双关语运用技巧研究论文

[Abstract]Inmodernsociety,advertisement’sinfluenceisuniversal.Punistoaddmoreattraction,beingappliedasakindoffiguresofspeechinadvertisementanddeeplylovedbypeople.Punhasmanyformsofexpressionsuchaspunonpolysemy,homophone,hononymy,parody,illustrationsandwords,grammar,etc.Theadvertisersusebrand,idiom,andphrase,etc,toformpunskillfully.Fromtheaspectofpragmatics,punviolatestheCooperativePrinciplebyGrice.Peopleusuallyviolatethemaximsinfourways.Thearticleanalysespunfromthefourthwaythatthespeakermayfloutamaxim;thatis,hemayblatantlyfailtofulfillitandtoachievesomepurpose.Theproperuseofpuninadvertisementresultsintheeffectsofhumor,wit,beauty,economy,warning,andevenmakestheproductmorecompetitiveandprofitable,andmakestheadvertisementsweettotheear,andpleaseboththeeyeandmind.

[Keywords]advertisement;pun;pragmaticmaxims;pragmaticfunction

【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

“ThedefinitionofadvertisementbyAMA(AmericanMarketingAssociation):Advertisingisthenonpersonalcommunicationusuallypaidforandusuallypersuasiveinnatureaboutproducts,servicesofideasbyidentifiedsponsorsthroughthevariousmedia.[1]Itisadevicetoarouseconsumers’attentiontoacommodityandinducethemtouseit.Inmodernage,peoplefindthemselvessurroundedbyvariousadvertisementseachday.AnAmericanwriterwrites:“wefindadvertisementofallkindseverywhere,forexample,glitteringneonsignsontopofhighbuildingsandalongmainstreets,colorfulpicturespaintedonbusespamphletssenttoveryhouse,advertisementjammedbetweenTVprogramsvariousadvertisementglutting,newspaperandradiobroadcast;etc.”[2]Facingsomanyadvertisement,howtomaketheadvertisementimpressiveisthemainpurposeoftheadvertisers.Inordertoenhancetheappealofanadvertisement,advertiserspaymuchattentionnotonlytosuchexpressivedevicesasplates,colorandthelayoutofaprintedpage,butalsotothechoiceofwordsorphrases,tomakeanadvertisementbeautifulandattractive.InthepracticeoftheadvertisingEnglish,peoplepaymoreattentiontopuntomaketheadvertisementsuccinct,accurateandvividandtoproviderichimaginationandplentifulassociationsforreaderssoastostimulatetheirdesire.

ThefrequentandwideuseoffiguresofspeechisanimportantcharacteristicofadvertisingEnglish,whichisaneffectivewaytomaketheadvertisementattractive.Amongthefigures,punisloveddeeply.OxfordAdvancedDictionarydefinespunas“humoroususeofawordthathastwomeaningsorofdifferentwordsthatsoundthesame”.[3]Apun(alsoknownasparonomasia)canbeunderstoodlikethatitisadeliberateconfusionofsimilar-soundingwordsofphrasesforrhetoricaleffect,whetherhumorousorserious.Itleavesadeepimpressiononreadersbyitsreadability,witandhumor.Itcansatisfytherequirementofadvertisementcharacteristics—sellingpower,memoryvalue,attentionvalue,andreadability.Sopunisverypopularinadvertisement.Thearticlejustwantstopresentthepragmaticfunctionandapplicationofpuninadvertisement.

2.Typesofpuninadvertisement

Apunisarhetoricaldeviceinwhichpeopleusethepolysemous,orhomonymousrelationofalanguagetocauseaword,asentenceofadiscoursetoinvolvetwothingsofmeanings.Ithasseveraltypes.

2.1PunonPolysemy

“Whiledifferentwordsmayhavethesameofsimilarmeaning,thesameonewordmayhavemorethanonemeaning.Thisiswhatwecallpolysemy,andsuchawordiscalledpolysemicword.Historicallyspeaking,polysemycanbeunderstoodasthegrowthanddevelopmentoforchangeinthemeaningofwords.”[4]Punonpolysemyisusedwidely,especiallywiththenameoftheproductsuchasthefollowingexamples:

[1]“esharpproducts.”[5]

TheexampleisanadvertisementfortheSharpcopier.Theword“sharp”praisestheconsumers’brightness,butalsoreferstotheSharpproduct.Theadvertisementpraisestheconsumerswhoaresharptobuytheproductwhichissharp.Thevanityoftheaudiencesisarousedandtheywanttouseittoshowtheirwise,andalsotheybelievetheproductisreallysharp.

