关联理论下食品广告双关语汉译策略的研究

第一篇：关联理论下食品广告双关语汉译策略的研究

关联理论下食品广告双关语汉译策略的研究

摘要：在现代生活中，广告作为经销商宣传产品信息，劝说消费者购买商品的一种重要手段。双关语，是为了修饰广告语，能够更好得传达信息，在食品广告的应用中也是越来越广泛。本文在关联理论的指导下，从四个汉译策略方面对食品广告双关语进行了研究，以求达到更好的产品宣传效果，进而提出有效的翻译方法。

关键词：食品广告；双关语；汉译策略；关联理论

一、引言

毋庸置疑，广告已经成为人们生活中不可欠缺的一部分。在世界各国中，食品广告充斥着每一个角落，影响了我们的思维方式和消费模式。成功的广告可以让消费者耳熟能详，印象深刻，广告语自然而然得深入人心。而一则失败的广告会让消费者对其产品和品牌毫无印象，甚至可能会引起反感。因此，人们越来越致力于研究如何撰写效果非凡的广告语。修辞手法是广告中最常用的方法，双关语的运用往往能达到一举两得的效果，因此备受青睐。由于经济全球化的影响，商品的互通有无已经是家常便饭了，翻译的重要性也就凸显而出了。中国市场上流通着许多外国品牌的食品，此时这些食品要如何引起中国消费者的兴趣呢？外国食品的翻译不仅要具备中国的思想观念，还要抓住中国消费者的眼球。因此，本文以关联理论为向导，从契合译法，分别表意法，侧重译法，补偿译法四种翻译方法对食品广告的双关语进行了深入的研究，让中国消费者听到广告后心情愉悦，留下难以磨灭的品牌印象，产生购买欲望。

二、关联理论与双关语

法国学者斯珀伯和英国学者威尔逊提出关联理论，认为交际是一个涉及信息意图和交际意图的明示-推理过程。交际者评估听众的认知环境和认知能力之后，以话语形式表达自己的交际意图。听众解码后再运用话语中表达出的信息以及语境假设，推测出交际者的交际意图（张贵芳2003）。近年来，关联理论在世界范围内的翻译学上都有着深远的影响，给译者提供了理论框架，对翻译活动进行了有效的解释。关联理论本质上就是要在正确理解语言本身的情况下深入明白跟语言有所关联的东西，推测出说话者真正想要表达的目的。这跟双关语在某种意义上是不谋而合的。

所谓双关，就是在一定的语言环境中，利用语音或者语义的条件，言在此而意在彼的一种修辞手段（李中行，1992）。从古至今，从国外到国内，双关语一直被广泛应用于各种题材，然而双关语的翻译却是很困难，这值得探讨。广告双关语也是我们通常所说的文字游戏，一明一暗，从而达到与众不同的产品宣传效果。双关语的使用，在食品广告中，不仅可以美化广告语，给听众幽默感从而美化食品本身，还可以使听者读起来朗朗上口。广告设计者基本上会采用一词多义、一词多音、同形异义等的方法。即发音和拼写一样，意义不一样；拼写和意义相同，发音不同；发音相同，拼写和意义也不相同等。因此，译者也需要根据双关语的特点，在广告的语境下进行翻译，译者的翻译需要做到既保留其原本的意思，又要翻译出其深层意思，既要保留源语言的意思，又要让消费者感受到中华文化的精妙之处。关联理论给译者研究提供了不一样的新的视角，译者一定要先分析广告语源语言本身，其次考虑到听众的认知环境与观念，从而表达出基本信息以及关联信息。

三、汉译策略

由于英语和汉语不是同一种语系，有很大差别的语言特征，加之中西方生活环境，思想观念，消费习惯的不同，在汉语词中一一找到相对应的英语词是不可能的。当然，这并不意味着我们不能做到完美翻译出食品广告双关语，既保留原意又能让消费者体会到广告的奥妙。恰恰相反，本文总结了四种广告语的汉译方法，让译者有规律可循，要学会推敲和对比。关联理论下的翻译区别于只重视翻译结果的传统翻译，翻译出比原文更恰到好处的广告。

1.契合译法

契合译法是指在译文找到与原文相对应或基本对应的双关语。在双语耦合的基础上，兼顾了广告双关语的内容和形式，使译文与原文达到最大限度的相似（汪冬梅，2010）。

（1）Which larger can claim to be truly German？ This can.译文：哪种啤酒能称得上地道的德国货？这罐能。

这个larger淡啤酒的翻译保留了原文的风格，完全体现了契合译法。首先，larger在英文中有更大的意思，同时也是larger这个品牌的名称。译者在翻译时没有把它翻译成更大，而是翻译成了啤酒，这就符合了具体的语境。其次，真正双关的是can这个词，表面是情态动词可以，能够的意思，深层是指装啤酒的罐子。末尾的一个can字既指出了是larger?@罐啤酒，又说明了larger这罐啤酒才是地道的德国货。同时，can也符合关联理论的推理过程，表达了广告设计师真正想表达的意思，激发了消费者的购物欲。

2.分别表意法

顾名思义，分别表意法就是把双关语分别拆开来表达，以达到更好的食品广告宣传目的。

（2）Try sweet corn.You will smile from ear to ear.译文：请尝甜玉米，包您穗穗开怀，笑口常开。

Ear to ear的双关让我们感到妙不可言。一个是指一穗，是玉米的一个量词。一个是发音的双关，ear即year，一年又一年的意思，在中国的寓意里，暗示消费者吃了甜玉米，能够岁岁平安，这十分迎合中国消费者对美好事物的喜爱的心理。这个译者对中国的习语十分了解，穗穗开怀四个字让中国人感到满满的祝福，充满了人情味，吃甜玉米不仅嘴巴甜，心情舒畅，而且身体健康。

（3）Fresh up with 7-up

译文：君饮七喜，提神醒脑。

美国七喜汽水的广告深入人心。不仅仅是因为广告本身简洁通俗，同时它的译文也有很高的参考价值。7-up直接了当得指出了七喜汽水的品牌，让消费者铭记于心。同时，7在美国人心中，又是一个吉祥数字。这是典型的分别表意法翻译策略，把7-up拆开来，先是直接翻译成七喜品牌，其次up有积极向上的意思。译文翻译成提神醒脑，不仅表达了喝七喜汽水可以使人精神抖擞，也暗含了人会有向上的精神，物质与精神层面都得到了满足。

