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1、目录中文摘要.IAbstract.II1. 引言.12. 合作原则.3 2.1合作原则的内涵.32.2合作原则的准则.3 2.2.1数量准则.3 2.2.2质量准则.3 2.2.3关系准则.3 2.2.4方式准则.32.3合作原则准则的违反.32.3.1违反数量准则.4 2.3.2违反质量准则.4 2.3.3违反关系准则.4 2.3.4违反方式准则.4 2.4 会话含义.53. 广告双关语 .63.1 双关语的含义.63.2 双关语的特点.63.2.1 歧义.73.2.2双重语境.73.3广告双关语的分类.83.3.1一词多义双关.83.3.2同音双关.93.3.3仿拟双关.93.3.4语法双
2、关.94合作原则与广告双关语.114.1广告双关语违反合作原则的准则.114.1.1 广告双关语违反数量准则.114.1.2 广告双关语违反质量准则.124.1.3 广告双关语违反关系准则124.1.4 广告双关语违反方式准则.134.2广告双关语具有会话含义.144.2.1 具有一种会话含义的广告双关语.144.2.2 具有多种会话含义的广告双关语.155. 结论.186. 致谢 .207. 参考文献 .21CONTENTS摘要.IAbstract.II1. Introduction.12. Cooperative Principle.3 2.1The Definition of Coope
3、rative Principle.32.2The Maxims of Cooperative Principle.3 2.2.1Quantity3 2.2.2Quality.3 2.2.3Relation3 2.2.4Manner.32.3Violation of the Maxims .4 2.3.1Violation of the Maxim of Quantity.4 2.3.2 Violation of the Maxim of Quality4 2.3.3 Violation of the Maxim of Relation.4 2.3.4 Violation of the Maxi
4、m of Manner4 2.4Conversational Implicature.53. Puns in Advertisement .63.1 Definition of pun63.2 Characteristics of Pun.63.2.1 Ambiguity.73.2.2The Double Context.73.3Types of Puns in Advertisement.83.3.1Puns on Polysemy.83.3.2Puns on Homophones.93.3.3Puns on parody.93.3.4Puns on Grammar.94. Cooperat
5、ive Principle and puns in advertisement.11 4.1Puns in advertisement that violate the maxims of Cooperative Principle.11 4.1.1Puns that violate the maxim of quantity.11 4.1.2Puns that violate the maxim of quality.124.1.3Puns that violate the maxim of relation.124.1.4Puns that violate the maxim of man
6、ner.134.2Puns in advertisement with conversational implicature.14 4.2.1Puns with one conversational implicature14 4.2.2Puns with more conversational implicature.155. Conclusion186. Acknowledgements.207. Bibliography21摘要 双关语能用简洁的方式表达幽默与智慧，因而备受广告商的青睐。广告商运用双关语来增强广告语言的号召力，从而影响消费者的购买意愿。但是双关语是怎样被运用到广告中来促进
7、语言交流进而最终达到广告商的预期目的，又是怎样影响广告商传达商品信息和消费者对广告的理解呢？本文旨在从合作原则的角度分析广告中的双关语，主要从三个部分进行论述。第一部分介绍合作原则的相关理论，包括合作原则的内涵，合作原则的准则,以及合作原则准则的违反和由此而产生的会话含义。第二部分介绍广告中的双关语，包括双关语的定义，双关语的特点以及广告中双关语的类型和双关语在广告中的功能。第三部分结合合作原则的理论分析广告中的双关语，主要从两个层面进行展开。第一个层面是广告中的双关语违反了合作原则的准则，另外一个层面是广告中的双关语产生了一定的会话含义。在此基础上，论文引用了大量的实例来研究双关语的特点，分
8、类以及如何违反了合作原则的准则和产生了怎样的会话含义。这是研究广告语言的一个新的视角，同时也会增强对合作原则的理解.此外研究广告中的双关语也具有重要的现实意义，它为广告商更加巧妙地运用双关语提供了一定的原则同时也有利于观众更好地理解广告中的双关语并品味其中的魅力所在。关键词：广告 双关语 合作原则- 2 -AbstractPun, a concise way to express humor and wit, is particularly favored by advertisers to enhance the appeal of language and thus influence t
9、he audiences buying decision. But how it is adopted in advertising to facilitate the linguistic communication and ultimately serve to reach the intended purposes，and cognitively cast influences upon the advertisers expression and the audiences interpretation of the utterances in discourse? This pape
10、r is dedicated to analyze puns in advertisement from the perspective of Cooperative Principle and the analysis can be divided into three parts. Part One introduces the relevant theory of Cooperative Principle, including the definition of Cooperative Principle, the maxim of Cooperative Principle, vio
11、lations of the maxims and the conversational implicature arising therefrom. Part Two introduces the relevant knowledge of puns, including the definition of puns, the characteristics of puns, the classification of puns in advertisement. Part Three tries to study puns from the perspective of Cooperati
12、ve Principle and it is analyzed under two headlines. One is the puns that violate the maxims of Cooperative Principle and the other one is puns with one or more conversational implicature. Besides, the present paper employs many examples to study the characteristics of puns, the classification of pu
13、ns and how they violate the maxims of Cooperative Principle and what conversational implicature they have. This is a new perspective to rich advertising language study and will deepen the pragmatic study. Also the study of punning in advertising may be of practical importance in that it is likely to
