摘要
双关作为一种有效的语言修辞手段已广泛应用于广告当中。以语用学中的语境为切入点,结合广告双关语,阐明其产生和解读过程。
Pun, as a rhetorical vehicle has been employed in advertisement. And furthermore, many distinguished scholars have been making a detail analysis of it from aesthetic and cognitive perspectives. The present paper explores some characteristics peculiar to puns and their functions in the context of advertising, using context in the pragmatics as cutting point.
关键词
双关
语用
语境
广告语
pun
pragmatics
context
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