语言学毕业论文 17页

PunsinAdvertisementsADISSERTATIONSUBMITTEDINPARTIALFULFILLMENTOFTHEREQUIREMENTSFORTHEDEGREEOFBACHELOROFARTSByTangYan（唐燕）SupervisedbyLecturerLiXuening（李学宁）JiangnanUniversity,Wuxi,Jiangsu,ChinaJune,2007\nContentsAcknowledgementsiAbstract&KeyWordsii1.Introduction12.AdvertisingandPun12」DefinitionofAdvertising12.2DefinitionofPun23.PragmaticsPrinciples43」Co-operativePrincipleandPunsinAdvertisements43.2RelevanceTheoryandPunsinAdvertisements63.3EconomyPrincipleandPunsinAdvertisements84.Function104」IncreasingComedicEffectandNovelty104.2IncreasingthePowertoMovetheFeelings114.3IncreasingtheReadabilityandtheValueofMemoryinAdvertisements115.Conclusion12References13••11\nAcknowledgementsFirstofall,IwanttoexpressmythankstoLecturerLiXueningsincerely,mysupervisor,forhisinsightfulguidanceandearnesthelpallthroughthesearching,analysisandpaper-writingstages.Andhealwaysencouragesmeandgivesmemuchhelpindatacollecting.Withouthispatientassistanceandhelp,Icouldnotfinishthisthesisinsuchashortperiodoftime.IwanttoextendmythankstoAssociateProfessorSongSufcngforherscholarlyadviceandgeneroushelpduringmystudyintheSchoolofForeignLanguagesatJiangnanUniversity.MoreoverIwanttothankmyroommatesfortheirexcellentadviceandcommentsontheearlierversionofthisthesis.\nAbstract&KeyWordsAbstract:Intoday'ssociety,advertisementshavebeenanindispensablepartinpeople'slife.Pun,asaneffectiverhetoricaldevice,isfavoredandfrequentlyemployedbyadvertisers・Thispaperaimsathelpingthereaderstounderstandpunsinadvertisementsdeeply.Beginningwithabriefbutexhaustiveintroduction,thepaperexplainstheimportanceofthestudyofadvertisingpuns.ThefollowingparianalyzessomecharacteristicspeculiartopunsonthebasisofPragmaticPrinciples.Italsodescribesthefunctionsofpunsinadvertisementsemployingsometypicalexamples・Finally,thepaperconcludeswithanideathatadvertisingpunsareworthyoffurtherexploringandstudying.KeyWords:puns,CooperativePrinciple,RelevanceTheory,EconomyPrinciple,function摘要：当今社会，广告已成为人们生活当中不可缺少的一•部分。双关，作为一个有效的修辞手法，得到了广告商的青睐和频繁应用。本文旨在帮助读者更好地理解广告双关语.通过简短却乂详尽的前言，文章介绍了研究广告双关语的重要性。接着在语川原则上分析了广告双关语某些独具的特点以及其语用功能。故后提出这一领域值得进一步研究而结尾。关键词：双关，合作原则，关联理论，经济原则，功能••11\nPunsinAdvertisements1・IntroductionTheworldweliveiniscoveredupwithvariousadvertisements・We,aspotentialconsumers,areinevitablysurroundedbyallkindsofadvertisementsforvariousproductsfrommediaincludingTV,radio,newspapers,andInternet,etc.Accordingtothestatisticdate,theAmericanpeoplecontactmorethan1,500advertisementsadayonaverage,ofwhich85%areuselessbecauseofthelackofappealAndinChinathenumberofadvertisementspeoplemeetaccountsto300,ofwhich90%cannotcatchpeople'scycs（jt容辉,易华，2005:122）.Sohowcanadvertisementsdrawpeopledattentionandtakeeffect?Undoubtedly,languageinadvertisementsisoneofthemostimportantkeys・Nomatterwhatthemethodadvertisementsuse,languageisalwaysthemaincarrierofinformation.Therefore,languageinadvertisementsmustbevividandprecise・Obviously,goodadvertisementscannotonlyshowthegoods'featuresclearlybutattractandholdanaudience'sattentioninstantly.Inthiscasetheaudiencewoulddesiretobuytheproducts・Sogoodadvertisementsarethosecaninfluencetheaudiencesuccessfully.Rhetoricaldevicesareexcellentwaystostrengthentheexpressioneffectofadvertisinglanguage・Andallofthoserhetoricaldevices,punisoneofthemostcommononeusedbyadvertisers・ThispaperaimsatexploringsomeparticularfeaturesofpunsonthebasisofcertainprinciplesincludingCooperativePrinciple,RelevanceTheoryandEconomyPrinciple・Then,itanalysesthefunctionsofadvertisingpuns.Ihopethatthereaderscanbenefitfromthepaperandunderstandadvertisingpunsbetter.2.AdvertisingandPunTheDefinitionofAdvertisingAccordingtotheDefinitionCommitteeofAmericanMarketingAssociation（力•薇，1997:2）,advertisingisdefinedasfollows:"Advertisingisthenon-pcrsonalcommunicationofinformationusuallypaidforandusuallypersuasiveinnatureaboutproducts,sendeesorideasbyidentifiedsponsorsthroughthevariousmedial\nGenerallyspeaking,advertisinghasthreemainforms:visual,audio,andlanguage・Howeveradvertisementsinourlifeareamixtureoftheabovethreeinamorecommoncase.OnTV,itiseasytofindthatadvertisementsareamixtureofmusicandlanguage;inradio,advertisersliketocombinemusicwithlanguage;innewspapersadvertisements,informationisshownbybothpicturesandlanguageofwritten.Althoughsometimesgoodatmospherecanbecreatedbyusingproperpicturesandmusic,theinformationabouttheproducttransinittedtotheaudienceisliinited.Evenworse,itispossiblethatmisunderstandingcanbecaused.Thus,itisclearthat,inadvertising,languagesometimescangivetheaudiencemoreprecise,exhaustiveanddependableinformationwhilepicturesandmusiconlycanbeusedasasupplementarymeasure・Fromabove,anideacomesoutthatlanguageinadvertisingplaysanimportantroletopersuadethebuyersbecauseofitsowncharacteristics.TheDefinitionofPunThedefinitionofpunisasfollowsinTanaka^swork:“Apunmayactivatetwomeaningswithoutactuallycommunicatingmorethanone?9(Tanaka,1992:96)“Thepossibilitythatapunmaygenuinelycommunicate"twomeaningsforthepriceofone5wouldarisewhereneitherofthetwointerpretationswassufficientonitsown,butwherethetwotogethermightjointlyyieldadequateeffectsfornounjustifiableeffort,inawaytheadvertisercouldmanifestlyhaveforeseen?9(Tanaka,1992:101)Punningisoneofthemostcommonrhetoricaldevicesusedinadvertisements・It,thoughbriefandconcise,conveystheabundantandprofoundconnotationofapieceofadvertisement.Andpuncanunderlinetheintentionoftheadvertisersandatthesametimepreserveitsoriginalmeaning・Thisrhetoricaldevicedeliberatelyusesawordorasentencewhichisrelatedwithtwodifferentthings,thustwodifferentmeaningscomeout:oneisonthesurface,andtheotherisinsidetheformer.Infactthemaininformationthespeakerwantstotransmitisthelatterone.Inthiscaseaneffectofhumorandimplicitnessiscreated.Forthesereasons,punningisfavoredandfrequentlyemployedbyadvertisers・2.2.1DifferencebetweenPunandAmbiguityOncewerefertopun,ambiguityalwaysappearsinourmindbecausetheyhaveaverycloserelationshipwitheachother.Becausepunandambiguitysharesthesamecharacteristics:thesamepatternofthelanguagewithtwoormoremeanings・Sotheyhavebeenconfusedforalongtime・Infact,they\ncanbedistinguishedfromeachother.Althoughthelanguagephenomenonofambiguitycanalsohavethefeaturethatonewordorasentencemaintainsmorethanonemeaningfromtheperspectiveofgrammarandpragmatics,theyaredifferentfromeachotheressentially.AccordingtoDoctorArchibaldA.Hill'sopinion,punshouldhavethreeconditions:doublecontext,hingeandtrigger.Ofabovethreeindispensableelements,doublecontextistheprerequisiteofpuns;triggeristhefactorcausingpunstohappen,andhingehastheabilityofcombiningthedoublecontextwithrealizingthelanguagefunctionoftherhetoricaldevice,suchashomophoneandhomograph（李冬梅,2004:91）.Forexample,thefamousadvertisementofMidea（美的）airconditioner——原来牛活口I以更美的!