[2]“Moneydoesn’tgrowonthetrees.Butitblossomsatourbranches.LioydBank.”[6]

ItisthesloganofLioydBank.“branch”means“partofatreegrowingoutfromthetrunk”,buthereitimpliesthedivisionofbank”.ThesloganencouragespeopletostoretheirmoneyinLioydBank,andtheirmoneywillbelikethebloomingflowers,yieldingbetterfruits.Afterunderstandingitsmeaning,readerswillfigureitoutinmindthattheirmoneywillbecomemoreandmoredailyanddaily,justliketheleavesinspring.

2.2PunonHomonymy

“Homonymyreferstothephenomenonthatwordswithdifferentmeaningshavethesameform,i.e,differentwordsareidenticalinsoundorspelling,orinboth.Whentwowordsareidenticalinsound,theyarehomophones.Whenthewordsareidenticalinspelling,theyarehomographs.Whentwowordsareidenticalinbothspellingandsound,theyarecompletehomonyms.”[7]Thefollowinstanceswillexplainthat:

[3]“‘VIPs’anatomicalcomfort.

VariableImpactPressureSole”[8]

Theadvertisementofsportshoesusesthehomophonicword“VIPs”.Asweknow,VIPusuallystandsfor“veryimportantpersons”,while,here,itstandsfor“VariableImpactPressureSole”.ItimpliesifyouuseVIPs,youwillbeaVIP.Theword“VIPs’motivatestheaudiences’vanityandinducesthemtobuytheproduct.

[4]“Trustus.Over5000earsofexperience.”[9]

Itisanadvertisementforaudiphone.Theliteralmeaningisthattheproducthasexperiencedalotoftexts.While“ears”and“years”areapairofhomophone.Soitimpliesthattheproducthasalonghistoryandhashighquality.

[5]“Goodbuy

Winter!

100%cottonknitwear$40”[10]

Itisanadvertisementforthesaleofwinterclothes.Theadvertisementseemstopeoplethatitsagoodandcheaptobuycottonknitwear.Butwhentheaudiencesread“goodbuywinter”together,theywillunderstandthegooduseofpun.“Goodbuywinter”soundsthesameas“goodbyewinter”.Theadvertisementusehomophonetoshowtwomeanings:itisagoodbusinesstobuythecottonknitwearnow,andwinterhaspassedaway.Naturally,peoplewillassociatethesituationhappeningeveryyearthatwhentheysaygoodbyetowinter,theclotheswillhaveagreatdiscountanditisgoodtimetobuythem.

[6]“Moresunandairforyoursunandheir.”[11]

Theadvertisementisforabathingbeach.Theadvertiseruseshomophoneskilfully,sunvs.son,andairvs.heir.Theadvertiserencouragespeopletobringtheirsonandheirtothebathingbeachtogetsunandairtokeepfit.Eachcouplehopestheirsonandheirwillbehealthyalltheirlife.Punmakestheadvertisinglanguagesoundsweet,fluentandpersuasive.

2.3PunonParody

“Parodyisapieceofspeech,writingofmusicthatimitatesthestyleofanauthor,composer,etcinanamusingandoftenexaggerateway.”[12]Punonparodyusestheoutfitofsaying,apothegm,proverboridiomtoformnewmeanings.Englishhasalotofwell-knownphrases,idiomsandsayings.TheyareimportantpartofeverydaylanguagespokenbytheEnglishspeakers,andhavebecomeoneoftheaspectsoftheEnglishculture.Theadvertisementdesignersaresharp-mindedandimaginative.Theychangeapartoftheexpressionsandputtheirideasintothemtoachievesensationaleffect.Andmostofthemachievearemarkablesuccess.Thetransformationsarenotonlyeyecatching,butalsoeasytobeacceptedbythecommon,whowilldoaccordingtothetradition.Asthesayingsofidiomshavebeenonepartofthetradition,thepeoplewillbeeasilypersuadedbytheadvertisementworksofthiskind.Sopunonparodyispopularinadvertisement.

