廣告英語中的雙關(guān)語—運(yùn)用語用學(xué)方法對(duì)廣告英語中雙關(guān)語的研究.pdf

1、The paper is to erplore one aspect ofthe language, that is, puns used in advertising from thepoint of view of Relevance Theory My exploration is port of a more genetal investigation intothe force of language, more specif

2、ically the way language is used to persuade, convince, andmanipulate othera. The exaniples used by Sperber and Wilson are mainly concemed withsituatioiis in which communication occurs between trusting and equal partners.

3、 Much of mywork, in contrast, attempts to apply the central notions of Relevance Theory to the verydifferent social situation that characterizes advertising.The first part of the paper surveys and criticizes selected app

4、roaches to the language ofadvertising, and puts forward Relevance Theory as the basis for explaining the comprehensionof utterances. Then the paper goes on to investigate the selected topic of the adveitisinglanguage, wh

5、ich might seem to pose problems to Relevance Theory The partial suppressionof the advertiser's intention in punninig appears problematic at first sight. Sperber and Wilson'sanaiysis of communication is based on a model w

6、hich involves the speaker letting it be knownthat he is trying to communicate something.<'2> There are forms of communicotion thai falloutside this model. Punning appears to be a counter-examplefor Relevance Theory, wher

7、ebythe audience is expected by the speaker not only to recover the first interpretation whichcomes to their mind, but also to go on and recover the second interpretation. Nevertheless, it isargued that Relevance Theory p

8、rovides valuable insights and useful explanations as to howsuch forms of communication are achieved. The distinction between the informative intention,the intention to inform the audience of something, and the communicat

9、ive intention, that is,the intention to revealthis informative intention, is crucial in accounting for covertcommunication<'3>. The audieiice's interests in coal-effectiveness, and its search for 'optimalrelevance', prov