（刘文红,2006:166）.Here“美的isthehingebecauseitcanbeunderstoodintwodifferentways・Onthesurface,itactsasanadjective（meide）andmeanswonderful.Butthecontexthereistopromotetheproduct,so"美“勺”hasadeepmeaningreferringtothebrand（meidi）oftheairconditionerproduct.Andinthisadvertisement,thedoublecontextcontainsthefollowingtwomeanings:thelifecanbemorewonderfulandwonderfullifeisbroughtbyMideaairconditioner.Whenpeopleseethisadvertisement,theywillhaveanidea——Mideaairconditionercanmaketheirlifebetter,whichistrigger.Fromtheabove,weknowthathingeisthestartingpointofcomprehendingpuns.Itrequiresthesamewordorthesamesentenceshouldindicatetworelatedmeaningscorrectly.Eventheimplicitmeaningisnotveryclear,butaudiencescanunderstanditeasilywithalittleofthinking・Howeverwhenthesamewordorthesamesentencecannotshowitsexplicitandimplicitmeaningsclearly,itislikelytomakeaudiencesmisunderstand.Inthiscase,itisnotasuccessfulpun,butanambiguityphenomenon.Takethefollowingdialogueasanexample.Alittleboycameuptohismother,"Majhesaid,"Ihavesomethingtotellyou.Myteacherkissedme.""Well,wereyouagoodboyanddidyoukissherback?""Ofcoursenot!"hedeniedindignantly,t4IkissedherfaceZ,（胡厚元,2005:126）Accordingtothecontextofthisdialogue,“didyoukissherback?"saidbythemothermeansthelittleboyshouldkisstheteacher.Buttheboymisunderstoodandthoughttheword"back"herewasapartofpeople'sbody.So“didyoukissherback?"inthedialoguecannotpointtotherelatedmeaningrightly・Becauseofthereason,itcannotbetreatedashinge・Theexistenceofhingecannotdepartfromthedoublecontext,inwhichtwoaspectsarereasonable\nrespectively.Wecanregardtheexplicitmeaningasthesurfacecontext,andtheimplicitmeaningasthedeepone・Thustwocontextscoexistanddependoneachother.Butthepositionofthemisunequal.Theformeroneisthefoundationofthelatter,whilethelatteroneseemstobesublimatedthroughtheformer.Comparedwithpun,doublecontextexistsandthetwoaspectsarereasonablerespectivelyinambiguity,buttheylosetouchwitheachothe匚3・PragmaticsPrinciplesInthenextpart,thepaperwillanalyzetheadvertisingpunsthroughthepointoftheviewofpragmatics.Andthecharacteristicspeculiartopunswillbediscussedspeciallyonthebasisofthefollowingprinciples:Co-operativePrinciple,RelevanceTheoryandEconomyPrinciple・3JCo-operativePrincipleandPunsinAdvertisementsIn1975,abigstiriscausedbyaninfluentialarticleentitledTheCo-operativePrinciple・【twaspublishedbythefamouslanguagelearner,H.P.Grice,andbecauseofhiscontributionalargenumberoflinguisticpublicationsappearedduringthattime.AfamousassumptionwaspopularbecauseofGrice\article:syntactic,pragmatic,andsemanticrulesshouldbeobservedbyboththespeakerandtheheareriftheywanttocommunicatewitheachothereftectively・Andanideawasprovedthatbothspokenandwrittendiscourseisajointeffort.Soco-operationisabsolutelynecessary・ItseemsthatitisnothardformostpeopletocomprehendthemaximsofGrice'sCo-operativePrinciple.Thisprincipleiscommonlyemployedinspokenorwrittentexts.Moreover,itisnoexaggerationtosaythatweevencanfinditinanytextofanygenreinanylanguage・InthenextfewparagraphsIwillintroduceGrice\fourmainmaximsandtheirrespectivecharacteristics・'TheMaximofQualityTrytomakeyourcontributiononethatistrue,i.c.donotsaywhatyoubelieveisfalsedonotsaythatforwhichyoulackadequateevidenceTheMaximofQuantityMakeyourcontributionasinformativeasisrequiredforthecurrentpurposesoftheexchange(i.e.notmoreorlessinfomative).\nTheMaximofRelevanceMakeyourcontributionrelevant.TheMaximofMannerBeperspicuous,andspecifically:avoidambiguityavoidobscuritybebriefbeorderly".