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AbstractInmodernsociety,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.

Keywordsadvertisement;pun;pragmaticmaxims;pragmaticfunction

當(dāng)今社會(huì)，廣告作為一種競(jìng)爭(zhēng)手段無(wú)處不在，而雙關(guān)語(yǔ)是一種廣泛運(yùn)用于廣告創(chuàng)作并深受人們喜愛的修辭格。雙關(guān)語(yǔ)的表現(xiàn)形式多種多樣，可分為一詞多義雙關(guān)，同音異義雙關(guān)，諧音雙關(guān)，仿擬雙關(guān)，插圖和文字雙關(guān)，語(yǔ)法雙關(guān)等。廣告商巧妙地運(yùn)用品牌、成語(yǔ)、習(xí)語(yǔ)等構(gòu)成雙關(guān)語(yǔ)以增加宣傳效果。但從語(yǔ)用學(xué)的角度去分析雙關(guān)語(yǔ)，它違反了Grice提出的合作原則。合作原則的違反通常有四種情況，而本文主要從第四種進(jìn)行分析雙關(guān)語(yǔ)，即說(shuō)話人公然不執(zhí)行某一條準(zhǔn)則，也就是說(shuō)話人知道自己違反了一條準(zhǔn)則，他還想讓聽話人知道他違反了一條準(zhǔn)則。運(yùn)用恰當(dāng)?shù)碾p關(guān)語(yǔ)產(chǎn)生了幽默、風(fēng)趣、經(jīng)濟(jì)和警告的作用，使人享受語(yǔ)言的美，同時(shí)幫助廠家在激烈的競(jìng)爭(zhēng)中立于不拜之地，獲得更大收益。

廣告；雙關(guān)語(yǔ)；語(yǔ)用原則；語(yǔ)用功能

1.Introduction

“ThedefinitionofadvertisementbyAMA(AmericanMarketingAssociation):Advertisingisthenonpersonalcommunicationusuallypaidforandusuallypersuasiveinnatureaboutproducts,servicesofideasbyidentifiedsponsorsthroughthevariousmedia.1Itisadevicetoarouseconsumers’attentiontoacommodityandinducethemtouseit.Inmodernage,peoplefindthemselvessurroundedbyvariousadvertisementseachday.AnAmericanwriterwrites:“wefindadvertisementofallkindseverywhere,forexample,glitteringneonsignsontopofhighbuildingsandalongmainstreets,colorfulpicturespaintedonbusespamphletssenttoveryhouse,advertisementjammedbetweenTVprogramsvariousadvertisementglutting,newspaperandradiobroadcast;etc.”2Facingsomanyadvertisement,howtomaketheadvertisementimpressiveisthemainpurposeoftheadvertisers.Inordertoenhancetheappealofanadvertisement,advertiserspaymuchattentionnotonlytosuchexpressivedevicesasplates,colorandthelayoutofaprintedpage,butalsotothechoiceofwordsorphrases,tomakeanadvertisementbeautifulandattractive.InthepracticeoftheadvertisingEnglish,peoplepaymoreattentiontopuntomaketheadvertisementsuccinct,accurateandvividandtoproviderichimaginationandplentifulassociationsforreaderssoastostimulatetheirdesire.

ThefrequentandwideuseoffiguresofspeechisanimportantcharacteristicofadvertisingEnglish,whichisaneffectivewaytomaketheadvertisementattractive.Amongthefigures,punisloveddeeply.OxfordAdvancedDictionarydefinespunas“humoroususeofawordthathastwomeaningsorofdifferentwordsthatsoundthesame”.3Apun(alsoknownasparonomasia)canbeunderstoodlikethatitisadeliberateconfusionofsimilar-soundingwordsofphrasesforrhetoricaleffect,whetherhumorousorserious.Itleavesadeepimpressiononreadersbyitsreadability,witandhumor.Itcansatisfytherequirementofadvertisementcharacteristics—sellingpower,memoryvalue,attentionvalue,andreadability.Sopunisverypopularinadvertisement.Thearticlejustwantstopresentthepragmaticfunctionandapplicationofpuninadvertisement.

2.Typesofpuninadvertisement

Apunisarhetoricaldeviceinwhichpeopleusethepolysemous,orhomonymousrelationofalanguagetocauseaword,asentenceofadiscoursetoinvolvetwothingsofmeanings.Ithasseveraltypes.

2.1PunonPolysemy

“Whiledifferentwordsmayhavethesameofsimilarmeaning,thesameonewordmayhavemorethanonemeaning.Thisiswhatwecallpolysemy,andsuchawordiscalledpolysemicword.Historicallyspeaking,polysemycanbeunderstoodasthegrowthanddevelopmentoforchangeinthemeaningofwords.”4Punonpolysemyisusedwidely,especiallywiththenameoftheproductsuchasthefollowingexamples:

1“esharpproducts.”5

TheexampleisanadvertisementfortheSharpcopier.Theword“sharp”praisestheconsumers’brightness,butalsoreferstotheSharpproduct.Theadvertisementpr

aisestheconsumerswhoaresharptobuytheproductwhichissharp.Thevanityoftheaudiencesisarousedandtheywanttouseittoshowtheirwise,andalsotheybelievetheproductisreallysharp.

2“Moneydoesn’tgrowonthetrees.Butitblossomsatourbranches.LioydBank.”6

ItisthesloganofLioydBank.“branch”means“partofatreegrowingoutfromthetrunk”,buthereitimpliesthedivisionofbank”.ThesloganencouragespeopletostoretheirmoneyinLioydBank,andtheirmoneywillbelikethebloomingflowers,yieldingbetterfruits.Afterunderstandingitsmeaning,readerswillfigureitoutinmindthattheirmoneywillbecomemoreandmoredailyanddaily,justliketheleavesinspring.

2.2PunonHomonymy

“Homonymyreferstothephenomenonthatwordswithdifferentmeaningshavethesameform,i.e,differentwordsareidenticalinsoundorspelling,orinboth.Whentwowordsareidenticalinsound,theyarehomophones.Whenthewordsareidenticalinspelling,theyarehomographs.Whentwowordsareidenticalinbothspellingandsound,theyarecompletehomonyms.”7Thefollowinstanceswillexplainthat:

3“‘VIPs’anatomicalcomfort.

VariableImpactPressureSole”8

Theadvertisementofsportshoesusesthehomophonicword“VIPs”.Asweknow,VIPusuallystandsfor“veryimportantpersons”,while,here,itstandsfor“VariableImpactPressureSole”.ItimpliesifyouuseVIPs,youwillbeaVIP.Theword“VIPs’motivatestheaudiences’vanityandinducesthemtobuytheproduct.

4“Trustus.Over5000earsofexperience.”9

Itisanadvertisementforaudiphone.Theliteralmeaningisthattheproducthasexperiencedalotoftexts.While“ears”and“years”areapairofhomophone.Soitimpliesthattheproducthasalonghistoryandhashighquality.

5“Goodbuy

Winter!

100%cottonknitwear$40”10

Itisanadvertisementforthesaleofwinterclothes.Theadvertisementseemstopeoplethatitsagoodandcheaptobuycottonknitwear.Butwhentheaudiencesread“goodbuywinter”together,theywillunderstandthegooduseofpun.“Goodbuywinter”soundsthesameas“goodbyewinter”.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.”12Punonparodyusestheoutfitofsaying,apothegm,proverboridiomtoformnewmeanings.Englishhasalotofwell-knownphrases,idiomsandsayings.TheyareimportantpartofeverydaylanguagespokenbytheEnglishspeakers,andhavebecomeoneoftheaspectsoftheEnglishculture.Theadvertisementdesignersaresharp-mindedandimaginative.Theychangeapartoftheexpressionsandputtheirideasintothemtoachievesensationaleffect.Andmostofthemachievearemarkablesuccess.Thetransformationsarenotonlyeyecatching,butalsoeasytobeacceptedbythecommon,whowilldoaccordingtothetradition.Asthesayingsofidiomshavebeenonepartofthetradition,thepeoplewillbeeasilypersuadedbytheadvertisementworksofthiskind.Sopunonparodyispopularinadvertisement.

7“AMarsadayhelpsyouwork,restandplay.”13

ItisthesloganofMarschocolatecompany.Lookingatthisadvertisement,peoplewillassociateitwithtwoidioms:“Anappleadaykeepsthedoctoraway”and“AllworkandnoplaymakesJackadullboy”.Fromthemeaningsofthetwoidioms,thewatchwordtellspeoplethataMars’chocolateadaywillmakeyounotbeadullboy(makeyouwise)andkeepthedoctoraway(keepfit).

