强广告的说服力。例如，某洗发水广告的口号“洗去烦恼，留下自信”既传达了洗发水能够解决头发问题的功能，又利用了“洗去烦恼”和“留下自信”的双关含义，暗示了使用该产品可以让人头发焕发自信，使广告更加具有说服力。

其次，双关语在广告中的语用功能之二是增强亲和力。双关语能够给人一种亲切和轻松的感觉，拉近广告与消费者之间的距离，增加亲和力。例如，某咖啡品牌的广告口号“一杯咖啡，解决所有问题”利用了“解决所有问题”这个双关含义，表达了咖啡带来的舒适和放松感，给人一种亲切的感觉，增加了消费者对该品牌的好感。

另外，双关语在广告中的运用技巧也需要注意。首先，双关语应与产品或服务的特点相契合，避免与其产生矛盾。其次，双关语的使用需要注意平衡，既要有足够的巧妙和幽默，又不能过于晦涩和难懂，以确保消费者能够理解和接受。最后，双关语的运用要符合广告的整体风格和语境，与其他元素相协调，以达到最佳的效果。

总之，广告中双关语具有丰富的语用功能和运用技巧。它能够增强广告的说服力和亲和力，吸引消费者的关注和认同。在广告创作过程中，我们可以充分利用双关语的优势，提升广告的吸引力和传播效果。

广告中双关语的语用功能和运用技巧 篇三

广告中双关语的语用功能和运用技巧

[Abstract] In modern society, advertisement’s influence is universal. Pun is to add more attraction, being applied as a kind of figures of speech in advertisement and deeply loved by people. Pun has many forms of expression such as pun on polysemy, homophone, hononymy, parody, illustrations and words, grammar, etc. The advertisers use brand, idiom, and phrase, etc, to form pun skillfully. From the aspect of pragmatics, pun violates the Cooperative Principle by Grice. People usually violate the maxims in four ways. The article analyses pun from the fourth way that the speaker may flout a maxim; that is, he may blatantly fail to fulfill it and to achieve some purpose. The proper use of pun in advertisement results in the effects of humor, wit, beauty, economy, warning, and even makes the product more competitive and profitable, and makes the advertisement sweet to the ear, and please both the eye and mind.
[Key words] advertisement; pun; pragmatic maxims; pragmatic function

【摘 要】当今社会，广告作为一种竞争手段无处不在，而双关语是一种广泛运用于广告创作并深受人们喜爱的修辞格。双关语的表现形式多种多样，可分为一词多义双关，同音异义双关，谐音双关，仿拟双关，插图和文字双关，语法双关等。广告商巧妙地运用品牌、成语、习语等构成双关语以增加宣传效果。但从语用学的角度去分析双关语，它违背了Grice提出的合作原则。合作原则的违反通常有四种情况，而本文主要从第四种进行分析双关语，即说话人公然不执行某一条准则，也就是说话人知道自己违反了一条准则，他还想让听话人知道他违反了一条准则。运用恰当的双关语产生了幽默、风趣、经济和警告的作用，使人享受语言的美，同时帮助厂家在激烈的竞争中立于不拜之地，获得更大收益。
【关键词】广告；双关语；语用原则；语用功能

1. Introduction

“The definition of advertisement by AMA(American Marketing Association): Advertising is the nonpersonal communication usually paid for and usually persuasive in nature about products, services of ideas by identified sponsors through the various media.[1] It is a device to arouse consumers’ attention to a commodity and induce them to use it. In modern age, people find themselves surrounded by various advertisements each day. An American writer writes: “ we find advertisement of all kinds everywhere, for example, glittering neon signs on top of high buildings and a long main streets, colorful pictures painted on buses pamphlets sent to very house, advertisement jammed between TV programs various advertisement glutting, newspaper and radio broadcast; etc.”[2] Facing so many advertisement, how to make the advertisement impressive is the main purpose of the advertisers. In order to enhance the appeal of an advertisement, advertisers pay much attention not only to such expressive devices as plates, color and the layout of a printed page, but also to the choice of words or phrases, to make an advertisement beautiful and attractive. In the practice of the advertising English, people pay more attention to pun to make the advertisement succinct, accurate and vivid and to provide rich imagination and plentiful associations for readers so as to stimulate their desire.
The frequent and wide use of figures of speech is an important characteristic of advertising English, which is an effective way to make the advertisement attractive. Among the figures, pun is loved deeply. Oxford Advanced Dictionary defines pun as “humorous use of a word that has two meanings or of different words that sound the same”.[3] A pun (also known as paronomasia) can be understood like that it is a deliberate confusion of similar-sounding words of phrases for rhetorical effect, whether humorous or serious. It leaves a deep impression on readers by its readability, wit and humor. It can satisfy the requirement of advertisement characteristics—selling power, memory value, attention value, and readability. So pun is very popular in advertisement. The article just wants to present the pragmatic function and application of pun in advertisement.

2.Types of pun in advertisement

A pun is a rhetorical device in which people use the polysemous, or homonymous relation of a language to cause a word, a sentence of a discourse to involve two things of meanings. It has several types.
2.1Pun on Polysemy
“While different words may have the same of similar meaning, the same one word may have more than one meaning. This is what we call polysemy, and such a word is called polysemic word. Historically speaking, polysemy can be understood as the growth and development of or change in the meaning of words.”[4] Pun on polysemy is used widely, especially with the name of the pr