3.侧重译法

由于文化的差异性，并不是每个双关语都能够完美得表达双关语的字面意思和暗含意思。往往在这种时候，我们就会采取侧重译法，在关联理论的指导下，突出广告商真正想表达的关联意义。

（4）When the wind has a bite，and you feel like a bite，then bite on a whole Nut.??寒风刺骨而您又想吃点儿什么的时候，请咀嚼全营养坚果。

这句坚果广告语的经典之处就是用了三个bite，一词多义。首先是刺痛，寒风刺骨的意思，其次是宾语，食物的意思，最后是动词咬的意思，同时最后一个也是最关键的。原文bite别出心裁的单词在对应的中文中找不到合适的一词三义的词语，在翻译时只能分开成不同的词语，这也是语言的不同所带来的缺陷，是不可避免的。因此，译者只能采取侧重译法，翻译出核心部分。译者所翻译的广告语侧重突出了最后一个bite，重心就是咀嚼坚果。

4.补偿译法

补偿译法通俗点来讲，就是为了防止消费者不明白广告语所表达的意义，译者和经销商借助一些多媒体形式来补救，使得更加直接清楚得表达广告语，达到消费者一看到或听到广告语就能明白是什么意思。这肯定也需要关联理论的指导，充分了解受众者的水平。

（5）Spoil yourself and not your figure

译文：尽情大吃，不增体重

看到这个广告语的时候，很多人都是一头雾水，不知道卖的是哪种食品。其实这是一种为节食者设计的一款冰淇淋广告语。spoil一词体现了双关所在，是尽兴与破坏的意思，表达了充分享受美食又不会破坏体型，与这个产品的理念是相同的。经过译者的翻译，我们就能够明白这原来是一款热量极高，容易增肥的食物，冰淇淋虽然高热量，容易增肥，但现在我们却能尽情得吃，也不会增加体重。这个思路极大得消除了体重肥胖者的顾虑，正中下怀，极大得激起了他们的兴趣，因此也是非常成功的一则广告语。

四、结语

食品广告商为了让自己的产品能够大卖，必须设计出让人过目不忘的广告语。双关语作为食品广告设计者最喜欢的修辞手法，值得我们去研究。本文结合不同种类的食品案例分析，得出在双关语翻译的过程中，译者需要有关联理论的指导思想，不能死板得套用一些方法，要学会在具体语境中，结合听众的认知能力。同时，要采取不同的翻译策略，契合译法是最能对应原翻译格式的一种翻译，分别表意法看似把双关语都拆开了，其实运用得当也能让消费者感受到广告的吸引力，侧重译法最能直接突出广告设计者真正想表达的意思，补偿译法需要一些图片等媒体手段去修饰广告语使得更加清楚明白。因此，译者不仅仅要灵活运用关联的思想，了解他国文化，还要学会对症下药，使用正确的翻译策略，使广告语让消费者眼前一亮，翻译出最能够激发消费者食欲的广告。

参考文献：

[1]洪静静.英语广告中双关语的英汉翻译策略[J].安徽文学（下半月），2015，（03）：113+115.[2]李中行.广告英语[D].北京：外国语研究与教学出版社，1992.[3]饶凡，王斌，吕小玲.食品广告语特点及其翻译探析[J].湖北经济学院学报（人文社版），2014，11（08）：115-116.[4]汪冬梅.英语广告中双关语的运用与翻译[J].考试周刊，2010，（49）：134-135.[5]王瑛.广告语篇中的双关语翻译策略[J].中国科技翻译，2009，22（04）：20-22.[6]杨士花，黄雁鸿，姜梅，李永强.食品广告语的语言特色及翻译技巧[J].英语广 场，2015，（07）：32-33.[7]张贵芳.关联理论与翻译：从关联理论角度研究翻译[D].电子科技大学，2003.[8]张莉.基于关联理论的广告翻译策略分析[J].赤峰学院学报（汉文哲学社会科学版），2008，29（12）：36-38.

第二篇：广告中双关语技巧研究

[Abstract] In modern society, advertisement’s influence is universal.pun is to add more attraction, being applied as a kind of figures of speech in advertisement and deeply loved by people.pun has many forms of expression such as pun on polysemy, homophone, hononymy, parody, illustrations and words, grammar, etc.The advertisers use brand, idiom, and phrase, etc, to form pun skillfully.From the aspect of pragmatics, pun violates the Cooperative principle by Grice.people usually violate the maxims in four ways.The article analyses pun from the fourth way that the speaker may flout a maxim;that is, he may blatantly fail to fulfill it and to achieve some purpose.The proper use of pun in advertisement results in the effects of humor, wit, beauty, economy, warning, and even makes the product more competitive and profitable, and makes the advertisement sweet to the ear, and please both the eye and mind.[Key words] advertisement;pun;pragmatic maxims;pragmatic function

【摘 要】当今社会，广告作为一种竞争手段无处不在，而双关语是一种广泛运用于广告创作并深受人们喜爱的修辞格。双关语的表现形式多种多样，可分为一词多义双关，同音异义双关，谐音双关，仿拟双关，插图和文字双关，语法双关等。广告商巧妙地运用品牌、成语、习语等构成双关语以增加宣传效果。但从语用学的角度去分析双关语，它违背了Grice提出的合作原则。合作原则的违反通常有四种情况，而本文主要从第四种进行分析双关语，即说话人公然不执行某一条准则，也就是说话人知道自己违反了一条准则，他还想让听话人知道他违反了一条准则。运用恰当的双关语产生了幽默、风趣、经济和警告的作用，使人享受语言的美，同时帮助厂家在激烈的竞争中立于不拜之地，获得更大收益。