[7]“AMarsadayhelpsyouwork,restandplay.”[13]

ItisthesloganofMarschocolatecompany.Lookingatthisadvertisement,peoplewillassociateitwithtwoidioms:“Anappleadaykeepsthedoctoraway”and“AllworkandnoplaymakesJackadullboy”.Fromthemeaningsofthetwoidioms,thewatchwordtellspeoplethataMars’chocolateadaywillmakeyounotbeadullboy(makeyouwise)andkeepthedoctoraway(keepfit).

[8]“Tryoursweetcorn,you’llsmilefromeartoear.”[14]

Itistakenfromtheadvertisementforakindofsweetcorn.Theword“ear”hasdoublemeanings:theorganofhearingandtheseed–bearingpartofacereal.Teidiom“fromeartoear”alsoisapun.Onemeaningisthatpeoplearesatisfiedwiththeproduct.Theotheroneisthattheconsumerseatoneearbyanother.Sotheadvertisementimpliesthatthesweetcornisverydelicious,andyouwillenjoyitandeatingonebyone.Howcanpeoplerefusesuchdeliciousfood?

[9]“Alliswellthatendswell.”[15]

Thisisanidiom,buthere,itistakenfromanadvertisementofacigarette.“End”,asaverb,means“finish”,while,asanoun,means“cigarettebutt”.Thesentencemeansthatifthecigaretteendsaregoodthatthecigaretteisgood.

2.4PunonGrammar

Manyadvertisersusepunproducedforgrammarproblemtoattracttheaudiences,suchasellipsisorwordwithdifferentgrammarfunctions.Ifthistypeofpuncanbeusedproperly,itwillachieveunexpectedeffect.

[10]“WhichlagercanclaimtobetrulyGerman?

Thiscan.”[16]

ItisanadvertisementforLagerbeer.“Can”isamodalverb.Butintheadvertisement,acanofbeerbesideitremindspeople“can”hasanothermeaning—tin.Also“Lager”referstothenameofbeer.Withtheillustration,thewholeadvertisementbringsahumorouseffectandimpressestheaudiencesdeeply.

TheCoca-colacompanyalsouses“can”todotheiradvertisement.

[11]“Cokerefreshesyoulikenoothercan.”[17]

Justlikelastexample,“can”hasdoublemeanings,sothesentencecanbeunderstandlikethatCokerefreshesyoulikenoother(can;tin,drink)can(refreshyou).Itimpliestheirproductisthebestone.Ofcourse,peopleliketobuythebestone.

2.5PunonIllustrationandWords

Alotofadvertisementassociateswithillustrationsandwordstoachievebettereffect,especiallyonTV,becausepeoplearemoreeasilyattractedbypicturesthanwords.Theillustrationsandwordscanhelppeopletounderstandtheadvertisementfully.Punintheadvertisementmustbeconnectedwithillustrationsandwords,sopeoplecanunderstandtheimpliedmeanings.Forinstances:

[12]“50%OFF.”[18]

ItisashopwindowadvertisementofE-spiritexclusiveshopinShanghaifrom2001andspringfestival.Theillustrationisapicturewithsixlights,threeonandthreeoff.Fromtheillustration,peopleknowitdoesnotonlymeanahalfofthelightsareoff,butalsomeansthewholesalediscounts50%.Theillustrationandwordsarevivid,andattractthepassers-by’attentionmoreeasily.

[13]“Stopattwo.”[19]

Itisthetitleofanpublicserviceadvertising(PSA)whichthePopulationandcommunityDevelopmentAssociation(PCDA)ofThailandusestoadvocatethecoupletohavechildrennomorethantwo.TheillustrationisthephotoofWisternChurchillwhoformeda“V”letterwithhisforefingerandmiddlefinger.Thegesture“V”meansvictory.Sopeoplealsocanunderstandthatitisavictorytohaveonlyonechild.Thispictureisfamous,sopeoplewillrememberiteasily.Toachievethesuccessoftheircountry,peoplemaymoreliketocontrolthepopulation.