14、 provide guidelines for advertisers on how to employ advertising puns more skillfullyIt leads us to achieve a better understanding of puns in advertising and thus enjoy the charming of them.Key words: Advertisement Puns Cooperative Principle - 2 -Puns in Advertisement from the Perspective of Coopera
15、tive Principle1. IntroductionIt is universally acknowledged that the main and ultimate purpose of an advertisement is to persuade the audience to buy the product advertisedThe advertiser put a lot of efforts in attracting the attention of the audience. And in the mean time, there is a tremendous amo
16、unt of research in advertising language，conducted by people in both the field of advertising and that of linguisticsHowever, punning does not seem to receive enough attention it deservesAdvertising puns are chosen as the object that need for more investigation is based on the following reasons：First
17、ly, the studies of this field have never been more complete. Why pun is used and how it is adopted in advertising to facilitate the linguistic communication and ultimately serve to reach the intended purpose，and cognitively have influences upon the advertisers expression and the audiences interpreta
18、tion of the utterances is still a wonder that is worth making an attempt to have a thorough researchSecondly, as for the analysis of puns in advertisement, lots of scholars prefer the Relevance Theory and few of them try to study it from the perspective of Cooperative Principle, which is a new way t
19、o rich advertising language study. Some scholars are truly interested in the analysis of puns in advertisement from the perspective of Cooperative Principle, but the studies of this field have never been more complete and are worth spending energy and time studying it. And there are some scholars tr
20、y to analyze puns in advertisement from the perspective of Pragmatics, in which Relevance Theory and Cooperative Principle are both referred, which is more comprehensive but not that systematic and intensive.Thirdly, the study of punning in advertising may be of practical importance in that it is li
21、kely to provide guidelines for advertisers on how to employ advertising puns more skillfullyIt leads us to achieve a better understanding of puns in advertising and thus enjoy the charming of them.There are four parts in this paper. Part One introduces the relevant theory of Cooperative Principle; P
22、art Two introduces puns in advertisement; Part Three tries to analyze puns in advertisement from the perspective of Cooperative Principle. Part Four is the conclusion. 22. Cooperative Principle2.1 The Definition of Cooperative Principle Quite often a speaker can mean much more than what is said and
23、the hearer can understand the speakers meaning. Oxford philosopher H.P. Grice (1975:45) believes that there must be some mechanisms governing the production and comprehension of these utterances. He argues that there is a set of assumptions guiding the conduct of conversation. In other words, we see
24、m to follow some principle like the following: “Make your conversational contribution such as is required, at the stage at which it occurs, by the accepted purpose or direction of the talk exchange in which you are engaged”. This is what he calls the Cooperative Principle.2.2 Maxims of Cooperative P
25、rinciple Hu Zhuanglin(1987, 191): To specify the Cooperative Principle further, Grice introduced four categories of maxims as follows: 2.2.1 QuantityMake your contribution as informative as is required; dont make your contribution more informative than is required.2.2.2 Quality Try to make your cont
26、ribution one that is true: Dont say what you believe to be false; dont say that for which you lake adequate evidence.2.2.3 Relation Be relevant2.2.4 MannerBe perspicuous: Avoid obscurity of expression; avoid ambiguity; be brief; be orderly. 2.3 Violation of the Maxims of Cooperative Principle The us