【关键词】广告；双关语；语用原则；语用功能

1.Introduction

“The definition of advertisement by AMA(American Marketing Association): Advertising is the nonpersonal communication usually paid for and usually persuasive in nature about products, services of ideas by identified sponsors through the various media.[1] It is a device to arouse consumers’ attention to a commodity and induce them to use it.In modern age, people find themselves surrounded by various advertisements each day.An American writer writes: “ we find advertisement of all kinds everywhere, for example, glittering neon signs on top of high buildings and a long main streets, colorful pictures painted on buses pamphlets sent to very house, advertisement jammed between TV programs various advertisement glutting, newspaper and radio broadcast;etc.”[2] Facing so many advertisement, how to make the advertisement impressive is the main purpose of the advertisers.In order to enhance the appeal of an advertisement, advertisers pay much attention not only to such expressive devices as plates, color and the layout of a printed page, but also to the choice of words or phrases, to make an advertisement beautiful and attractive.In the practice of the advertising English, people pay more attention to pun to make the advertisement succinct, accurate and vivid and to provide rich imagination and plentiful associations for readers so as to stimulate their desire.The frequent and wide use of figures of speech is an important characteristic of advertising English, which is an effective way to make the advertisement attractive.Among the figures, pun is loved deeply.Oxford Advanced Dictionary defines pun as “humorous use of a word that has two meanings or of different words that sound the same”.[3] A pun(also known as paronomasia)can be understood like that it is a deliberate confusion of similar-sounding words of phrases for rhetorical effect, whether humorous or serious.It leaves a deep impression on readers by its readability, wit and humor.It can satisfy the requirement of advertisement characteristics—selling power, memory value, attention value, and readability.So pun is very popular in advertisement.The article just wants to present the pragmatic function and application of pun in advertisement.2.Types of pun in advertisement

A pun is a rhetorical device in which people use the polysemous, or homonymous relation of a language to cause a word, a sentence of a discourse to involve two things of meanings.It has several types.2.1 pun on polysemy

“While different words may have the same of similar meaning, the same one word may have more than one meaning.This is what we call polysemy, and such a word is called polysemic word.Historically speaking, polysemy can be understood as the growth and development of or change in the meaning of words.”[4] pun on polysemy is used widely, especially with the name of the product such as the following examples:

[1] “From sharp minds.Come sharp products.”[5]

The example is an advertisement for the Sharp copier.The word “sharp” praises the consumers’ brightness, but also refers to the Sharp product.The advertisement praises the consumers who are sharp to buy the product which is sharp.The vanity of the audiences is aroused and they want to use it to show their wise, and also they believe the product is really sharp.[2] “Money doesn’t grow on the trees.But it blossoms at our branches.Lioyd Bank.”[6]

It is the slogan of Lioyd Bank.“branch” means “part of a tree growing out from the trunk”, but here it implies the division of bank”.The slogan encourages people to store their money in Lioyd Bank, and their money will be like the blooming flowers, yielding better fruits.After understanding its meaning, readers will figure it out in mind that their money will become more and more daily and daily, just like the leaves in spring.2.2 pun on Homonymy

“Homonymy refers to the phenomenon that words with different meanings have the same form, i.e, different words are identical in sound or spelling, or in both.When two words are identical in sound, they are homophones.When the words are identical in spelling, they are homographs.When two words are identical in both spelling and sound, they are complete homonyms.”[7] The follow instances will explain that:

[3] “ ‘VIps’ an atomical comfort.Variable Impact pressure Sole”[8]

The advertisement of sportshoes uses the homophonic word “VIps”.As we know, VIp usually stands for “ very important persons”, while, here, it stands for “Variable Impact pressure Sole”.It implies if you use VIps, you will be a VIp.The word “VIps’ motivates the audiences’ vanity and induces them to buy the product.[4] “Trust us.Over 5000 ears of experience.”[9]

It is an advertisement for audiphone.The literal meaning is that the product has experienced a lot of texts.While “ears” and “years” are a pair of homophone.So it implies that the product has a long history and has high quality.[5] “Goodbuy

Winter!

100% cotton knitwear $40”[10]

It is an advertisement for the sale of winter clothes.The advertisement seems to people that it s a good and cheap to buy cotton knitwear.But when the audiences read “goodbuy winter” together, they will understand the good use of pun.“Goodbuy winter” sounds the same as “goodbye winter”.The advertisement use homophone to show two meanings: it is a good business to buy the cotton knitwear now, and winter has passed away.Naturally, people will associate the situation happening every year that when they say goodbye to winter, the clothes will have a great discount and it is good time to buy them.[6] “More sun and air for your sun and heir.”[11]

The advertisement is for a bathing beach.The advertiser uses homophone skilfully, sun vs.son, and air vs.heir.The advertiser encourages people to bring their son and heir to the bathing beach to get sun and air to keep fit.Each couple hopes their son and heir will be healthy all their life.pun makes the advertising language sound sweet, fluent and persuasive.2.3 pun on parody

“parody is a piece of speech, writing of music that imitates the style of an author, composer, etc in an amusing and often exaggerate way.”[12] pun on parody uses the outfit of saying, apothegm, proverb or idiom to form new meanings.English has a lot of well-known phrases, idioms and sayings.They are important part of everyday language spoken by the English speakers, and have become one of the aspects of the English culture.The advertisement designers are sharp-minded and imaginative.They change a part of the expressions and put their ideas into them to achieve sensational effect.And most of them achieve a remarkable success.The transformations are not only eye catching, but also easy to be accepted by the common, who will do according to the tradition.As the sayings of idioms have been one part of the tradition, the people will be easily persuaded by the advertisement works of this kind.So pun on parody is popular in advertisement.[7] “A Mars a day helps you work, rest and play.”[13]

It is the slogan of Mars chocolate company.Looking at this advertisement, people will associate it with two idioms: “An apple a day keeps the doctor away” and “ All work and no play makes Jack a dull boy”.From the meanings of the two idioms, the watchword tells people that a Mars’ chocolate a day will make you not be a dull boy(make you wise)and keep the doctor away(keep fit).[8] “Try our sweet corn, you’ll smile from ear to ear.”[14]

It is taken from the advertisement for a kind of sweet corn.The word “ear” has double meanings: the organ of hearing and the seed –bearing part of a cereal.Te idiom “ from ear to ear” also is a pun.One meaning is that people are satisfied with the product.The other one is that the consumers eat one ear by another.So the advertisement implies that the sweet corn is very delicious, and you will enjoy it and eating one by one.How can people refuse such delicious food?

[9] “All is well that ends well.”[15]

This is an idiom, but here, it is taken from an advertisement of a cigarette.“End”, as a verb, means “finish”, while, as a noun, means “cigarette butt”.The sentence means that if the cigarette ends are good that the cigarette is good.2.4 pun on Grammar

Many advertisers use pun produced for grammar problem to attract the audiences, such as ellipsis or word with different grammar functions.If this type of pun can be used properly, it will achieve unexpected effect.[10] “Which lager can claim to be truly German?

