| 英语广告双关语的语用特征分析 |
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| 引用本文： | 谭海玲.英语广告双关语的语用特征分析[J].湖南人文科技学院学报,2004(Z1). |
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| 作者姓名： | 谭海玲 |
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| 作者单位： | 湖南经济管理干部学院外语系 湖南 长沙 410004 |
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| 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。
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| 关 键 词： | 双关 语用特征 合作原则 关联原则 |
On Pragmatic Characteristics of English Advertising Puns |
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| TAN Hai-ling.On Pragmatic Characteristics of English Advertising Puns[J].Journal of Hunan Institute of Humanities,Science and Technology,2004(Z1). |
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| Authors: | TAN Hai-ling |
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| Abstract: | 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. |
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| Keywords: | puns pragmatic characteristics Cooperative Principle:Principle of Relevance |
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