广告中双关语的语用功能和运用技巧

　　〔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
　　ThefrequentandwideuseoffiguresofspeechisanimportantcharacteristicofadvertisingEnglish，whichisaneffectivewaytomaketheadvertisementattractive。Amongthefigures，punisloveddeeply。OxfordAdvancedDictionarydefinespunashumoroususeofawordthathastwomeaningsorofdifferentwordsthatsoundthesame。〔3〕Apun（alsoknownasparonomasia）canbeunderstoodlikethatitisadeliberateconfusionofsimilarsoundingwordsofphrasesforrhetoricaleffect，whetherhumorousorserious。Itleavesadeepimpressiononreadersbyitsreadability，witandhumor。Itcansatisfytherequirementofadvertisementcharacteristicssellingpower，memoryvalue，attentionvalue，andreadability。Sopunisverypopularinadvertisement。Thearticlejustwantstopresentthepragmaticfunctionandapplicationofpuninadvertisement。
　　2。Typesofpuninadvertisement
　　Apunisarhetoricaldeviceinwhichpeopleusethepolysemous，orhomonymousrelationofalanguagetocauseaword，asentenceofadiscoursetoinvolvetwothingsofmeanings。Ithasseveraltypes。
　　2。1PunonPolysemy
　　Whiledifferentwordsmayhavethesameofsimilarmeaning，thesameonewordmayhavemorethanonemeaning。Thisiswhatwecallpolysemy，andsuchawordiscalledpolysemicword。Historicallyspeaking，polysemycanbeunderstoodasthegrowthanddevelopmentoforchangeinthemeaningofwords。〔4〕Punonpolysemyisusedwidely，especiallywiththenameoftheproductsuchasthefollowingexamples：
　　〔1〕Fromsharpminds。Comesharpproducts。〔5〕
　　TheexampleisanadvertisementfortheSharpcopier。Thewordsharppraisestheconsumers’brightness，butalsoreferstotheSharpproduct。Theadvertisementpraisestheconsumerswhoaresharptobuytheproductwhichissharp。Thevanityoftheaudiencesisarousedandtheywanttouseittoshowtheirwise，andalsotheybelievetheproductisreallysharp。
　　〔2〕Moneydoesn’tgrowonthetrees。Butitblossomsatourbranches。LioydBank。〔6〕
　　ItisthesloganofLioydBank。branchmeanspartofatreegrowingoutfromthetrunk，buthereitimpliesthepisionofbank。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〕
　　TheadvertisementofsportshoesusesthehomophonicwordVIPs。Asweknow，VIPusuallystandsforveryimportantpersons，while，here，itstandsforVariableImpactPressureSole。ItimpliesifyouuseVIPs，youwillbeaVIP。ThewordVIPs’motivatestheaudiences’vanityandinducesthemtobuytheproduct。
　　〔4〕Trustus。Over5000earsofexperience。〔9〕
　　Itisanadvertisementforaudiphone。Theliteralmeaningisthattheproducthasexperiencedalotoftexts。Whileearsandyearsareapairofhomophone。Soitimpliesthattheproducthasalonghistoryandhashighquality。
　　〔5〕Goodbuy
　　Winter！
　　100cottonknitwear40〔10〕
　　Itisanadvertisementforthesaleofwinterclothes。Theadvertisementseemstopeoplethatitsagoodandcheaptobuycottonknitwear。Butwhentheaudiencesreadgoodbuywintertogether，theywillunderstandthegooduseofpun。Goodbuywintersoundsthesameasgoodbyewinter。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。Englishhasalotofwellknownphrases，idiomsandsayings。TheyareimportantpartofeverydaylanguagespokenbytheEnglishspeakers，andhavebecomeoneoftheaspectsoftheEnglishculture。Theadvertisementdesignersaresharpmindedandimaginative。Theychangeapartoftheexpressionsandputtheirideasintothemtoachievesensationaleffect。Andmostofthemachievearemarkablesuccess。Thetransformationsarenotonlyeyecatching，butalsoeasytobeacceptedbythecommon，whowilldoaccordingtothetradition。Asthesayingsofidiomshavebeenonepartofthetradition，thepeoplewillbeeasilypersuadedbytheadvertisementworksofthiskind。Sopunonparodyispopularinadvertisement。