This can.” [16]

It is an advertisement for Lager beer.“Can” is a modal verb.But in the advertisement, a can of beer beside it reminds people “can” has another meaning—tin.Also “Lager” refers to the name of beer.With the illustration, the whole advertisement brings a humorous effect and impresses the audiences deeply.The Coca-cola company also uses “can” to do their advertisement.[11] “Coke refreshes you like no other can.” [17]

Just like last example, “ can ” has double meanings, so the sentence can be understand like that Coke refreshes you like no other(can;tin, drink)can(refresh you).It implies their product is the best one.Of course, people like to buy the best one.2.5 pun on Illustration and Words

A lot of advertisement associates with illustrations and words to achieve better effect, especially on TV, because people are more easily attracted by pictures than words.The illustrations and words can help people to understand the advertisement fully.pun in the advertisement must be connected with illustrations and words, so people can understand the implied meanings.For instances:

[12] “50% OFF.”[18]

It is a shopwindow advertisement of E-spirit exclusive shop in Shanghai from 2001 and spring festival.The illustration is a picture with six lights, three on and three off.From the illustration, people know it does not only mean a half of the lights are off, but also means the whole sale discounts 50%.The illustration and words are vivid, and attract the passers-by’ attention more easily.[13] “Stop at two.”[19]

It is the title of an public service advertising(pSA)which the population and community Development Association(pCDA)of Thailand uses to advocate the couple to have children no more than two.The illustration is the photo of Wistern Churchill who formed a “V” letter with his forefinger and middle finger.The gesture “V” means victory.So people also can understand that it is a victory to have only one child.This picture is famous, so people will remember it easily.To achieve the success of their country, people may more like to control the population.3.pragmatic analysis of advertisement pun

From analyses above, people can understand that a pun usually uses one word in a sentence relating to double meanings, surface meaning and implicit meanings, which is the main idea the speaker wants to convey.The advertisers like to use the double meanings to produce ambiguity.While, analyzing from pragmatic maxims, it breaches Cooperative principle.Just look at another example:

[14]You’ll go nuts for the nuts you get in Nux.[20]

In the advertisement, “go nuts” means “go to buy nuts”, here in the advertisement, it also means “go crazy” in the daily English expression.And “Nux” is the name of the product.So it means the nuts will make you crazy if you buy them in Nux.The use of pun violates the Cooperative principle, but what is Cooperative principle?

3.1 Cooperative principle

“The theory of conversational implicature was originally suggested by Herbert paul Grice, an Oxford philosopher, who later went to America.”[21] His approximation is “We might formulate a tough general principle which participants will be expected to observe namely: Make your conversational contribution such as is required, at the stage at which it occurs, by the accepted purpose of direction of the talk exchange in which you are engaged.One might label this the COOpERATIVE pRINCIpLE.”[22]

“In order to explain further the cooperative principle, abbreviated as Cp, Grice borrows from the German philosopher Immanuel Kant four categories: quantity, quality, relation and manner.That is, the Cp is specified from four aspects.And the content of each category is known as maxim.3.1.2 Quantity

a.Make your contribution as informative as is required(for the current purpose of the exchange)

b.Do not make your contribution more informative than is required”[23]

That is to say the quantity of the information you give must suit for the requirement, no less, no more.For instance, if you go to buy one pen, but the assistant gives you two pens, he breaches the Quantity.Because he should give one pen to you that you want.3.1.2 “Quality

a.Do not say what you believe to be false

b.Do not say that for which you lack adequate evidence”[24]

It means that the speaker can’t tell lies but only can say that which has been proved to be right fact.However, if the speaker thinks what he says is right, but in fact it is false, he still obeys the principle.Give you an example, if someone asks you to go shopping with him, but you don’t like to, so you tell him that you have a meeting tonight.At this time, you violate Quality, for you have told lies to your friend.3.1.3“Relation: be relevant”[25]

That means what you say must be relevant.For example, when you are hungry, you don’t expect you partner giving you a book, but a cake, because cake is relevant to your feeling at this situation.3.1.4 “Manner

a.Avoid obscurity of expression

b.Avoid ambiguity

c.Be brief(avoid unnecessary prolixity)

c.Be orderly”[26]

The maxim requires the words speaker used must be concise and without ambiguity.For instance:

[15] A: Will you go to Xiamen tomorrow?

B: Maybe.In the case, B violates Manner, because his answer is ambiguous.A still can’t get the answer he wants.After the explanation of Cp, a better understanding will be made by readers on above examples, which have violated the Cp.But why do the advertisers like to use pun to violate the Maxims deliberately? The answer can also be given by Grice.3.2 Violation of the maxims

Grice thought only both speaker and listener obey the principle, could their intercourse be concordant and harmonic.While he also noticed that people didn’t always obey the principle in social activity, on the contrary, they breached it intentionally.So Grice gives four ways to explain the failure to fulfill a maxim.“Firstly, he may quietly and unostentatiously VIOLATE a maxim;if so, in some cases he will be liable to mislead.” It means you are intentional to violate the maxim.[27] For example: If someone invites you to join in a party, but you don’t like to.Avoiding offence to him, you may say, “ sorry, I have promised Jim to go shopping”.At this time, you know you tell lies, but you have to.“Secondly, he may OpT OUT from the operation both of the maxim and the Cp;he may say, indicate, or allow it to become plain that he is unwilling to cooperate in the way the maxim requires.He may say, for example, I cannot say more;my lips are sealed.Thirdly, he may be faced by a CLASH: he may be unable, for example, to fulfill the first maxim of Quality(Be as informative as is required)without violating the second maxim of Quality(have adequate evidence for what you say).”[28] For example:

[16] A: Where does X live?

B: Somewhere in the suburbs of the city.The answer of B breaches the Quantity, because he provides less information that A wants to know.But if B really doesn’t know where X lives, he obeys the Quality that do not say what you lack adequate evidence;if B knows the address of B, yet he does not want to tell A, then he implicates that he doesn’t want to tell A.“Fourthly, he may FLOUT a maxim;that is, he may BLATANTLY fail to fulfill it.On the assumption that the speaker is able to fulfill the maxim and to do so without violating another maxim(because of a clash), is not opting out, and is not, in view of the blatancy of his performance, trying to mislead, the hearer faced with a minor problem;How can his saying what he did say be reconciled with the supposition that he is observing the overall Cp? This situation is one that characteristically gives rise to a conversational implicature;and when a conversational implicature is generated in this way, I say that a maxim is being EXpLOITED.”[29] Give an example:

[17] A: Where is Mary?