3.Pragmaticanalysisofadvertisementpun

Fromanalysesabove,peoplecanunderstandthatapunusuallyusesonewordinasentencerelatingtodoublemeanings,surfacemeaningandimplicitmeanings,whichisthemainideathespeakerwantstoconvey.Theadvertisersliketousethedoublemeaningstoproduceambiguity.While,analyzingfrompragmaticmaxims,itbreachesCooperativePrinciple.Justlookatanotherexample:

[14]You’llgonutsforthenutsyougetinNux.[20]

Intheadvertisement,“gonuts”means“gotobuynuts”,hereintheadvertisement,italsomeans“gocrazy”inthedailyEnglishexpression.And“Nux”isthenameoftheproduct.SoitmeansthenutswillmakeyoucrazyifyoubuytheminNux.TheuseofpunviolatestheCooperativePrinciple,butwhatisCooperativePrinciple?

3.1CooperativePrinciple

“ThetheoryofconversationalimplicaturewasoriginallysuggestedbyHerbertPaulGrice,anOxfordphilosopher,wholaterwenttoAmerica.”[21]Hisapproximationis“Wemightformulateatoughgeneralprinciplewhichparticipantswillbeexpectedtoobservenamely:Makeyourconversationalcontributionsuchasisrequired,atthestageatwhichitoccurs,bytheacceptedpurposeofdirectionofthetalkexchangeinwhichyouareengaged.OnemightlabelthistheCOOPERATIVEPRINCIPLE.”[22]

“Inordertoexplainfurtherthecooperativeprinciple,abbreviatedasCP,GriceborrowsfromtheGermanphilosopherImmanuelKantfourcategories:quantity,quality,relationandmanner.Thatis,theCPisspecifiedfromfouraspects.Andthecontentofeachcategoryisknownasmaxim.

3.1.2Quantity

a.Makeyourcontributionasinformativeasisrequired(forthecurrentpurposeoftheexchange)

b.Donotmakeyourcontributionmoreinformativethanisrequired”[23]

Thatistosaythequantityoftheinformationyougivemustsuitfortherequirement,noless,nomore.Forinstance,ifyougotobuyonepen,buttheassistantgivesyoutwopens,hebreachestheQuantity.Becauseheshouldgiveonepentoyouthatyouwant.

3.1.2“Quality

a.Donotsaywhatyoubelievetobefalse

b.Donotsaythatforwhichyoulackadequateevidence”[24]

Itmeansthatthespeakercan’ttellliesbutonlycansaythatwhichhasbeenprovedtoberightfact.However,ifthespeakerthinkswhathesaysisright,butinfactitisfalse,hestillobeystheprinciple.Giveyouanexample,ifsomeoneasksyoutogoshoppingwithhim,butyoudon’tliketo,soyoutellhimthatyouhaveameetingtonight.Atthistime,youviolateQuality,foryouhavetoldliestoyourfriend.

3.1.3“Relation:berelevant”[25]

Thatmeanswhatyousaymustberelevant.Forexample,whenyouarehungry,youdon’texpectyoupartnergivingyouabook,butacake,becausecakeisrelevanttoyourfeelingatthissituation.

3.1.4“Manner

a.Avoidobscurityofexpression

b.Avoidambiguity

c.Bebrief(avoidunnecessaryprolixity)

c.Beorderly”[26]

Themaximrequiresthewordsspeakerusedmustbeconciseandwithoutambiguity.Forinstance:

[15]A:WillyougotoXiamentomorrow?

B:Maybe.

Inthecase,BviolatesManner,becausehisanswerisambiguous.Astillcan’tgettheanswerhewants.

AftertheexplanationofCP,abetterunderstandingwillbemadebyreadersonaboveexamples,whichhaveviolatedtheCP.ButwhydotheadvertisersliketousepuntoviolatetheMaximsdeliberately?TheanswercanalsobegivenbyGrice.

3.2Violationofthemaxims

Gricethoughtonlybothspeakerandlistenerobeytheprinciple,couldtheirintercoursebeconcordantandharmonic.Whilehealsonoticedthatpeopledidn’talwaysobeytheprincipleinsocialactivity,onthecontrary,theybreacheditintentionally.SoGricegivesfourwaystoexplainthefailuretofulfillamaxim.