　　〔7〕AMarsadayhelpsyouwork，restandplay。〔13〕
　　ItisthesloganofMarschocolatecompany。Lookingatthisadvertisement，peoplewillassociateitwithtwoidioms：AnappleadaykeepsthedoctorawayandAllworkandnoplaymakesJackadullboy。Fromthemeaningsofthetwoidioms，thewatchwordtellspeoplethataMars’chocolateadaywillmakeyounotbeadullboy（makeyouwise）andkeepthedoctoraway（keepfit）。
　　〔8〕Tryoursweetcorn，you’llsmilefromeartoear。〔14〕
　　Itistakenfromtheadvertisementforakindofsweetcorn。Thewordearhasdoublemeanings：theorganofhearingandtheseedbearingpartofacereal。Teidiomfromeartoearalsoisapun。Onemeaningisthatpeoplearesatisfiedwiththeproduct。Theotheroneisthattheconsumerseatoneearbyanother。Sotheadvertisementimpliesthatthesweetcornisverydelicious，andyouwillenjoyitandeatingonebyone。Howcanpeoplerefusesuchdeliciousfood？
　　〔9〕Alliswellthatendswell。〔15〕
　　Thisisanidiom，buthere，itistakenfromanadvertisementofacigarette。End，asaverb，meansfinish，while，asanoun，meanscigarettebutt。Thesentencemeansthatifthecigaretteendsaregoodthatthecigaretteisgood。
　　2。4PunonGrammar
　　Manyadvertisersusepunproducedforgrammarproblemtoattracttheaudiences，suchasellipsisorwordwithdifferentgrammarfunctions。Ifthistypeofpuncanbeusedproperly，itwillachieveunexpectedeffect。
　　〔10〕WhichlagercanclaimtobetrulyGerman？
　　Thiscan。〔16〕
　　ItisanadvertisementforLagerbeer。Canisamodalverb。Butintheadvertisement，acanofbeerbesideitremindspeoplecanhasanothermeaningtin。AlsoLagerreferstothenameofbeer。Withtheillustration，thewholeadvertisementbringsahumorouseffectandimpressestheaudiencesdeeply。
　　TheCocacolacompanyalsousescantodotheiradvertisement。
　　〔11〕Cokerefreshesyoulikenoothercan。〔17〕
　　Justlikelastexample，canhasdoublemeanings，sothesentencecanbeunderstandlikethatCokerefreshesyoulikenoother（can；tin，drink）can（refreshyou）。Itimpliestheirproductisthebestone。Ofcourse，peopleliketobuythebestone。
　　2。5PunonIllustrationandWords
　　Alotofadvertisementassociateswithillustrationsandwordstoachievebettereffect，especiallyonTV，becausepeoplearemoreeasilyattractedbypicturesthanwords。Theillustrationsandwordscanhelppeopletounderstandtheadvertisementfully。Punintheadvertisementmustbeconnectedwithillustrationsandwords，sopeoplecanunderstandtheimpliedmeanings。Forinstances：
　　〔12〕50OFF。〔18〕
　　ItisashopwindowadvertisementofEspiritexclusiveshopinShanghaifrom2001andspringfestival。Theillustrationisapicturewithsixlights，threeonandthreeoff。Fromtheillustration，peopleknowitdoesnotonlymeanahalfofthelightsareoff，butalsomeansthewholesalediscounts50。Theillustrationandwordsarevivid，andattractthepassersby’attentionmoreeasily。
　　〔13〕Stopattwo。〔19〕
　　Itisthetitleofanpublicserviceadvertising（PSA）whichthePopulationandcommunityDevelopmentAssociation（PCDA）ofThailandusestoadvocatethecoupletohavechildrennomorethantwo。TheillustrationisthephotoofWisternChurchillwhoformedaVletterwithhisforefingerandmiddlefinger。ThegestureVmeansvictory。Sopeoplealsocanunderstandthatitisavictorytohaveonlyonechild。Thispictureisfamous，sopeoplewillrememberiteasily。Toachievethesuccessoftheircountry，peoplemaymoreliketocontrolthepopulation。