B: There is a blue car outside Bill’s house.In the conversation, B breaches Quantity, but if A assumes that B is willing to cooperate with him, he will try to relate his question to B’s answer.Basing on their common sense that Mary has a blue car, and then he will understand that B is telling him that Mary is at Bill’s house.In advertisement, the advertiser violates the cooperative principle in the fourth way to attain a certain purpose, thus making the utterance produce ambiguity.Although the advertisement disobeys the principle, but it can arouse the audiences curiosity and induce them to buy the product and at last achieve a better effect.Look at some advertisements:

[18] “You can buy Happiness.”[30]

It is the slogan of a shampoo advertisement.The advertisement breaches the Manner Maxim—avoid ambiguity, for happiness has double meanings here: “delight” and “the name of the product”.It wants to express the meaning that if you buy Happiness, you will attain happiness.Although it breaches the Cooperative principle, it impresses the audiences deeply and arouses their interest to have a try.[19] “In our country we keep animals in the forest and people in the cages.” [31]

It is the advertisement for Volvo Car Company.From the ad, people may give an assumption that they keep animals in the forest while shut themselves in the cages.But to the common sense, the phenomenon is impossible.So the advertisement breaches the Quality that you only can say what you think is right.But through the context of the advertisement, the audiences can understand the cages refer to Volvo car, and finally know the meaning of the advertisement that the Volvo Company aims at producing more and better cars for people.[20] “The Unique Spirit of Canada: we bottled it.Right to the finish, its Canadian spirit stands out from the ordinary.What keeps the flavor coming.Super lightness.Supper taste.If that’s where you’d like to head, set your course for Lord Calvert Canadian.” [32]

The example is taken from the advertisement of Lord Calvert Canadian.At the first sight of the advertisement, people would be drawn, for they wonder what’s the unique spirit of Canada.After thinking, they would find “To bottle the spirit” has two meanings here: one is to bottle the liquor;the other is to put the Canadian spirit into this liquor.The advertisement breaches Manner Maxim but arouses people’s curiosity.pun in the advertisement has a great function.4.The pragmatic function of pun in advertisement

pun has a lot of advantages such as conciseness, wit and humor, novelty and vividness.It produces a particularly rhetorical and pragmatic effect when people use the language creatively in a specified context.The proper use can make the advertisement impressive and attractive.4.1 Wit and humor

pun, the game of word, produces wit and humor effect to attract the audiences’ attention and inspires their association.In the age of rapid rhythm, advertisement with pun like a spice makes people enjoy themselves in the advertising atmosphere, and reduces their pressure in a relaxed environment.[21] “When the wind has a bite… and you feel like a bite… then bite on a whole Nut.”[33]

The word “bite” has several meanings: grip, food, and eat.The whole sentence means that when the strong wind hurts you and you are very hungry, just eat some Nut.After day working, people would feel tired and hungry, while the advertisement is just the situation of them.Therefore, they would be attracted to buy the product, so they will not suffer hunger after work.Also, the sentence sounds like tongue twist.[22] “Excellent Taste!”[34]

It is a word in an advertisement for a whiskey product—Jamson.In the advertisement, when the hero drank the Jamson whiskey that the heroine introduced to him, he said, “Excellent Taste”.Generally speaking, “taste” means “favor”, but here, another meaning is “the ability to appreciate what is beautiful”.So the advertisement means: this kind f whiskey as good flavor;the heroine has high appreciation.The advertiser uses pun to praise both the product and the consumers who choose their product.It caters for people’ vanity and induces them to buy the product.4.2 Creativeness and originality

This is typical of advertising language.An advertisement has a high demand of diction every word playing an important role.If human emotions have to be inspired, the words, strong in expressing emotions, will be chosen.In advertisement, originality is king.A new way of sending message can set a brand apart from copycats and also-rans.So it is important to use something novel such as coinage in the advertisement to draw people’ attention.Normally, a new created word accepted by readers can enhance the freshness and attraction of the advertisement.Good advertisers use coinage to refresh the advertisement and to achieve its propagandist purpose.[23] “Cab Fourward.”[35]

It is an advertisement title of Ram Car produced by Doqi company.The word “fourward” sounds like “forward”.Connecting it with the picture in the advertisement, people would know why it uses ‘fourward”.Because the four doors of this kind of car could be opened from four directions.The advertiser creates the word “fourward” from “forward” to show the speciality of the car.[24] “Catch the Raincheetah and cheat the rain.”[36]

It is an advertisement in Toronto Daily Star.The punny word “Raincheetah”, the name of the raincoat, sounds like “raincheater” while the word “raincheater” derives from “windcheater”.The word “cheat” in the sentence makes it wonderful and let people feel that this kind of raincoat can protect the consumers well.pun gives people impression of novelty and interest.4.3 Satisfying people’s requirement of beauty

A good advertisement is a text from which people can appreciate the art of language, especially advertisement using pun.pun in advertisement is orderly and antithetic that makes people feel the aesthetic modality of language.The characters of pun, such as vividness, wit and humor, pleasure people’s spirit and let them enjoy the beauty of language.For instance:

[25] “Give your hair a touch of spring.”[37]

It is an advertisement for shampoo.The word “spring” here is very vivid and like a picture in people’ mind: after using the shampoo, the long hair becomes elastic and shining.When you stand there, your hair will go with wind.Everyone likes beauty, so the advertisement caters for people’ desire and induces them to buy the product to make them more beautiful.4.4 Satisfying the requirement of society--Economy

With the rapid development of the society, people become busier and busier, so they require short and easy remembered advertisement to supply the message they want.But how to impress the audiences is a question.The answer is using pun.But why is pun especially favored by the advertiser? The main reasons as following:

“Firstly, advertisement is paid message, with limited space and time, so it doesn’t allow verbiage to waste the investment.pun with double meaning has the characteristic of small carrier but plenty of connotations.So it is very economic, effective and money-saving to the advertiser.Secondly, in modern society, people pay more and more attention to effect, and get tired of the tedious advertisement.The pun in advertisement is usually formed by short sentences.Some use the name of the product as the theme of the advertisement.Some use excellent phrases to show the specialties of the product.To the audiences, it saves their time to get the information they want.Thirdly, usually, the audiences read or watch advertisement unintentionally and only can remember something unconsciously.So, to achieve expected propagandist effect, the advertisement must reduce the memory message.pun is suitable for the requirement.The content is short, the form rhythmic, and the style novel, which are easily remembered and impressed people deeply.”[38]