8“Tryoursweetcorn,you’llsmilefromeartoear.”14

Itistakenfromtheadvertisementforakindofsweetcorn.Theword“ear”hasdoublemeanings:theorganofhearingandtheseed–bearingpartofacereal.Teidiom“fromeartoear”alsoisapun.Onemeaningisthatpeoplearesatisfiedwiththeproduct.Theotheroneisthattheconsumerseatoneearbyanother.Sotheadvertisementimpliesthatthesweetcornisverydelicious,andyouwillenjoyitandeatingonebyone.Howcanpeoplerefusesuch

deliciousfood?

9“Alliswellthatendswell.”15

Thisisanidiom,buthere,itistakenfromanadvertisementofacigarette.“End”,asaverb,means“finish”,while,asanoun,means“cigarettebutt”.Thesentencemeansthatifthecigaretteendsaregoodthatthecigaretteisgood.

2.4PunonGrammar

Manyadvertisersusepunproducedforgrammarproblemtoattracttheaudiences,suchasellipsisorwordwithdifferentgrammarfunctions.Ifthistypeofpuncanbeusedproperly,itwillachieveunexpectedeffect.

10“WhichlagercanclaimtobetrulyGerman?

Thiscan.”16

ItisanadvertisementforLagerbeer.“Can”isamodalverb.Butintheadvertisement,acanofbeerbesideitremindspeople“can”hasanothermeaning—tin.Also“Lager”referstothenameofbeer.Withtheillustration,thewholeadvertisementbringsahumorouseffectandimpressestheaudiencesdeeply.

TheCoca-colacompanyalsouses“can”todotheiradvertisement.

11“Cokerefreshesyoulikenoothercan.”17

Justlikelastexample,“can”hasdoublemeanings,sothesentencecanbeunderstandlikethatCokerefreshesyoulikenoother(can;tin,drink)can(refreshyou).Itimpliestheirproductisthebestone.Ofcourse,peopleliketobuythebestone.

2.5PunonIllustrationandWords

Alotofadvertisementassociateswithillustrationsandwordstoachievebettereffect,especiallyonTV,becausepeoplearemoreeasilyattractedbypicturesthanwords.Theillustrationsandwordscanhelppeopletounderstandtheadvertisementfully.Punintheadvertisementmustbeconnectedwithillustrationsandwords,sopeoplecanunderstandtheimpliedmeanings.Forinstances:

12“50%OFF.”18

ItisashopwindowadvertisementofE-spiritexclusiveshopinShanghaifrom2001andspringfestival.Theillustrationisapicturewithsixlights,threeonandthreeoff.Fromtheillustration,peopleknowitdoesnotonlymeanahalfofthelightsareoff,butalsomeansthewholesalediscounts50%.Theillustrationandwordsarevivid,andattractthepassers-by’attentionmoreeasily.

13“Stopattwo.”19

Itisthetitleofanpublicserviceadvertising(PSA)whichthePopulationandcommunityDevelopmentAssociation(PCDA)ofThailandusestoadvocatethecoupletohavechildrennomorethantwo.TheillustrationisthephotoofWisternChurchillwhoformeda“V”letterwithhisforefingerandmiddlefinger.Thegesture“V”meansvictory.Sopeoplealsocanunderstandthatitisavictorytohaveonlyonechild.Thispictureisfamous,sopeoplewillrememberiteasily.Toachievethesuccessoftheircountry,peoplemaymoreliketocontrolthepopulation.

3.Pragmaticanalysisofadvertisementpun

Fromanalysesabove,peoplecanunderstandthatapunusuallyusesonewordinasentencerelatingtodoublemeanings,surfacemeaningandimplicitmeanings,whichisthemainideathespeakerwantstoconvey.Theadvertisersliketousethedoublemeaningstoproduceambiguity.While,analyzingfrompragmaticmaxims,itbreachesCooperativePrinciple.Justlookatanotherexample:

14You’llgonutsforthenutsyougetinNux.20

Intheadvertisement,“gonuts”means“gotobuynuts”,hereintheadvertisement,italsomeans“gocrazy”inthedailyEnglishexpression.And“Nux”isthenameoftheproduct.SoitmeansthenutswillmakeyoucrazyifyoubuytheminNux.TheuseofpunviolatestheCooperativePrinciple,butwhatisCooperativePrinciple?