(JohnI.Saeed,2000:193)Toagreatextent,whethercommunicationcanbecarrieduptotheendisdeterminedbythesefundamentalmaxims.Sothecommunicationcanbreakdown,ifaspeakerviolatesoneormoreofthem.InGrice'sopinion,thespeakerandthelistenerbothshouldobeythesemaximsinordertocommunicateeffectively.Butinfact,peopledonotalwaysfollowtheaboveprincipleandsometimestheyviolateoneormoremaximspurposely.HerewewillhaveadiscussionthattheadvertisersdonotobservemaximsdeliberatelysothatadvertisingpunsarcformecLTakethefollowingadvertisementsforexamples.GoWell.GoShell.(付红桥,2004:139)ThisisanadvertisementforShellOilCompany.Herewell-whereisapairofhomophone.Twodifferentbutrelatedmeaningsareshownbytheadvertisingpun.Oneisthatthecustomersonlycanreallybenefit(well)fromitbybuyingtheproductsofShell.Theotherisaboutwherecustomerscanbuygoodproducts・TheanswerisShellCompanyundoubtedly.Assuchagoodadvertisement,itpromotestheproductsverysuccessfully.Thecustomerscouldhaveastrongdesiretopurchasethegoods・Inthisad,theadvertiserviolatesthemaximofMannerbyusingtheword“well"whichissimilarwiththeword"where"inpronunciation・Sinceadvertisingpunsareabitdifficulttounderstandforaudiences,whyaretheadvertisersfondofit?Amongthepossiblereasons,themostimportantoneisthatitshouldattractandholdanaudience^attention・Advertisingpunscanhelpadvertiserstoaccomplishthisaim.MosquitoByeByeBye.蚊子杀杀杀(张岩,2006:61)ThisisafamousadknowntoalmosteveryfamilyforlQidd(宙达)mosquito-repellentincense・Therearesuperfluous“Byes”intheadvertisement.ThesenseofhumoriscreatedthroughbreakingthemaximofQuantitydeliberately.Andtherepetitionofthewordforthreetimesdrawstheattentionfromtheaudience.Soitisnodoubtthatpeoplecanhaveadeepimpressionwhentheywatchasointeresting\nandspecialadvertisement.TheCo-operativePrincipleexplainswhyadvertisingpunsappearfromtheadvertisers?side.Howeveritcannotgiveusasatisfyinganswertothequestionwhytheaudiencescanunderstandtheadvertisement^realpurpose・3>2RelevanceTheoryandPunsinAdvertisementsAccordingtoDanSperberandDeirdreWilson'sRelevancetheory,theunderstandingoflanguageisnotonlyaninferentialcommunicationbutalsoaprocessofostensiveinference,whichistheprocessoftheinformationanalysisofthecommunicatorandtheaddressee（杨彬,2004:51）.Ostensiveinferencerequiresthespeakerpasshisinformationintentionandcommunicationintentiontothelistenerclearly.Whileinferentialcommunicationmeansthelistenershouldinferfromwhatthespeakersaidonthebasisofcommoncognitiveenvironmentwhichisasetofassumptionsavailabletohim.Sowhetherthecommunicationcanbesuccessfuldependsonthebothsides'commoncognitiveenvironmentcanmutuallymanifestornot.Atfirstthespeakergivesthelistenertheostensivestimuli,whichindicatesthespeaker^communicationintention・Intheprocessofinference,thelistenertriestopursuetheoptimalrelevanceaccordingtothestimuliandcognitiveenvironment.Sothecrucialfactorleadingtosuccessfulcommunicationliesinthepursuitofoptimalrelevanceonthepartofboththespeakersandthelistener.Asknowntoall,advertisingcommunicationisaspecialverbalcommunicationandalsocalledcovertcommunicationbytheJapanesescholar-—TanakaKeiko（LI-容辉，易华,2005:122）.Theadvertiseruseslanguagetopromoteproductsandtransmitmessagestotheaudience.Thentheaudiencethinksoverandidentifiestheinformationaccordingtothecommonsenseandcognitiveenvironment.Finallytheaudiencecanobtainoptimalrelevancetograsptheinfonnationintentionofadvertisers9.Thusthecomprehensionofadvertisingpunsisaprocessofpursuingoptimalrelevance,anditshouldobeythemodelofostensiveinference.Accordingtotheprincipleofrelevance,theoperationalwayofadvertisingpunscanbedescribedas:theadvertisertakeadvantageofpuns'characteristicstogivetheaudience^twolayersofmeanings,buttheaudienceeliminatesthemeaningofthesurfacestructureandgraspsthedeepstructureone・Theabovedescriptionistheprocessthattheaudienceidentifiestheadvertiser\infoimationintention.Becauseofpuns'features,itgenerallyneedsmoreprocessingeffortthandirectexpression.Crystal&Davyoncepointedoutthatadvertisementshavetwomainfunctions:oneisinformationandtheotheris\npersuading（杨彬，2004:51）・Buttheyarcnotequalinimportance・Informalionisinferiortopersuading,whichiscausedbythemainpurposeofadvertisements・Undoubtedly,advertisementsaremadenottoincreasetheaudience^knowledgebuttopromoteproducts・Becauseofadvertisements'promotionaim,theaudienceoftendistruststhecontentoftheadvertisements,soitcaninterrupttheostensivecommunication.Thisiswhyadvertisingcommunicationdiffersfromotherkindsofcommunication.Inthiscase,overtcommunicationwillbereplacedbycovertcommunicationfortwopurposes:oneistohelptheaudienceforgetadvertisements9promotionaim,andtheotheristoavoidsometaboosubjects（e.g.sexdiscrimination...）.Sotheadvertiserwouldliketoemployaneffectandhumorattention-attractingstrategytoimprovetheimageandhelptheaudiencetoacceptthetransmittedinformationbyadvertisements.Theabove-mentionedattention-attractingstrategyistheostensivestimuliputtedforwardbySperbe&Wilson.Thestimulicancatchtheaudience5seyessothathewilltrytoachievetheoptimalrelevance・Sopunningisoneofthebeststrategiesusedbyadvertisers・Inameanwhile,theaudience'seffortisnotgratuitous.Aftergraspingtheadvertiser^intention,hewillrealizethattheproductorservicecanbringbenefitstohim.Lookatthefollowingexample・买“银”得金（甘容解，易华,2005:122）Itisalottery-attachedsalesadvertisementforjieyin（in114）toothpaste・Howconsummatetheadvertisementis!Peopleareoverwhelmedwithadmirationforthesuperbadvertisingpun.Here,"银referstojieyin（洁银）toothpasteanditisparallelto"金二Soaquitecontrastofvalueiscreated・Ofcourse,theaudiencewillfallintothetemptationofthebenefit.Whatabigsurprise:ifhebuyssilver,hewillgetmorepricelessgold.Atthefirstglance,audienceswillfedstrange.Thenpeoplewithcommonsensehaveanideathatitisimpossibleforthemtobuysilverbuttobegiftedwithgold.Finally,accordingtocognitiveenvironmentandrelevanceprinciple,audienceswillachieveoptimalrelevance:"银"referstoji6yfn（洁银）toothpasteand"金"meansthebuyercanhavechancetowinthepriceinalottery.Fromtheaboveexample,itisclearthatthebasicassumptionofDanSperberandDeirdreWilsonisthatintheprocessofinterpretinginformationtheaudienceaimsatoptimalrelevancewithoutthinking."Inordertoachievetheoptimalrelevance,hewilltrytopickoutfromwhateversources,acontextinwhichtoprocesstheutterance・Here,theaudience'sexpectationofoptimalrelevanceisacrucialfactor:itenableshimtoselectanappropriatecontextfromabove-mentionedsourcesortoformnewassumptionsif\nnecessary,whicheventuallyleadshimtoaninterpretationconsistentwiththeprincipleofrelevance."