摘要
双关语是广告文体中十分常用的一种修辞手法,它不仅能使广告语言简炼、丰富、诙谐,而且能使广告引人注意,便于记忆。从语用学的合作原则及关联原则出发,着重阐明其运作方式及读者的解码过程。
Punning is one of the most common rhetorical devices used in advertisements,which can draw the attention as well as make the advertisementsmore brief,more meaningful,more humerous.Based on Cooperative Principle and Principle of Relevance,the present paper attempts to demonstrate how English advertising puns work and how the readers interpret them.
出处
《湖南人文科技学院学报》
2004年第S1期123-124,128,共3页
Journal of Hunan University of Humanities,Science and Technology
关键词
双关
语用特征
合作原则
关联原则
puns
pragmatic characteristics
Cooperative Principle:Principle of Relevance
