【導(dǎo)讀】語言技巧來達(dá)到這一目的。雙關(guān)語作為一種獨特的修辭手段，在廣告中應(yīng)用廣泛。聯(lián)理論，對英語廣告雙關(guān)語的理解進(jìn)行分析與闡述。對于廣告商青睞雙關(guān)語的原因，作者認(rèn)為雙關(guān)。語有一定的語用功能。本研究表明雙關(guān)語在英語廣告中有種八種功能：一是傳遞功能；二是吸引受。是有效提出警告；八是保持記憶效果。本文通過對廣告的剖析不僅加深了人們對廣告雙關(guān)語的認(rèn)識，而且能使廣告更好地運(yùn)用廣告雙關(guān)語。

　　

【正文】 analyze puns in advertisements, the author adopts some qualitative and quantitative methods to prove the theory. She collects some materials for the present investigation. The materials are collected mainly from books and articles on advertising munication written by foreign and Chinese authors as well as from newspapers and magazines. Moreover, the data are all English. Normally, the advertiser would pay attention to the headlines and slogans which serve the function of attracting the attention and gaining favor of the audience, so what under discussion are mainly headlines and slogans of the advertisements. The illustrations or the pictures will not be involved in principle, but sometimes a little explanation will be necessary for the purpose of making thing clear. However, the data will be recorded in the order they are presented in the printed media to the best of the author’s ability. The author finds out some examples of puns in the magazines, newspapers and inter, such as , , and so on. They include all kinds of advertising. They are divided into four groups according to the classification. And they are divided into four groups according to the 14 differences in interpretation. Conclusion will be draw through the analysis of the data collected and at the same time, the analysis will be conducted on the basis of Relevance Theory. Other Related Studies of Puns in Advertising In the rhetorical field, pun is classified from two aspects: the use of a word a way as to suggest two or more meanings or different associations, or the use of two or more words of the same sound with different meanings, so as to produce a humorous effect. To pun is to play on words, or rather to play with the form and meaning of the words, for a witty or humors effect. According to Wen Jun, puns are classified into the following five types in terms of linguistic formation. They are Homophonic pun, Paronomasia, Antanaclasis, Sylleptic pun and Asteismus. While according to Tanaka, puns could also be considered under four headings. They are nonsense puns, puns with rejected interpretation contributing to the intended one, innuendo puns and puns with two municated meanings. However the boundaries between these types of pun are far from clearcut, and are rather a matter of degree. In addition, there are some puns in which proverbs and idioms are widely used or quoted in them, so the author calls them “parody puns”. These puns are the recreations of the readymade proverbs and idioms in our daily life. Parody puns could stimulate the assumptions of related proverbs or idioms in the 15 audience’s mind without too much effort. Compared to the plain saying, parody puns is more attractive, so it often appears in the advertisement to arouse the audience’s attention. The interpretation of parody puns is quite different from that of other puns. Therefore referring to other scholars’ classification, the author classifies puns into four types according to the differences in interpretation. Classification of Puns The analysis will be conducted referring to the ostensiveinferential munication model based on the Relevance Theory. Puns could be classified according to the differences in the interpreting process. In the first type, puns with one intended interpretation, the puns’ initial interpretations are nonsensical and have to be rejected in favor of another intended interpretation. In the second type, puns with rejected interpretation contributing to the intended one, the rejected interpretations of the puns help the audience to get the intended meaning of the advertiser and obtain additional contextual effects. The audience knows that an advertisement that an advertisement is designed to make a favorable claim about a product. If the first accessible interpretation does not yield such a favorable claim, the audience will search for the intended interpretation. But the rejected interpretation is not totally abandoned, it triggers the recovery of some encyclopedic knowledge which needs to be activated in the interpreting process of puns. While in the third type, puns with double intended 16 interpretations, the puns boast two municative interpretations are appropriate and applicable to the present utterance and neither has to be discarded. The last type is parody puns, and the old assumptions of the proverbs and idioms used in the puns may be renewed in the advertisement. The audience’s familiarity towards the proverbs and idioms may help to overe the distrust between the advertiser and the audience to some extent. And the audience’s understanding of the proverbs and idioms in parody puns may help them get the intended interpretation of the advertiser. Parody puns in advertisements could easily activate the audience’s deep thinking about the advertisement, and a longer memory of the product would be kept in their mind. In order to make the analysis clearer, the author would cite some typical example of English advertisements to illustrate the interpreting process of puns. Puns with One Intended Interpretation In the following examples, the initial interpretation is not consistent with the principle if relevance due to the absurd or nonsensical punning associations. Thus the initial interpretation is rejected by the audience in favor of another interpretation, which is the one intended by the municator. Example 1: Money does not grow on trees. But it blossoms at out branches. (Ad for Loyal Bank) After reading, the first interpretation the audience would probably take is 17 that, “Money does not grow on trees. But it blossoms on the branch, which is part of the tree.” This would be the most accessible interpretation, as “branch” is a stereotypical part of a plant in the audience’s mind. But the audience may wonder