3.1CooperativePrinciple

“ThetheoryofconversationalimplicaturewasoriginallysuggestedbyHerbertPaulGrice,anOxfordphilosopher,wholaterwenttoAmerica.”21Hisapproximationis“Wemightformulateatoughgeneralprinciplewhichparticipantswillbeexpectedtoobservenamely:Makeyourconversationalcontributionsuchasisrequired,atthestageatwhichitoccurs,bytheacceptedpurposeofdirectionofthetalkexchangeinwhichyouareengaged.OnemightlabelthistheCOOPERATIVEPRINCIPLE.”22

“Inordertoexplainfurtherthecooperativeprinciple,abbreviatedasCP,GriceborrowsfromtheGermanphilosopherImmanuelKantfourcategories:quantity,quality,relationandmanner.Thatis,theCPisspecifiedfromfouraspects.Andthecontentofeachcategoryisknownasmaxim.

3.1.2Quantity

a.Makeyourcontributionasinformativeasisrequired(forthecurrentpurposeoftheexchange)

b.Donotmakeyourcontributionmoreinformativethanisrequired”23

Thatistosaythequantityoftheinformationyougivemustsuitfortherequirement,noless,nomore.Forinstance,ifyougotobuyonepen,buttheassistantgivesyoutwopens,hebreachestheQuantity.Becauseheshouldgiveonepentoyouthatyouwant.

3.1.2“Quality

a.Donotsaywhatyoubelievetobe

false

b.Donotsaythatforwhichyoulackadequateevidence”24

Itmeansthatthespeakercan’ttellliesbutonlycansaythatwhichhasbeenprovedtoberightfact.However,ifthespeakerthinkswhathesaysisright,butinfactitisfalse,hestillobeystheprinciple.Giveyouanexample,ifsomeoneasksyoutogoshoppingwithhim,butyoudon’tliketo,soyoutellhimthatyouhaveameetingtonight.Atthistime,youviolateQuality,foryouhavetoldliestoyourfriend.

3.1.3“Relation:berelevant”25

Thatmeanswhatyousaymustberelevant.Forexample,whenyouarehungry,youdon’texpectyoupartnergivingyouabook,butacake,becausecakeisrelevanttoyourfeelingatthissituation.

3.1.4“Manner

a.Avoidobscurityofexpression

b.Avoidambiguity

c.Bebrief(avoidunnecessaryprolixity)

c.Beorderly”26

Themaximrequiresthewordsspeakerusedmustbeconciseandwithoutambiguity.Forinstance:

15A: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.27Forexample: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).”28Forexample:

16A: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.”29Giveanexample:

17A:WhereisMary?

B:ThereisabluecaroutsideBill’shouse.

Intheconversation,BbreachesQuantity,butifAassumesthatBiswillingtocooperatewithhim,hewilltrytorelatehisquestiontoB’sanswer.BasingontheircommonsensethatMaryhasabluecar,andthenhewillunderstandthatBistellinghimthatMaryisatBill’shouse.

Inadvertisement,theadvertiserviolatesthecooperativeprincipleinthefourthwaytoattainacertainpurpose,thusmakingtheutteranceproduceambiguity.Althoughtheadvertisementdisobeystheprinciple,butitcanarousetheaudiencescuriosityandinducethemtobuytheproductandatlastachieveabettereffect.Lookatsomeadvertisements:

18“YoucanbuyHappiness.”30

Itisthesloganofashampooadvertisement.TheadvertisementbreachestheMannerMaxim—avoidambiguity,forhappinesshasdoublemeaningshere:“delight”and“thenameoftheproduct”.ItwantstoexpressthemeaningthatifyoubuyHappiness,youwillattainhappiness.AlthoughitbreachestheCooperativePrinciple,itimpressestheaudiencesdeeplyandarousestheirinteresttohaveatry.

19“Inourcountrywekeepanimalsinthefores

tandpeopleinthecages.”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,theywouldfind“Tobottlethespirit”hastwomeaningshere:oneistobottletheliquor;theotheristoputtheCanadianspiritintothisliquor.TheadvertisementbreachesMannerMaximbutarousespeople’scuriosity.Punintheadvertisementhasagreatfunction.