（甘容辉，易华,2005:125）3・3EconomyPrincipleandPunsinAdvertisementsTheadvertiseremployingpunsinadvertisementsalsoobservesEconomyPrincipleputtedforwardbyLccch（王燕,2005:296）.ManyexpertsthinkLeech'sEconomyPrincipleisthenormofhumancommunicationbehavior.InPrinciplesofPragmaticswrittenbyhim,heonceexplainedthemainpointaboutEconomyPrinciple:Whentheinformationtransmittedissuccinctanditsmeaningiscompleted,theaudiencecansavetimeandenergyduringtheprocessofencodinganddecoding.Whydoestheadvertiserfavorpunsinadvertising?Firstly,“Printadvertisementsarespace-basedandspaceiscostly・Televisionadvertisementsaretime-basedandtimeiscostly.Punsarehighlyeconomical（twomeaningsforthepriceofonewordorphrase?5（甘容辉，易华,2005:125）Soaprolixstyleofadvertisementshasnothingtocouragesalesoftheproductsanditshouldbeavoidedbecauseitisawasteoftimeandinvestments.Becauseofadvertisingpuns'languagefeatures,advertisingpunshavebeenagoodmethodforadvertiserstosavemoney.Secondly,intoday'ssociety,withthequickstepoflife,peoplepaymoreandmoreattentiontoefficiency・Theyhavenotenoughtimetowatchprolixadvertisements・Advertisingpunsarecomposedmainlyofshortsentences,sotheycanmeettherequirementthatmessagesshouldbetransmittedquicklyandefficienty.Fortheabovereason,itiseasierfortheaudiencetosavetimeiftheadvertiseremploysthepunrhetoric.Thirdly,whentheaudiencereadsorwatchesadvertisements,hedoesn'thaveaclearaim・Andthememoryofadvertisementsisformedinmindunconsciously・Inthiscase,theadvertiserisrecommendedtoreducethequantityofmemorymaterialinordertoreachtheexpectedeffect.Inaword,punsarehighlyeconomical.Theycantransmitmessagesasmoreaspossible・Additionally,EconomyPrinciplecoincideswiththeprincipleofKISSinadvertisingwhichisstressedbyadvertisers.KISSPrinciplemeansthatkeepitshortandsweet（张岩,2006:61）・TanakaKeikooncesaidinhisworks:"Advertisingspaceiscostly.Economyisessential.Punsarehighlyeconomical（twomeaningsforthepriceofonewordorphrase）andareinfactmuchmoreofalabor-savingdevicethanmanyoftheproductstheyseektopromoted（付红桥,2004:139）Next,thepaperwillstatethatadvertisingpunsobserveEconomyPrincipleperfectlywithsomeexamples・\nI'mMoresatisfied.（WangHuiping,2006:30）Theword“More"inaboveadvertisementcontainstwolayersofmeanings:itisusedtoformacomparativeasaadverbandmodifiestheadjective"satisfied^;when"More”iswrittenincapital,itcanholdanothermeaning-™thebrandnameofthecigarette・Thisadvertisementisperfectbecausethecreatormakesuseofpunning.Obviously,itiseasyfortheaudiencetorememberthebrandnameoftheproduct,andatthesametimeheisquiteimpressedbytheproduct.Intheaudience'smind,anideaappearsthatcigaretteofMorewhichmakespeoplefeelmoresatisfiedisbetterthanothers.Althoughthewholeadvertisementiscomposedofonlythreesimplewords,itisbetterthanlong-drawn-outones・达克眼罩，一“明”惊人（廿容辉,易华,2005:123）Theadvertisementisforddke（达克）eyeshade・1（isdifferentfromsomeadvertisementsformedicalarticleswhichblowhowwonderfulthefunctionoftheproductsisandhowsuiprisingthecurativeeffectis.Butthisadvertisementonlyusesaword"明”tocombinethefunctionandthecurativeeffectoftheeyeshadeperfectly.TheadvertisertakesadvantageofapairofHomophone:“明“鸣"tocreateapunintheadvertisement.Thespecialadvertisementcatchestheaudience^eyessuccessfullyandgiveshimadeepimpression:whenshortsightedpeopleistreatedwithddke（达克）eyeshade,hewillbesurprisedtofindhiseyesbegintorecover.Meanwhilethefunctionoftreatmentamazestheworldwithitscurativeeffect.Undoubtedly,theadvertisementissuccessfulbecauseitispreciseandtothepoint.人类失去联想，世界将会变成怎样？