27、e of terms “principle” and “maxim” doesnt mean that everybody will follow the Cooperative Principle and its maxims all the time. People do violate the maxims and tell lies, which include the violation of the maxim of quantity, the violation of the maxim of quality, the violation of the maxim of rela
28、tion and the violation of the maxim of manner. The following provides different circumstances of the violation of Cooperative Principle and its maxims. (Hu Zhuanglin 1987)2.3.1 Violation of the Maxim of QuantityAn example in which the maxim of quantity is violated will be:A: Where is X?B: Hes gone t
29、o the library. He said so when he left. In a sense, the first part of Bs answer is enough for As question. But by adding the second part, the speaker may implicate that he is not sure whether X has gone to the library.And tautologies like Boys are boys and War is war are extreme examples in which th
30、e first Quantity Maxim is violated. At the superficial level, they are totally uninformative. At a deeper level, they are informative. They may convey implicatures like “Boys are naughty and mischievous by nature”, “Its no use lamenting the tragedies of war. Terrible things always happen in it. That
31、 is its nature.”2.3.2 Violation of the Maxim of QualityThe examples Grice provides for the violation of the Quality maxim are all traditional figures of speech like: He is made of iron. That is at the level of what is said, they are false statements. No natural human being is made of iron, unless he
32、 is a robot. So this sentence will not be taken literally. Instead we will interpret it as a metaphor, meaning this man has a character like iron.2.3.3 Violation of the Maxim of Relation As for the maxim of Relation, Grice thinks “Examples in which an implicature is achieved by real, as distinct fro
33、m apparent, violation of the maxim of Relation are perhaps rare, but the following seems to be a good candidate.”A: How do you like my painting?B: Im afraid I dont have an eye for beauty.B has apparently refused to say something relevant to As question. He or she thereby implicates that he or she do
34、esnt like it at all.2.3.4 Violation of the Maxim of MannerThe following may be seen as a case in which B is being deliberately obscure, so that the children will not be able to understand what they are talking about. A: Lets get the kids something. B: Okay, but I veto I-C-E-C-R-E-A-M-S. When illustr
35、ating the violation of the ambiguity avoidance maxim, we can use this example: A: Where is your mother? B; She is either in her room or at the market.And this sentence can be an example of the violation of brief. A: Miss X sang “Home sweet home”. B: Miss X produced a series of sounds that correspond
36、ed closely which the score of “Home sweet home”. If a reviewer has chosen B rather than A, then the prolixity implicates that MissXs performance is so poor that the word “sing” cant be applied.Grice didnt give any example of disorder, which is understandable in that a disordered utterance will not c
37、onvey anything but the fact that the speaker is mentally unsound.2.4 Conversational Implicature Violations of the maxims of Cooperative Principle have given rise to the conversational implicature. According to Grice (1975:97), it refers to the extra meaning not contained in the utterance, but unders
38、tandable to the listener only when he shares the speakers knowledge or he knows why and how he violates intentionally one of the four maxims of cooperative principle. 3. Puns in Advertisement3.1 Definition of punThe term “pun” originates in the Latin word “paranomazein”, meaning “calling by a differ
39、ent name”. And it is also called “paronomasia”. Looking at the same issue from different perspectives, we may often come up with different definitions of the thing under discussion. And, not surprisingly, pun can be thus defined in many ways.There is such a humorous explanation about pun: “punning to torture one poor word ten thousand ways (John Dryden)”. In Longman Dictionary of Contemporary English, pun is defined as “An amusing use of a word or phrase that has two meanings, or words with the same sound b