　　3。Pragmaticanalysisofadvertisementpun
　　Fromanalysesabove，peoplecanunderstandthatapunusuallyusesonewordinasentencerelatingtodoublemeanings，surfacemeaningandimplicitmeanings，whichisthemainideathespeakerwantstoconvey。Theadvertisersliketousethedoublemeaningstoproduceambiguity。While，analyzingfrompragmaticmaxims，itbreachesCooperativePrinciple。Justlookatanotherexample：Intheadvertisement，gonutsmeansgotobuynuts，hereintheadvertisement，italsomeansgocrazyinthedailyEnglishexpression。AndNuxisthenameoftheproduct。SoitmeansthenutswillmakeyoucrazyifyoubuytheminNux。TheuseofpunviolatestheCooperativePrinciple，butwhatisCooperativePrinciple？
　　3。1CooperativePrincipleInordertoexplainfurtherthecooperativeprinciple，abbreviatedasCP，GriceborrowsfromtheGermanphilosopherImmanuelKantfourcategories：quantity，quality，relationandmanner。Thatis，theCPisspecifiedfromfouraspects。Andthecontentofeachcategoryisknownasmaxim。a。Makeyourcontributionasinformativeasisrequired（forthecurrentpurposeoftheexchange）
　　b。Donotmakeyourcontributionmoreinformativethanisrequired〔23〕
　　Thatistosaythequantityoftheinformationyougivemustsuitfortherequirement，noless，nomore。Forinstance，ifyougotobuyonepen，buttheassistantgivesyoutwopens，hebreachestheQuantity。Becauseheshouldgiveonepentoyouthatyouwant。a。Donotsaywhatyoubelievetobefalse
　　b。Donotsaythatforwhichyoulackadequateevidence〔24〕
　　Itmeansthatthespeakercan’ttellliesbutonlycansaythatwhichhasbeenprovedtoberightfact。However，ifthespeakerthinkswhathesaysisright，butinfactitisfalse，hestillobeystheprinciple。Giveyouanexample，ifsomeoneasksyoutogoshoppingwithhim，butyoudon’tliketo，soyoutellhimthatyouhaveameetingtonight。Atthistime，youviolateQuality，foryouhavetoldliestoyourfriend。Thatmeanswhatyousaymustberelevant。Forexample，whenyouarehungry，youdon’texpectyoupartnergivingyouabook，butacake，becausecakeisrelevanttoyourfeelingatthissituation。
　　3。1。4Manner
　　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。TheadvertisementbreachestheMannerMaximavoidambiguity，forhappinesshasdoublemeaningshere：delightandthenameoftheproduct。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，theywouldfindTobottlethespirithastwomeaningshere：oneistobottletheliquor；theotheristoputtheCanadianspiritintothisliquor。TheadvertisementbreachesMannerMaximbutarousespeople’scuriosity。Punintheadvertisementhasagreatfunction。
　　4。Thepragmaticfunctionofpuninadvertisement
　　Punhasalotofadvantagessuchasconciseness，witandhumor，noveltyandvividness。Itproducesaparticularlyrhetoricalandpragmaticeffectwhenpeopleusethelanguagecreativelyinaspecifiedcontext。Theproperusecanmaketheadvertisementimpressiveandattractive。
　　4。1Witandhumor
　　Pun，thegameofword，produceswitandhumoreffecttoattracttheaudiences’attentionandinspirestheirassociation。Intheageofrapidrhythm，advertisementwithpunlikeaspicemakespeopleenjoythemselvesintheadvertisingatmosphere，andreducestheirpressureinarelaxedenvironment。
　　〔21〕WhenthewindhasabiteandyoufeellikeabitethenbiteonawholeNut。〔33〕
