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ruit “apple” with the puter brand “apple”. The adviser try to say that kids should use the “apple” puter after school, just as they have better have an apple after school. 3) The violation of the maxim of relation The demand of this maxim is to make sure that contents involved is connected in munication. For example: Less bread. No jam. This is an advertisement of London subway. Literally, it means “eat less bread, and don’t need jam”. It seems that there is not any connection with the subway. “Bread” can also mean “money”, and “jam” can means “traffic jam”. So the real meaning of this advertisement is “Spend less, no traffic jam”, and this is just the benefit of the subway. 4) The violation of the maxim of manner Complying with this maxim, we should talk clearly and concisely, and avoid being obscure, ambiguity, longwinded. We should make sure everything is in order. .: She wants to put her tongue in your mouth. 11 This line appears in the advertisement only with a middleaged woman’s picture. We may bee very curious about what it try to express. In fact, it’s the advertisement of the Hong Kong Learning Language Center. The word “tongue” not only means “the part in one’s mouth”, but also means “l(fā)anguage”. 4. Relevance Theory and Puns Relevance Theory is proposed by French scholar Sperber, D. and English academic Wilson, D. which is the simplification of Grice’s Cooperation Principle. It does a deep research on the guidelines for the relationship of the cooperation principle. It says that the contextual effect and other two principles are the foundation of the Relevance Theory. Those two principles are cognitive principle and municative principle. The Relevance Theory suggests that munication is a process of ostensive inference, a cognitive process for the audience to identify the municator’s intention. The Relevance Theory not only can be used to analyze the usual discourse, but also can be used to analyze puns. On the point of Relevance Theory, no matter what kind of the pun is, the understanding of the pun is the process in which the listener is searching the best relevance between the discourse and the context. For example: The Sun Sets for Last Time. This is the headline of the news that the English tabloid “The Sun” in Hong Kong stopped publication. “The sun sets” not just means the usual scene of sunset, but also is the metaphor of the news. The process to analyze this sentence is: a. The sun sets for the last time. (vocabulary information) b. This is a news headline. (context information) c. “the sun” has the meaning “the large round body in the sky which gives warmth and light”, and in this line, it is also the name of a English tabloid in Hong Kong. (vocabulary information) d. The tabloid “The Sun” sets for last time. (vocabulary information) e. The tabloid “The Sun” published for last time. (logic information) 12 f. The tabloid “The Sun” will stop publishing. (logic conclusion) Sagging Spirits in Scotland. This is also a headline. The news is about the Scottish wine business is in depression, and wine factories go bankrupt. In this headline, the writer tried to tell us that not only the output of wine declined, but also the people of this business were in depression. The readers’ process of interpreting this discourse is like this: a. Scotland is in a depression. (vocabulary information) b. This is a news headline. (context information) c. “Spirit” means not only “mood, feeling”, but also “alcohol”. (vocabulary information) d. Scottish wine business is in depression. (vocabulary information) e. Scottish wine business is in depression, thus the wine factories collapse. (logic information) f. Owing to the bankrupt of many wine factories, workers there lose their jobs, they are sad. (logic conclusion) 5. Conclusion As a branch of rhetoric, pun has taken an important role in the language study. We can not look down upon it. With the special characteristic and the historical cultural background of English, it can express the sense of humor, irony and implicit to develop the vividness and meaningful effect. If people can use puns wisely and rightly according to different occasions and objects, then they can not only make the language humorous and vivid, but also reach the effect of ridicule, sarcastic and taunt. And it can help people to fight with their enemies with words. The use of puns in literature works makes the words vivid and implicit. So it can provoke the readers to think deeply of the implicated meaning of the articles. Nowadays, the use of puns has got into many fields of our life。 we can not ignore its presence. On the contrary, we should try our best to learn and use it in our daily life. It will really make our discourse more interesting and full of wisdom. 13 Works Cited Agnes, Michael E. Webster?s New World Dictionary. Pocket, 2020. Cohn, Ronald amp。 Russell, Jesse. Oxford English Dictionary. Book on Demand, 2020. Grice, H. P. Logic and Conversation, in Cole and Man. New York: Academic Press, 1975. Leech, G.. N. Principles of Pragmatics. Longman, 1983. Longman Dictionary of Cotemporary English. Longman, 2020. Peccei, J. S. 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