In a word, pun uses fewer words to express full message which is the content of Economy principle, and it usually reaches the purpose of advertisement that is arouse consumers’ attention to a commodity and induce them to use it.For instance:

[26] “Two beer or not two beer, that’s a question.----Shakesbeer”[39]

Looking at the beer advertisement, people would associate it with the proverb “To be or knot to be, that’s a question” in Hamlet.Shakesbeer is the name of the beer, but it sounds like “Shakespeare” who is known nearly all over the world, so it is easy for people to remember the Shakesbeer.And the word said by Hamlet is also very famous, especially in western country.The sentence is short and the pattern is famous, so people will remember the product naturally.[27] “Go well, Go Shell.”[40]

It is an advertisement for Shell Oil Company.“Well” sounds like “where”, so it implies that go to Shell company to buy oil.Only four words are used in the advertisement, but express the meaning fully and impress people deeply.Imagine that one day, when you drive your car, suddenly, the oil is run out.So you are wondering where to go, then, of course, you will remember the words “Go well, go Shell”.So you will go to Shell at once.The slogans impress the audiences deeply and persuade them to buy the product invisibly.[28] “Make Time For Time.”[41]

It is an advertisement for Time magazine.The advertisement uses the pun on homonymy of the word “time” to refer two meanings: common sense of time, and the name of he magazine.The advertisement means that read Time magazine to seize time.In the society full of competition, time is important and magazines also play an important role which people have to read to broaden their view.While Time magazine will not only broaden view, but also save your time.It satisfies people’s requirement.4.5 Implying Warning

Some advertisements imply warming.pun can make the warming vivid and effective so that people can pay attention to it.For instances:

[29] “Better late than the late.”[42]

It is a public service advertising of traffic.It derives from the proverb “Better late than never”.In the sentence, “the late” means” the dead”, and it reminds the drivers to drive slowly and carefully.The advertisement with pun here has more powerful to persuade the drivers to care their security.Another example:

[30] “The driver is safer when the road is dry;

The road is safer when the driver is dry.”[43]

It is also an advertisement for safe driving.The excellent word is “dry” which has double meanings: without water and without drinking.It expresses if the road is dry and the driver doesn’t drink, all drivers will be safer.The antitheses and thyme of the sentence has more powerful to warm people.4.6.Making the product more profitable and competitive

The speciality of pun is useful in advertisement, and favored by people.If a advertiser can make full use of it to satisfy people’s requirement, the product may precede others and gain the market.[31] “A deal with us means a good deal to you.”[44]

Here, the double meanings of “deal” are: the amount and business.The meanings of the advertisement are that: do trade with us is a good business to you;doing business with us, you will get a lot.Advertisers use pun skilful to inspire the audiences’ curiosity and attract their interest to do the deal.[32] “powe to influence others.”[45]

It is an advertisement for a Hector powe Clothing Company.They advocate that if you wear their clothes, you will have power to influence other people.Because “powe” is like “power”.It satisfies people’s desire of power, so they like to have a try.Thus, it will bring great profit to the powe company.Maybe people with the clothes can’t have more power, but the company has the power to influence the market.5.Conclusion

Advertisement is a way for the company to propaganda their product.To gain the market among the severe competition, it is important to carry out a wonderful advertisement to promote their product, and figures of speech is an effective way to achieve the purpose.Among the figures, pun is a wide and frequent approach, because it is an effective way to make the advertisement attractive, accurate, striking, vivid and forceful.Although pun violates the pragmatic maxims, it can correspond to the requirement that said by Geoffrey N.Leech, a famous British linguist, that advertising words must be vivid, conspicuous and impressive, with high readability and the force to promote sales, so it is used widely in advertisement.pun in advertisement has many forms of expression such as pun on polysemy, homophone, hononymy, parody, illustrations and words, grammar, etc.and can result in the effects of humor, wit, beauty, economy, warning, and even makes the product more competitive and profitable.So only understand its pragmatic analysis, types and function of pun, can it be used rightly and make the advertisement sweet to the ear, and pleasing both the eye and mind.Bibliography

[1] Oxford Advanced Learner’s English—Chinese Dictionary [Z], Oxford University press,1997/7, p1202

[2] 王燕希，广告英语一本通[M]，广东，对外经济贸易大学出版社，2004/6，p7

[3] 张昭苑，段海生，English Advertisement and Its Translation[J], 重庆邮电学院学报（社会科学版），2004/11，p605

[4] 戴炜栋，何兆熊，新编简明英语语言学教程[M]，上海外语教育出版社，2002/7，p74-75

[5] 付红桥，简析广告中的双关语[J]，重庆工学院学报，2004/6，18（3），p42

[6] 赵永冠，英语广告中的双关语[J]，广西，钦州师范高等专科学校学报，2003/12，18（4），p50

[7] 同[4] p75

[8] 杨惠馨，英汉广告中的双关语及其英汉互译[J]，新疆师范大学学报（哲学社会科学版），2003/9，24（3），p180

[9] 同[7] p49

[10] 同[6] p52

[11] 同[7] p49

[12] 同[4] p1067

[13] 同[7] p49

[14] 同[6] p51

[15] 同[7] p50

[16] 同[7] p49

[17] 同[6] p50

[18] 同[8] p75

[19] 同[8] p75

[20] 同[7] p49

[21] 姜望琪，语用学理论及应用[M]，北京大学出版社，2000，p34

[22] 同[21] p34

[23] 同[21] p39

[24] 同[21] p39

[25] 同[21] p40

[26] 同[21] p40

[27] 同[21] p44

[28] 同[21] p44

[29] 同[21] p44

[30] 金井，英语广告中的双关语[Z]，北京，英语通，2005/10，p50

[31] 经贸英语教研室，语用原则和广告双关语[J]，长沙民政学院外语系，2005/7/28，p36

[32] Du Juan, On the Diction Characteristics of English Newspaper Advertisement [J], Journal

of Lan Zhou University(social sciences), 2000,vol.28, p236

[33] 同[7] p50

[34] 同[30] p50

[35] 同[6] p35

[36] 王燕，英语广告双关语的语用技巧及其语用分析[J]，湖南科技学院学报，2005/10，p296

[37] 同[5] p42

[38] 同[30] p50

[39] 周红，英语广告双关语的运用技巧及其语用功能[J]，北京，国际关系学院学报，2005，p123

[40] 同[5] p42

[41] 王笑施，广告英语语言技巧浅析[J]，北京邮电大学学报（社会科学版），2001/4，3（2），p62

[42] 同[41] p123

[43] 同[7] p50

[44] 同[39] p295

[45] 同[6] p51

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适者生存—对《飘》中生存意识的探究 《高级英语》中某些修辞手法赏析