（陈慧,2004:47）Hypotheticalsentencepatternisusedintheaboveadvertisementandemphaticeffectisachieved.Here,“联想referstonotonlythebrandname・-Lenovo,butthehumanbeing^spsychologicalactivityassociation・TheadvertiseremphasizestheLenovocomputerisasimportantaspeople'smentalassociation.Althoughthesentenceoftheadvertisementisshort,messagescontainedinitisplentiful.Twolayermeaningsappearintheaudience\mind:when"联想”isunderstoodasakindofpeopledmechanism,theadvertisementtellstheaudiencepeoplewithouttheabilityofassociationcancreatenothing,andwhenitisregardedasthebrandnameofcomputers,theaudienceishintedthatpeople'slifeisboringwithoutLenovocomputer,whileitwillbecolorfulwiththecomputerofthisbrandname・\n4.FunctionAnappropriatepunbringspeoplehumorandimaginationabouttheadvertisedproducts.Functionsofadvertisingpunsplayanimportantroleinrealizingattractiveeffect.Asameansofsalespromotion,advertisinglanguageshouldholdthefollowingfunctions:sellingpowerthatcanmakeaudienceshavedesiretobuytheproducts,memoryvaluethatgivesaudiencesadeepimpressionoftheproducts,attentionvalueaswellasreadability（周纟E,2005:66）・4.1IncreasingComedicEffectandNoveltyPunprovidesadvertisementswithinterestandtheabilityofdrawingtheaudience'sattention,whichisduetoitshumorandnovellanguagestyle.Advertisingpunsarethemajorcarriersofhumor,whichmakehumorouslanguagesabithardtounderstandandsettheaudiencethinkingwhilewatching.Sotheaudienceisdeeplyimpressedbythenoveltyandtheadvertiseremployingpunsleadstheaudiencetoconsiderwhattherealmeaningandpurposeofadvertisements.Fortheabovereason,comediceffecthasbeenachieved.Takethefollowingadvertisementsasexamples・不打不相识（张利莹,2006:81）Itisanadvertisementforthetypewriter.Suspenseiscreatedskillfullywithapunandtheaudiencecannothelpbeingkeptinthesuspense:whatproductspeopleareacquaintedwithowingtoafight.Whentheaudienceknowstheadvertisementisforatypewriter,hesuddenlycomprehendstheword"扌丁”doesn'trefertothefightbutmeanstyping.Sotheword"扌丁"emphasizestheproduct'sfunctionandatthesametimegivestheaudienceavividimage・Itmakestheadvertisementachievehumorousandwittyresults・实不相瞒，天仙牌的名气是吹出来的（张利莹,2006:81）Thisadvertisementisforelectricfanoftianxian（犬彳山）brand.Undoubtedly,theaudience^eyesarecaughtbytheChineseword"吹；whichmeansboastonmanyoccasions・So“吹'isataboowordfortheadvertisertouseinadvertising.Theaudiencefeelscurioustoknowwhytheadvertiserdamagestheproductimageandclaimsthewell-knownfameisachievedbyboasting・Soon,hecangettheanswerafterponderingoverthisquestion・Heremeansthefunctionoftheproductblowingthewind・Customersbelievethatwhetheranelectricfanissatisfyingdepends\nonthefunctionofblowingwind.Theadvertiseremploystheword"吹"whichcanbeunderstoodintwodifferentwaystocreateasuccessfuladvertisementandgivetheaudienceagoodimageoftheproduc匸Fromtheaboveexample,itisprovedthatsuspensemakescommoninformationappearmoreattractive.Forexample:康乐为我出气康爪牌抽油烟机消除厨房油烟（张利莹,2006:81）Twoadvertisementsherearebothforrangehoodof"康乐・Whichoneisbetter?Itiseasytogettheanswer.Althoughthelanguageofthesecondadvertisementismoreaccuratewhenitdescribesthefunctionoftheproduct,itisveryinsipidandunattractive.Thusthisisnotasatisfyingone.Incontrast,thefirstoneiscomposedofonlysimplewordsbutusesapunwithtwowords“出气".Ontheonehand,itstressesthefunctionoftheproductexhalingtheoilgas;ontheotherhanditleadstheaudiencetoassociatetwowords"出气"withtheactivityofventingstrongemotion.Thereforethestrongeffectoftheadvertisementisachievedbyitshumorandnovellanguagestyle.IncreasingthePowertoMovetheFeelingsAsocialenvironmentwhichisfullofloveandsympathyislongedforbymostpeopleintheworld.Andthedreamisalwaysshowninadveilisements.Manycharitableinstitutionsmakeuseofthecommonhopeofpeopletomakeadvertisementsandhelppeoplewhoneedhelp.Hereisanexample・Haveaheart,playapart.