“Firstly,hemayquietlyandunostentatiouslyVIOLATEamaxim;ifso,insomecaseshewillbeliabletomislead.”Itmeansyouareintentionaltoviolatethemaxim.[27]Forexample:Ifsomeoneinvitesyoutojoininaparty,butyoudon’tliketo.Avoidingoffencetohim,youmaysay,“sorry,IhavepromisedJimtogoshopping”.Atthistime,youknowyoutelllies,butyouhaveto.

“Secondly,hemayOPTOUTfromtheoperationbothofthemaximandtheCP;hemaysay,indicate,orallowittobecomeplainthatheisunwillingtocooperateinthewaythemaximrequires.Hemaysay,forexample,Icannotsaymore;mylipsaresealed.

Thirdly,hemaybefacedbyaCLASH:hemaybeunable,forexample,tofulfillthefirstmaximofQuality(Beasinformativeasisrequired)withoutviolatingthesecondmaximofQuality(haveadequateevidenceforwhatyousay).”[28]Forexample:

[16]A:WheredoesXlive?

B:Somewhereinthesuburbsofthecity.

TheanswerofBbreachestheQuantity,becauseheprovideslessinformationthatAwantstoknow.ButifBreallydoesn’tknowwhereXlives,heobeystheQualitythatdonotsaywhatyoulackadequateevidence;ifBknowstheaddressofB,yethedoesnotwanttotellA,thenheimplicatesthathedoesn’twanttotellA.

“Fourthly,hemayFLOUTamaxim;thatis,hemayBLATANTLYfailtofulfillit.Ontheassumptionthatthespeakerisabletofulfillthemaximandtodosowithoutviolatinganothermaxim(becauseofaclash),isnotoptingout,andisnot,inviewoftheblatancyofhisperformance,tryingtomislead,thehearerfacedwithaminorproblem;HowcanhissayingwhathedidsaybereconciledwiththesuppositionthatheisobservingtheoverallCP?Thissituationisonethatcharacteristicallygivesrisetoaconversationalimplicature;andwhenaconversationalimplicatureisgeneratedinthisway,IsaythatamaximisbeingEXPLOITED.”[29]Giveanexample:

[17]A:WhereisMary?

B:ThereisabluecaroutsideBill’shouse.

Intheconversation,BbreachesQuantity,butifAassumesthatBiswillingtocooperatewithhim,hewilltrytorelatehisquestiontoB’sanswer.BasingontheircommonsensethatMaryhasabluecar,andthenhewillunderstandthatBistellinghimthatMaryisatBill’shouse.

Inadvertisement,theadvertiserviolatesthecooperativeprincipleinthefourthwaytoattainacertainpurpose,thusmakingtheutteranceproduceambiguity.Althoughtheadvertisementdisobeystheprinciple,butitcanarousetheaudiencescuriosityandinducethemtobuytheproductandatlastachieveabettereffect.Lookatsomeadvertisements:

[18]“YoucanbuyHappiness.”[30]

Itisthesloganofashampooadvertisement.TheadvertisementbreachestheMannerMaxim—avoidambiguity,forhappinesshasdoublemeaningshere:“delight”and“thenameoftheproduct”.ItwantstoexpressthemeaningthatifyoubuyHappiness,youwillattainhappiness.AlthoughitbreachestheCooperativePrinciple,itimpressestheaudiencesdeeplyandarousestheirinteresttohaveatry.

[19]“Inourcountrywekeepanimalsintheforestandpeopleinthecages.”[31]

ItistheadvertisementforVolvoCarCompany.Fromthead,peoplemaygiveanassumptionthattheykeepanimalsintheforestwhileshutthemselvesinthecages.Buttothecommonsense,thephenomenonisimpossible.SotheadvertisementbreachestheQualitythatyouonlycansaywhatyouthinkisright.Butthroughthecontextoftheadvertisement,theaudiencescanunderstandthecagesrefertoVolvocar,andfinallyknowthemeaningoftheadvertisementthattheVolvoCompanyaimsatproducingmoreandbettercarsforpeople.