　　Thewordbitehasseveralmeanings：grip，food，andeat。Thewholesentencemeansthatwhenthestrongwindhurtsyouandyouareveryhungry，justeatsomeNut。Afterdayworking，peoplewouldfeeltiredandhungry，whiletheadvertisementisjustthesituationofthem。Therefore，theywouldbeattractedtobuytheproduct，sotheywillnotsufferhungerafterwork。Also，thesentencesoundsliketonguetwist。
　　〔22〕ExcellentTaste！〔34〕
　　ItisawordinanadvertisementforawhiskeyproductJamson。Intheadvertisement，whentheherodranktheJamsonwhiskeythattheheroineintroducedtohim，hesaid，ExcellentTaste。Generallyspeaking，tastemeansfavor，buthere，anothermeaningistheabilitytoappreciatewhatisbeautiful。Sotheadvertisementmeans：thiskindfwhiskeyasgoodflavor；theheroinehashighappreciation。Theadvertiserusespuntopraiseboththeproductandtheconsumerswhochoosetheirproduct。Itcatersforpeople’vanityandinducesthemtobuytheproduct。
　　4。2Creativenessandoriginality
　　Thisistypicalofadvertisinglanguage。Anadvertisementhasahighdemandofdictioneverywordplayinganimportantrole。Ifhumanemotionshavetobeinspired，thewords，stronginexpressingemotions，willbechosen。Inadvertisement，originalityisking。Anewwayofsendingmessagecansetabrandapartfromcopycatsandalsorans。Soitisimportanttousesomethingnovelsuchascoinageintheadvertisementtodrawpeople’attention。Normally，anewcreatedwordacceptedbyreaderscanenhancethefreshnessandattractionoftheadvertisement。Goodadvertisersusecoinagetorefreshtheadvertisementandtoachieveitspropagandistpurpose。
　　〔23〕CabFourward。〔35〕
　　ItisanadvertisementtitleofRamCarproducedbyDoqicompany。Thewordfourwardsoundslikeforward。Connectingitwiththepictureintheadvertisement，peoplewouldknowwhyituses‘fourward。Becausethefourdoorsofthiskindofcarcouldbeopenedfromfourdirections。Theadvertisercreatesthewordfourwardfromforwardtoshowthespecialityofthecar。
　　〔24〕CatchtheRaincheetahandcheattherain。〔36〕
　　ItisanadvertisementinTorontoDailyStar。ThepunnywordRaincheetah，thenameoftheraincoat，soundslikeraincheaterwhilethewordraincheaterderivesfromwindcheater。Thewordcheatinthesentencemakesitwonderfulandletpeoplefeelthatthiskindofraincoatcanprotecttheconsumerswell。Pungivespeopleimpressionofnoveltyandinterest。
　　4。3Satisfyingpeople’srequirementofbeauty
　　Agoodadvertisementisatextfromwhichpeoplecanappreciatetheartoflanguage，especiallyadvertisementusingpun。Puninadvertisementisorderlyandantitheticthatmakespeoplefeeltheaestheticmodalityoflanguage。Thecharactersofpun，suchasvividness，witandhumor，pleasurepeople’sspiritandletthemenjoythebeautyoflanguage。Forinstance：
　　〔25〕Giveyourhairatouchofspring。〔37〕
　　Itisanadvertisementforshampoo。Thewordspringhereisveryvividandlikeapictureinpeople’mind：afterusingtheshampoo，thelonghairbecomeselasticandshining。Whenyoustandthere，yourhairwillgowithwind。Everyonelikesbeauty，sotheadvertisementcatersforpeople’desireandinducesthemtobuytheproducttomakethemmorebeautiful。
　　4。4SatisfyingtherequirementofsocietyEconomy
　　Withtherapiddevelopmentofthesociety，peoplebecomebusierandbusier，sotheyrequireshortandeasyrememberedadvertisementtosupplythemessagetheywant。Buthowtoimpresstheaudiencesisaquestion。Theanswerisusingpun。Butwhyispunespeciallyfavoredbytheadvertiser？Themainreasonsasfollowing：