（周红,2005:69）Theaboveadvertisementisforfoundationofheartdisease・Theaimofthisadvertisementistohelpthosepoormenwhoaresufferingfromheartdisease.Heretheword44heartMnotonlymeansanorganofpeople'sbodybutalsoreferstothefeelingofmercy.Moreover,"Haveaheart,playapart'、isacertiiinphrase,whichalwaysinducespeopletodogooddeeds・Theadvertisercombinesdoinggooddeedswithanicespirit.Thusastrongpowerofappealiscreated・IncreasingtheReadabilityandtheValueofMemoryinAdvertisementsAIDAPrincipleforcreatingadvertisements,whichisbuiltupbyE.S.Lewis（王燕,2005:296）containsfourbasicrequirements:LAttention,2Interest,3.Desire,4.Action-Ofthose,"Attention"istheleadingrequirement.Becauseofthisprinciple,thevalueofmemoryisveryimportant.Theaudienceneedsmoretimetocomprehendthedoublecontextinadvertisements・Inthiscase,therequirementof\n“Attention”canbemet.Theprocessofconsideringtheadvertisingpunsisalsotheoneofrememberingtheproduct.Duringthattime,iftheaudiencecannotunderstand,maybehewillaskotherstohelphimencodethepuns・Ifso,propagatingisachieved・Afterhecomprehendstheadvertiser'sintention,hewillrealizethattheproductorserviceisbeneficialtohim.Atthesametimehegetsasenseofachievementthroughtheprocessofencoding.Thereforeadvertisingpunsareusefultomaketheaudienceapprovetheproducts・让我们挣点干净钱（陈慧,2004:48）Firstly,thisadvertisementemphasizesthebusinessscopeof"保沪厂company.Inthisway,thepuiposcofpropagatingisachieved・Secondly,itdirectsatsomerottenphenomenaintoday'ssocietybycriticizingthosepeoplewhoearnmoneyagainsttheirconscienceandsoul.Theadvertisementmanifestssocialresponsibilityandadvicespeopletogetmoneyinarightway.Onlyadvertisingwordslikethatcanmovetheaudiencesoastogetthebesteffectonsales・5.ConclusionTheAdvertisingpunningisoneofthemostimportantrhetoricaldevices・Itnotonlyshortenstheadvertisementsbutdrawstheaudience'sattentioneffectively.Meanwhile,Advertisingpunningisagoodwaytohelptheaudienceremembertheproductsandtheadvertisements.Inthispaper,aresearchabouttheoperationalwayofadvertisingpunsiscarriedoutbyemployingadvertisementsasillustrationsonthebasisofsomepragmaticstheories・TheadvertiserviolatesCooperativePrincipleandobservesRelevanceTheoryandEconomyPrincipleinordertorealizetheadvertisement^aims（甘容辉，易华,2005:121）.Thispapercouldbeusefulandhelpfulforthereaderstocomprehendadvertisingpunsandsomeparticularfeaturesofpunsdeeply,sotheycanemployadvertisingpunseffectivelyintheirdailylife.Ofcourse,punsareworthyoffurtherexploringandstudyinginadvertising.ReferencesJohnI.2000.Semantics[M].ForeignLanguageTeachingandResearchPress・KanakaKeiko.1994.AdvertisingLanguage[MJ.Longman.KanakaKeiko.1992.ThePuninAdvertising:APragmaticApproach[MJ.Lingua・WangHuiping.2006・OnPragmaticTranslationofAdvertisementsinLightofRelevanceTheory[J].LinguisticsNo.1028-34.陈S.2004.广告语中双关手法的运用[J].成都理工大学学报（社会科学版）2:46-49.\n方薇.1997.现代英语广告教程[M].南京大学出版社.付红桥.2004.简析广告中的双关语[J].重庆工学院学报3:138-140.甘容辉，易华.2005.广告双关语的语用[J].湖南经济管理干部学院学报3:121-125.胡厚元.2005.英语中的“双关”与“歧义”[J].皖西学院学报4:125-127.李冬梅.2004.修辞格双关“小议”[J].闽西职业大学学报3:90-93.刘文红.2006.关联理论视也下的英汉广告双关语[J]•湘潭师范学院学报.4:165-166.王燕.2005.英语广告双关语的运川技巧及其语川分析[J].湖南科技学院学院学报10:295-296.杨彬.2004.从关联理论看英汉广告双关语[J].山东外语教学5:51-53.周红.2005.英语广告双关语的运用技巧及其语用功能[J].国际关系学院学报1:66-69.张利莹.2006.广告语言中的双关[J].湘南学院学报1:80-82.张岩.2006.双关语在广告中的语用分析[J].山东电人学报3:60-61.