[20]“TheUniqueSpiritofCanada:webottledit.

Righttothefinish,itsCanadianspiritstandsoutfromtheordinary.Whatkeepstheflavorcoming.Superlightness.Suppertaste.Ifthat’swhereyou’dliketohead,setyourcourseforLordCalvertCanadian.”[32]

TheexampleistakenfromtheadvertisementofLordCalvertCanadian.Atthefirstsightoftheadvertisement,peoplewouldbedrawn,fortheywonderwhat’stheuniquespiritofCanada.Afterthinking,theywouldfind“Tobottlethespirit”hastwomeaningshere:oneistobottletheliquor;theotheristoputtheCanadianspiritintothisliquor.TheadvertisementbreachesMannerMaximbutarousespeople’scuriosity.Punintheadvertisementhasagreatfunction.

4.Thepragmaticfunctionofpuninadvertisement

Punhasalotofadvantagessuchasconciseness,witandhumor,noveltyandvividness.Itproducesaparticularlyrhetoricalandpragmaticeffectwhenpeopleusethelanguagecreativelyinaspecifiedcontext.Theproperusecanmaketheadvertisementimpressiveandattractive.

4.1Witandhumor

Pun,thegameofword,produceswitandhumoreffecttoattracttheaudiences’attentionandinspirestheirassociation.Intheageofrapidrhythm,advertisementwithpunlikeaspicemakespeopleenjoythemselvesintheadvertisingatmosphere,andreducestheirpressureinarelaxedenvironment.

[21]“Whenthewindhasabite…andyoufeellikeabite…thenbiteonawholeNut.”[33]

Theword“bite”hasseveralmeanings:grip,food,andeat.Thewholesentencemeansthatwhenthestrongwindhurtsyouandyouareveryhungry,justeatsomeNut.Afterdayworking,peoplewouldfeeltiredandhungry,whiletheadvertisementisjustthesituationofthem.Therefore,theywouldbeattractedtobuytheproduct,sotheywillnotsufferhungerafterwork.Also,thesentencesoundsliketonguetwist.

[22]“ExcellentTaste!”[34]

Itisawordinanadvertisementforawhiskeyproduct—Jamson.Intheadvertisement,whentheherodranktheJamsonwhiskeythattheheroineintroducedtohim,hesaid,“ExcellentTaste”.Generallyspeaking,“taste”means“favor”,buthere,anothermeaningis“theabilitytoappreciatewhatisbeautiful”.Sotheadvertisementmeans:thiskindfwhiskeyasgoodflavor;theheroinehashighappreciation.Theadvertiserusespuntopraiseboththeproductandtheconsumerswhochoosetheirproduct.Itcatersforpeople’vanityandinducesthemtobuytheproduct.

4.2Creativenessandoriginality

Thisistypicalofadvertisinglanguage.Anadvertisementhasahighdemandofdictioneverywordplayinganimportantrole.Ifhumanemotionshavetobeinspired,thewords,stronginexpressingemotions,willbechosen.Inadvertisement,originalityisking.Anewwayofsendingmessagecansetabrandapartfromcopycatsandalso-rans.Soitisimportanttousesomethingnovelsuchascoinageintheadvertisementtodrawpeople’attention.Normally,anewcreatedwordacceptedbyreaderscanenhancethefreshnessandattractionoftheadvertisement.Goodadvertisersusecoinagetorefreshtheadvertisementandtoachieveitspropagandistpurpose.

[23]“CabFourward.”[35]

ItisanadvertisementtitleofRamCarproducedbyDoqicompany.Theword“fourward”soundslike“forward”.Connectingitwiththepictureintheadvertisement,peoplewouldknowwhyituses‘fourward”.Becausethefourdoorsofthiskindofcarcouldbeopenedfromfourdirections.Theadvertisercreatestheword“fourward”from“forward”toshowthespecialityofthecar.

[24]“CatchtheRaincheetahandcheattherain.”[36]

ItisanadvertisementinTorontoDailyStar.Thepunnyword“Raincheetah”,thenameoftheraincoat,soundslike“raincheater”whiletheword“raincheater”derivesfrom“windcheater”.Theword“cheat”inthesentencemakesitwonderfulandletpeoplefeelthatthiskindofraincoatcanprotecttheconsumerswell.Pungivespeopleimpressionofnoveltyandinterest.