4.Thepragmaticfunctionofpuninadvertisement

Punhasalotofadvantagessuchasconciseness,witandhumor,noveltyandvividness.Itproducesaparticularlyrhetoricalandpragmaticeffectwhenpeopleusethelanguagecreativelyinaspecifiedcontext.Theproperusecanmaketheadvertisementimpressiveandattractive.

4.1Witandhumor

Pun,thegameofword,produceswitandhumoreffecttoattracttheaudiences’attentionandinspirestheirassociation.Intheageofrapidrhythm,advertisementwithpunlikeaspicemakespeopleenjoythemselvesintheadvertisingatmosphere,andreducestheirpressureinarelaxedenvironment.

21“Whenthewindhasabite…andyoufeellikeabite…thenbiteonawholeNut.”33

Theword“bite”hasseveralmeanings:grip,food,andeat.Thewholesentencemeansthatwhenthestrongwindhurtsyouandyouareveryhungry,justeatsomeNut.Afterdayworking,peoplewouldfeeltiredandhungry,whiletheadvertisementisjustthesituationofthem.Therefore,theywouldbeattractedtobuytheproduct,sotheywillnotsufferhungerafterwork.Also,thesentencesoundsliketonguetwist.

22“ExcellentTaste!”34

Itisawordinanadvertisementforawhiskeyproduct—Jamson.Intheadvertisement,whentheherodranktheJamsonwhiskeythattheheroineintroducedtohim,hesaid,“ExcellentTaste”.Generallyspeaking,“taste”means“favor”,buthere,anothermeaningis“theabilitytoappreciatewhatisbeautiful”.Sotheadvertisementmeans:thiskindfwhiskeyasgoodflavor;theheroinehashighappreciation.Theadvertiserusespuntopraiseboththeproductandtheconsumerswhochoosetheirproduct.Itcatersforpeople’vanityandinducesthemtobuytheproduct.

4.2Creativenessandoriginality

Thisistypicalofadvertisinglanguage.Anadvertisementhasahighdemandofdictioneverywordplayinganimportantrole.Ifhumanemotionshavetobeinspired,thewords,stronginexpressingemotions,willbechosen.Inadvertisement,originalityisking.Anewwayofsendingmessagecansetabrandapartfromcopycatsandalso-rans.Soitisimportanttousesomethingnovelsuchascoinageintheadvertisementtodrawpeople’attention.Normally,anewcreatedwordacceptedbyreaderscanenhancethefreshnessandattractionoftheadvertisement.Goodadvertisersusecoinagetorefreshtheadvertisementandtoachieveitspropagandistpurpose.

23“CabFourward.”35

ItisanadvertisementtitleofRamCarproducedbyDoqicompany.Theword“fourward”soundslike“forward”.Connectingitwiththepictureintheadvertisement,peoplewouldknowwhyituses‘fourward”.Becausethefourdoorsofthiskindofcarcouldbeopenedfromfourdirections.Theadvertisercreatestheword“fourward”from“forward”toshowthespecialityofthecar.

24“CatchtheRaincheetahandcheattherain.”36

ItisanadvertisementinTorontoDailyStar.Thepunnyword“Raincheetah”,thenameoftheraincoat,soundslike“raincheater”whiletheword“raincheater”derivesfrom“windcheater”.Theword“cheat”inthesentencemakesitwonderfulandletpeoplefeelthatthiskindofraincoatcanprotecttheconsumerswell.Pungivespeopleimpressionofnoveltyandinterest.

4.3Satisfyingpeople’srequirementofbeauty

Agoodadvertisementisatextfromwhichpeoplecanappreciatetheartoflanguage,especiallyadvertisementusingpun.Puninadvertisementisorderlyandantitheticthatmakespeoplefeeltheaestheticmodalityoflanguage.Thecharacterso

fpun,suchasvividness,witandhumor,pleasurepeople’sspiritandletthemenjoythebeautyoflanguage.Forinstance:

25“Giveyourhairatouchofspring.”37

Itisanadvertisementforshampoo.Theword“spring”hereisveryvividandlikeapictureinpeople’mind:afterusingtheshampoo,thelonghairbecomeselasticandshining.Whenyoustandthere,yourhairwillgowithwind.Everyonelikesbeauty,sotheadvertisementcatersforpeople’desireandinducesthemtobuytheproducttomakethemmorebeautiful.