　　Firstly，advertisementispaidmessage，withlimitedspaceandtime，soitdoesn’tallowverbiagetowastetheinvestment。Punwithdoublemeaninghasthecharacteristicofsmallcarrierbutplentyofconnotations。Soitisveryeconomic，effectiveandmoneysavingtotheadvertiser。
　　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，peoplewouldassociateitwiththeproverbTobeorknottobe，that’saquestioninHamlet。Shakesbeeristhenameofthebeer，butitsoundslikeShakespearewhoisknownnearlyallovertheworld，soitiseasyforpeopletoremembertheShakesbeer。AndthewordsaidbyHamletisalsoveryfamous，especiallyinwesterncountry。Thesentenceisshortandthepatternisfamous，sopeoplewillremembertheproductnaturally。
　　〔27〕Gowell，GoShell。〔40〕
　　ItisanadvertisementforShellOilCompany。Wellsoundslikewhere，soitimpliesthatgotoShellcompanytobuyoil。Onlyfourwordsareusedintheadvertisement，butexpressthemeaningfullyandimpresspeopledeeply。Imaginethatoneday，whenyoudriveyourcar，suddenly，theoilisrunout。Soyouarewonderingwheretogo，then，ofcourse，youwillrememberthewordsGowell，goShell。SoyouwillgotoShellatonce。Theslogansimpresstheaudiencesdeeplyandpersuadethemtobuytheproductinvisibly。
　　〔28〕MakeTimeForTime。〔41〕
　　ItisanadvertisementforTimemagazine。Theadvertisementusesthepunonhomonymyofthewordtimetorefertwomeanings：commonsenseoftime，andthenameofhemagazine。TheadvertisementmeansthatreadTimemagazinetoseizetime。Inthesocietyfullofcompetition，timeisimportantandmagazinesalsoplayanimportantrolewhichpeoplehavetoreadtobroadentheirview。WhileTimemagazinewillnotonlybroadenview，butalsosaveyourtime。Itsatisfiespeople’srequirement。
　　4。5ImplyingWarning
　　Someadvertisementsimplywarming。Puncanmakethewarmingvividandeffectivesothatpeoplecanpayattentiontoit。Forinstances：
　　〔29〕Betterlatethanthelate。〔42〕
　　Itisapublicserviceadvertisingoftraffic。ItderivesfromtheproverbBetterlatethannever。Inthesentence，thelatemeansthedead，anditremindsthedriverstodriveslowlyandcarefully。Theadvertisementwithpunherehasmorepowerfultopersuadethedriverstocaretheirsecurity。
　　Anotherexample：
　　〔30〕Thedriverissaferwhentheroadisdry；
　　Theroadissaferwhenthedriverisdry。〔43〕
　　Itisalsoanadvertisementforsafedriving。Theexcellentwordisdrywhichhasdoublemeanings：withoutwaterandwithoutdrinking。Itexpressesiftheroadisdryandthedriverdoesn’tdrink，alldriverswillbesafer。Theantithesesandthymeofthesentencehasmorepowerfultowarmpeople。
　　4。6。Makingtheproductmoreprofitableandcompetitive
　　Thespecialityofpunisusefulinadvertisement，andfavoredbypeople。Ifaadvertisercanmakefulluseofittosatisfypeople’srequirement，theproductmayprecedeothersandgainthemarket。
　　〔31〕Adealwithusmeansagooddealtoyou。〔44〕
　　Here，thedoublemeaningsofdealare：theamountandbusiness。Themeaningsoftheadvertisementarethat：dotradewithusisagoodbusinesstoyou；doingbusinesswithus，youwillgetalot。Advertisersusepunskilfultoinspiretheaudiences’curiosityandattracttheirinteresttodothedeal。
　　〔32〕Powetoinfluenceothers。〔45〕
　　ItisanadvertisementforaHectorPoweClothingCompany。Theyadvocatethatifyouweartheirclothes，youwillhavepowertoinfluenceotherpeople。BecausePoweislikepower。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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