4.3Satisfyingpeople’srequirementofbeauty

Agoodadvertisementisatextfromwhichpeoplecanappreciatetheartoflanguage,especiallyadvertisementusingpun.Puninadvertisementisorderlyandantitheticthatmakespeoplefeeltheaestheticmodalityoflanguage.Thecharactersofpun,suchasvividness,witandhumor,pleasurepeople’sspiritandletthemenjoythebeautyoflanguage.Forinstance:

[25]“Giveyourhairatouchofspring.”[37]

Itisanadvertisementforshampoo.Theword“spring”hereisveryvividandlikeapictureinpeople’mind:afterusingtheshampoo,thelonghairbecomeselasticandshining.Whenyoustandthere,yourhairwillgowithwind.Everyonelikesbeauty,sotheadvertisementcatersforpeople’desireandinducesthemtobuytheproducttomakethemmorebeautiful.

4.4Satisfyingtherequirementofsociety--Economy

Withtherapiddevelopmentofthesociety,peoplebecomebusierandbusier,sotheyrequireshortandeasyrememberedadvertisementtosupplythemessagetheywant.Buthowtoimpresstheaudiencesisaquestion.Theanswerisusingpun.Butwhyispunespeciallyfavoredbytheadvertiser?Themainreasonsasfollowing:

“Firstly,advertisementispaidmessage,withlimitedspaceandtime,soitdoesn’tallowverbiagetowastetheinvestment.Punwithdoublemeaninghasthecharacteristicofsmallcarrierbutplentyofconnotations.Soitisveryeconomic,effectiveandmoney-savingtotheadvertiser.

Secondly,inmodernsociety,peoplepaymoreandmoreattentiontoeffect,andgettiredofthetediousadvertisement.Thepuninadvertisementisusuallyformedbyshortsentences.Someusethenameoftheproductasthethemeoftheadvertisement.Someuseexcellentphrasestoshowthespecialtiesoftheproduct.Totheaudiences,itsavestheirtimetogettheinformationtheywant.

Thirdly,usually,theaudiencesreadorwatchadvertisementunintentionallyandonlycanremembersomethingunconsciously.So,toachieveexpectedpropagandisteffect,theadvertisementmustreducethememorymessage.Punissuitablefortherequirement.Thecontentisshort,theformrhythmic,andthestylenovel,whichareeasilyrememberedandimpressedpeopledeeply.”[38]

Inaword,punusesfewerwordstoexpressfullmessagewhichisthecontentofEconomyPrinciple,anditusuallyreachesthepurposeofadvertisementthatisarouseconsumers’attentiontoacommodityandinducethemtouseit.Forinstance:

[26]“Twobeerornottwobeer,that’saquestion.----Shakesbeer”[39]

Lookingatthebeeradvertisement,peoplewouldassociateitwiththeproverb“Tobeorknottobe,that’saquestion”inHamlet.Shakesbeeristhenameofthebeer,butitsoundslike“Shakespeare”whoisknownnearlyallovertheworld,soitiseasyforpeopletoremembertheShakesbeer.AndthewordsaidbyHamletisalsoveryfamous,especiallyinwesterncountry.Thesentenceisshortandthepatternisfamous,sopeoplewillremembertheproductnaturally.

[27]“Gowell,GoShell.”[40]

ItisanadvertisementforShellOilCompany.“Well”soundslike“where”,soitimpliesthatgotoShellcompanytobuyoil.Onlyfourwordsareusedintheadvertisement,butexpressthemeaningfullyandimpresspeopledeeply.Imaginethatoneday,whenyoudriveyourcar,suddenly,theoilisrunout.Soyouarewonderingwheretogo,then,ofcourse,youwillrememberthewords“Gowell,goShell”.SoyouwillgotoShellatonce.Theslogansimpresstheaudiencesdeeplyandpersuadethemtobuytheproductinvisibly.