4.4Satisfyingtherequirementofsociety--Economy

Withtherapiddevelopmentofthesociety,peoplebecomebusierandbusier,sotheyrequireshortandeasyrememberedadvertisementtosupplythemessagetheywant.Buthowtoimpresstheaudiencesisaquestion.Theanswerisusingpun.Butwhyispunespeciallyfavoredbytheadvertiser?Themainreasonsasfollowing:

“Firstly,advertisementispaidmessage,withlimitedspaceandtime,soitdoesn’tallowverbiagetowastetheinvestment.Punwithdoublemeaninghasthecharacteristicofsmallcarrierbutplentyofconnotations.Soitisveryeconomic,effectiveandmoney-savingtotheadvertiser.

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,peoplewouldassociateitwiththeproverb“Tobeorknottobe,that’saquestion”inHamlet.Shakesbeeristhenameofthebeer,butitsoundslike“Shakespeare”whoisknownnearlyallovertheworld,soitiseasyforpeopletoremembertheShakesbeer.AndthewordsaidbyHamletisalsoveryfamous,especiallyinwesterncountry.Thesentenceisshortandthepatternisfamous,sopeoplewillremembertheproductnaturally.

27“Gowell,GoShell.”40

ItisanadvertisementforShellOilCompany.“Well”soundslike“where”,soitimpliesthatgotoShellcompanytobuyoil.Onlyfourwordsareusedintheadvertisement,butexpressthemeaningfullyandimpresspeopledeeply.Imaginethatoneday,whenyoudriveyourcar,suddenly,theoilisrunout.Soyouarewonderingwheretogo,then,ofcourse,youwillrememberthewords“Gowell,goShell”.SoyouwillgotoShellatonce.Theslogansimpresstheaudiencesdeeplyandpersuadethemtobuytheproductinvisibly.

28“MakeTimeForTime.”41

ItisanadvertisementforTimemagazine.Theadvertisementusesthepunonhomonymyoftheword“time”torefertwomeanings:commonsenseoftime,andthenameofhemagazine.TheadvertisementmeansthatreadTimemagazinetoseizetime.Inthesocietyfullofcompetition,timeisimportantandmagazinesalsoplayanimportantrolewhichpeoplehavetoreadtobroadentheirview.WhileTimemagazinewillnotonlybroadenview,butalsosaveyourtime.Itsatisfiespeople’srequirement.

4.5ImplyingWarning

Someadvertisementsimplywarming.Puncanmakethewarmingvividandeffectivesothatpeoplecanpayattentiontoit.Forinstances:

29“Betterlatethanthelate.”42

Itisapublicserviceadvertisingoftraffic.Itderivesfromtheproverb“Betterlatethannever”.Inthesentence,“thelate”means”thedead”,anditremindsthedriverstodriveslowlyandcarefully.Theadvertisementwithpunherehasmorepowerfultopersuadethedriverstocaretheirsecurity.

Anotherexample:

30“Thedriverissaferwhentheroadisdry;

Theroadissaferwhenthedriverisdry.”43

Itisalsoanadvertisementforsafedriving.Theexcellentwordis“dry”whichhasdoublemeanings:withoutwaterandwithoutdrinking.Itexpressesiftheroadisdryandthedriverdoesn’tdrink,alldriverswillbesafer.Theantithesesandthymeofthesentencehasmorepowerfultowarmpeople.

4.6.Makingtheproductmoreprofitableandcompetitive

Thespecialityofpunisuseful

inadvertisement,andfavoredbypeople.Ifaadvertisercanmakefulluseofittosatisfypeople’srequirement,theproductmayprecedeothersandgainthemarket.

31“Adealwithusmeansagooddealtoyou.”44

Here,thedoublemeaningsof“deal”are:theamountandbusiness.Themeaningsoftheadvertisementarethat:dotradewithusisagoodbusinesstoyou;doingbusinesswithus,youwillgetalot.Advertisersusepunskilfultoinspiretheaudiences’curiosityandattracttheirinteresttodothedeal.

32“Powetoinfluenceothers.”45

ItisanadvertisementforaHectorPoweClothingCompany.Theyadvocatethatifyouweartheirclothes,youwillhavepowertoinfluenceotherpeople.Because“Powe”islike“power”.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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43同7P50

44同39P295

45同6P51