The Seven-Eighths of The Old Man and the Sea: an analysis of “Iceberg Theory” 英汉亲属称呼语与中西家庭教育模式差异

《绝望的主妇》中的中产阶级女性独立意识的研究 交际教学法在当前高中外语教学过程中的实效性 86 87 88 89 外贸函电写作中存在的误区及其对策 跨文化广告传播中的语用失误研究

从个人英雄主义到爱国主义的升华—《荷马史诗》中阿喀琉斯形象的分析 Cultural Differences and Translation Strategies 90 广告翻译

The Impact of High and Low Context on Intercultural Communication 92 改革开放后的中美女性形象对比

灵魂救赎者—《七个尖角阁的老宅》中菲比的人物分析 94 合作原则在动画中的应用 95 女性哥特视角下的《蝴蝶梦》 96 目的论视角下的儿童文学翻译：《爱丽丝梦游仙境》译本对比 97 《蝇王》主题之原型解读

《鲁滨逊漂流记》中鲁滨逊的资产阶级特征

完美管家还是他者—浅析《长日留痕》中的管家形象（开题报告+论）100 从关联理论视角看美国动画电影的字幕翻译－－以《冰河世纪》系列为例 101 浅析电影《风雨哈佛路》中女主人公的性格特征 102 A Comparison of the English Color Terms 103 源于真爱的结合：简爱的婚姻对当代人的启示 104 浅谈商务英语合同的翻译

英文电影欣赏与大学生跨文化交际能力的培养——xx学院案例 106 性别差异在日常英语词汇和句法中的体现 107 论《红字》中“A”的象征意义

莎士比亚《威尼斯商人》中的女性主义 109 汉语公示语英译中存在的问题及分析 110 《玻璃动物园》中的逃避主义解读 111 谈成长中的大卫•科波菲尔的情感波折 112 中文被动句的英译

从高中生生理和心理的角度探讨PPT使用的利弊 114 中西戏剧发展快慢对比及其原因

“拂过水仙的蕙风”——华兹华斯与汪静之作品浅析 116 交际法在初中英语教学中的应用

《杀死一只反舌鸟》文本和电影的比较研究 118 浅析英语歧义句的成因及消除 119 《七宗罪》的人性解剖 120 浅议英语广告的翻译

中西方餐具文化对比研究—以筷子和刀叉为例 122 从《简•爱》与《藻海无边》看女性话语权的缺失 123 高中英语听力课中的文化教学

对林语堂的《吾国与吾民》几种中译本比较研究

试析译者主体性在《到灯塔去》两个汉译本中的体现 126 《哈姆雷特》中的女性人物分析

“同一性危机”——浅析汉娜的悲剧人生

从《简爱》和《藻海无边》看罗切斯特对女性和婚姻的态度变化 129 美国战争电影的人性和文化透视－－以《拯救大兵瑞恩》为例 130 The Influence of Bob Dylan and His Works on American Social Movements 131 浅谈当代大学生炫耀性消费文化 132 《圣经<箴言>》的修辞分析 133 《芭芭拉少校》中的现实主义 134 英语新词汉译原则研究

从英式桌球斯诺克看英国的绅士文化及其对中国的影响 136 黑人性的遗失与保存从黑人文化传统看《日用家当》

从小说到电影改编的创造性背叛的研究——以《冷山》和《红字》为例 138 滑稽背后的严肃－－浅析王尔德喜剧《认真的重要性》中人物话语特征 139 A Comparison of the English Color Terms 140 《傲慢与偏见》中伊丽莎白的性格分析

美国电影作品中英雄主义所隐含的美国社会文化 142 麦克•莫波格《柑橘与柠檬啊》的叙事艺术 143 冰山原则在《老人与海》中的体现 144 分析露丝的觉醒《接骨师之女》

《野性的呼唤》中巴克的性格形成过程分析 146 背景知识在翻译中的重要性

论《月亮和六便士》中的自然主义特色 148 从文化差异角度来分析习语的翻译

全身反应法在少儿英语教学中的应用——以杭州英之辅EF语言培训为例 150 从功能对等和文化语境差异角度看商务英语翻译技巧 151 情景教学法在大学新生英语口语教学课堂中的实施 152 礼仪在商务谈判中的应用

153 非传统式英雄——从女性主义批评角度看《名利场》 154 英语专业学生英语口语学习动机调查研究 155 英语谚语重复修辞格的翻译

156 Roberta’s Role in An American Tragedy

157 论英语电影片名的翻译

158 佩克拉的忧伤－－解读《最蓝的眼睛》 159 从黑人女性主义解读《宠儿》中塞丝的觉醒 160 企业文化构建的话语分析路径

161 超验主义思想在惠特曼诗歌中的体现 162 中英文颜色词的文化内涵及翻译

163 意识流与女性主体意识建构：以詹姆斯•科尔曼的《莫说她很怪》为例 164 英汉习语对比研究及其对高中英语教学的启示 165 Analysis on Ambiguity in The Scarlet Letter 166 A Study of Self-Other Relation in The Painted Veil 167 论奥斯卡•王尔德的矛盾性——从传记角度解读《奥斯卡•王尔德童话集》 168 论《了不起的盖茨比》中美国梦的幻灭与重生

169 从女性主义视角解读《飘》中斯嘉丽•奥哈拉的性格特征 170 《呼啸山庄》叙事视角多元性研究 171 国际商务谈判技巧与策略初探 172 《吉檀迦利》中的泛神论思想

173 An Analysis of Conversational Implicature In Pride and Prejudice 174 从跨文化的角度研究中英幽默

175 《夜色温柔》男主人公迪克的精神变化研究

176 以马斯洛需求层次理论分析《傲慢与偏见》中的爱情婚姻观 177 论法律英语的语言特征及其翻译

178 从《绝望主妇》各主角看美国家庭问题 179 论《汤姆琼斯》中流浪汉模式的继承与创新 180 论《紫色》的叙事现代性分析 181 汉语歇后语之英译

182 剖析《麦田里的守望者》主人公霍尔顿的复杂个性 183 中英寒暄语委婉语的文化差异对比

184 “本我，自我，超我”—《飘》中玫兰妮性格分析

185 理想与现实的距离——《麦田里的守望者》中主人公霍尔顿的求索之路 186 The Comparison of the Chinese Spring Festival with the Western Christmas Day 187 第二次世界大战中的温斯顿丘吉尔