[28]“MakeTimeForTime.”[41]

ItisanadvertisementforTimemagazine.Theadvertisementusesthepunonhomonymyoftheword“time”torefertwomeanings:commonsenseoftime,andthenameofhemagazine.TheadvertisementmeansthatreadTimemagazinetoseizetime.Inthesocietyfullofcompetition,timeisimportantandmagazinesalsoplayanimportantrolewhichpeoplehavetoreadtobroadentheirview.WhileTimemagazinewillnotonlybroadenview,butalsosaveyourtime.Itsatisfiespeople’srequirement.

4.5ImplyingWarning

Someadvertisementsimplywarming.Puncanmakethewarmingvividandeffectivesothatpeoplecanpayattentiontoit.Forinstances:

[29]“Betterlatethanthelate.”[42]

Itisapublicserviceadvertisingoftraffic.Itderivesfromtheproverb“Betterlatethannever”.Inthesentence,“thelate”means”thedead”,anditremindsthedriverstodriveslowlyandcarefully.Theadvertisementwithpunherehasmorepowerfultopersuadethedriverstocaretheirsecurity.

Anotherexample:

[30]“Thedriverissaferwhentheroadisdry;

Theroadissaferwhenthedriverisdry.”[43]

Itisalsoanadvertisementforsafedriving.Theexcellentwordis“dry”whichhasdoublemeanings:withoutwaterandwithoutdrinking.Itexpressesiftheroadisdryandthedriverdoesn’tdrink,alldriverswillbesafer.Theantithesesandthymeofthesentencehasmorepowerfultowarmpeople.

4.6.Makingtheproductmoreprofitableandcompetitive

Thespecialityofpunisusefulinadvertisement,andfavoredbypeople.Ifaadvertisercanmakefulluseofittosatisfypeople’srequirement,theproductmayprecedeothersandgainthemarket.

[31]“Adealwithusmeansagooddealtoyou.”[44]

Here,thedoublemeaningsof“deal”are:theamountandbusiness.Themeaningsoftheadvertisementarethat:dotradewithusisagoodbusinesstoyou;doingbusinesswithus,youwillgetalot.Advertisersusepunskilfultoinspiretheaudiences’curiosityandattracttheirinteresttodothedeal.

[32]“Powetoinfluenceothers.”[45]

ItisanadvertisementforaHectorPoweClothingCompany.Theyadvocatethatifyouweartheirclothes,youwillhavepowertoinfluenceotherpeople.Because“Powe”islike“power”.Itsatisfiespeople’sdesireofpower,sotheyliketohaveatry.Thus,itwillbringgreatprofittothePowecompany.Maybepeoplewiththeclothescan’thavemorepower,butthecompanyhasthepowertoinfluencethemarket.

5.Conclusion

Advertisementisawayforthecompanytopropagandatheirproduct.Togainthemarketamongtheseverecompetition,itisimportanttocarryoutawonderfuladvertisementtopromotetheirproduct,andfiguresofspeechisaneffectivewaytoachievethepurpose.Amongthefigures,punisawideandfrequentapproach,becauseitisaneffectivewaytomaketheadvertisementattractive,accurate,striking,vividandforceful.Althoughpunviolatesthepragmaticmaxims,itcancorrespondtotherequirementthatsaidbyGeoffreyN.Leech,afamousBritishlinguist,thatadvertisingwordsmustbevivid,conspicuousandimpressive,withhighreadabilityandtheforcetopromotesales,soitisusedwidelyinadvertisement.Puninadvertisementhasmanyformsofexpressionsuchaspunonpolysemy,homophone,hononymy,parody,illustrationsandwords,grammar,etc.andcanresultintheeffectsofhumor,wit,beauty,economy,warning,andevenmakestheproductmorecompetitiveandprofitable.Soonlyunderstanditspragmaticanalysis,typesandfunctionofpun,canitbeusedrightlyandmaketheadvertisementsweettotheear,andpleasingboththeeyeandmind.

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[9]同[7]P49

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[12]同[4]P1067

[13]同[7]P49

[14]同[6]P51

[15]同[7]P50

[16]同[7]P49

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[28]同[21]P44

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[33]同[7]P50

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[38]同[30]P50

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[43]同[7]P50

[44]同[39]P295

[45]同[6]P51