188 Analyses of the Morels’Oedipus Complex in Sons and Lovers 189 《老友记》中幽默的翻译

190 经贸英语中的缩略语现象及其应用

191 从“米兰达”的人物形象看凯瑟琳安波特的女性观 192 英语交际中害羞心理产生的根源及其克服方法 193 《了不起的盖茨比》中乔丹•贝克的人物分析 194 《魔戒》中的现实主义初探

195 由《红楼梦》中人名的英译看中西文化差异

196 基于荣格的“人格面具”理论分析《呼啸山庄》中凯瑟琳的性格 197 礼貌原则与中西文化的差异

198 影视剧字幕汉译探究－－-以《吸血鬼日记》的字幕汉译为例

199 解读二十世纪二十年代美国商业社会——对《巴比特》的人物性格及讽刺手法的分析

第四篇：广告双关语的语用策略与美学策略

广告双关语的语用策略与美学策略

阅 读

2010-12-31 作者：刘艳

来源：商场现代化

双关，是汉语特有的修辞手法之一，它主要是利用汉语语音或语义的条件，使语句同时兼有甲乙两种语意，或一明一暗，一隐一现，言在此而意在彼；或将两种语意巧妙联系，使之兼而有之，另受众由甲想到乙，由乙再重新认识甲，反复咀嚼，回味无穷。广告创作中恰当使用双关修辞，往往能使广告语言生动形象、幽默诙谐，使人产生美的享受，从而接受商品信息，达到广告的诉求目的。

然而双关策略并非任何广告人都能将之运用得恰倒好处，达到预期设想的效果。使用双关广告者不仅要尽力让广告达到最佳关联，还应该考虑消费者的百科知识，民俗背景，以及不同消费者对信息接受的惯性问题。如果双关策略没有贴近受众的文化背景，就达不到预期的效果，甚至可能物极必反，弄巧成拙。

在广告中使用双关应从实际出发，恰当使用，不能勉强为之。在表达上，既要委婉、含蓄、有余味，又不能扑朔迷离，让人琢磨不透。现实中“大吃一斤”（饭锅广告，谐音“大吃一惊”）；“立竿见影”（肝药广告）；“雄鸡冷饮，食全食美”（冷饮广告，谐音“十全十美”）之类广告的谐音双关技巧拙劣不已，让人看后不知所云，根本无法达到最佳关联的效果，更不要说语言的幽默和广告的传播效果了。

还有些广告语，追求低级趣味。例如，某妇科洗液广告语“无炎（言）的女人更温柔”。“旺旺”系列食品的“挑豆”豆的广告语“我不是开玩笑哦，我是真的要挑豆（逗）你哦！”或许从商业炒作的效果来看，这些“问题”双关广告已经达到了它的目的，至少它让人们记住这些广告词（尽管它们是蹩脚的），但从广告文化学的角度看，它们又都是失败的，因为它们不被人们赞同，不能产生美感。

广告双关语要力求达到最佳关联才能取得较好的语境效果。最佳关联意味着广告的语境效果要足以引起公众的注意，公众要为取得语境效果付出努力，而且付出努力后能相应地增强语境效果。同时，广告主在使用双关策略时还应充分考虑大众的认知心理，文化背景和风俗习惯，在尽力达到双关语清新幽默、委婉含蓄等修辞效果时，注意提高产品的知名度和美誉度。最终达到劝导、刺激消费的商业目的。

一、广告双关语语用策略

双关都具有两层含义。广告主利用语言文字同音或同义，同音异义的关系，使一句话涉及两件事，一明一暗，一真一假，既引人注目，又引起联想。但是，正是由于双关的这种双重性，有可能导致歧义的产生。从语用学的角度分析，这是对合作原则中方式准则的违反：要清楚明白、避免晦涩歧义。然而双关为何仍受广告主的青睐呢？这里我们不应忘记，广告的首要任务是引人注目，双关无疑是帮助广告主实现这一目的的有效手段。

那么消费者，他们又是怎样领悟广告双关语的真正含义的呢？从语用学角度分析，Sperber和Wilson提出的相关原则可以给这个问题提供满意的解释。从相关原则来看，广告双关语的运作方式可以简单地描述为：广告主有意利用双关的特点提供给读者两种或更多的解释，而后者会排除最表层，最直接的含义，领会深层的，广告主所期望的内容。通常，对于消费者而言，在领会其内容的过程中，双关比直观表达方式需付出更多的努力。然而这正是广告主的匠心独运：运用双关既能吸引并维持读者的注意力，又能“使其进入广告所描述的角色中，完全浸溶于广告所创造的氛围中。”同时，读者的这种额外努力并不是无偿付出的，他们通过最佳相关理论领悟广告主的真正意图后，会发现该产品或服务是对自己有益的，即“劳有所得，劳必有报”。摘选几例加以说明：

例(1)华力牌电蚊香，“默默无蚊”的奉献。

例(2)格力空调，创造“凉”机。

例(1）这则广告煞费苦心，匠心独运。这是运用双关的同音异形法。根据相关原则，读者可以体会到“默默无蚊”四字包含了多少内容！首先它展示了使用蚊香的人们所共同追求的目标：无蚊鸣之干扰，无蚊叮之苦恼，默默而无蚊。进一步分析还可看到该蚊香的工作状态：默默而无蚊（闻），无声又无息。再则，它也向人们表明了一心奉献、不图回报的心意，消费者还有什么理由将其拒之门外呢？

同样例(2）读者也可以体会到“创造凉机”这四个字包含了很多内容！首先它展示了使用空调的人们所共同追求的目标：炎炎夏日，凉风习习是何等惬意！进一步分析还可以推断出，格力空调既是你的好空调，又为您带来好机会，这是激发渴望成功人士的购买欲望。

此外，双关语倍受广告主青睐的另一原因还在于其有“一字千金”的巨大优越性。当今社会人们追求的是高效快捷。广告主创作时既要考虑这一点，还要注重经济、实效、省时、省力，使广告文稿既通俗易懂、新颖独特，又能惜墨如金，言简意赅。所以在广告创作中有一条KISS原则，即短而美。

Leech在其论著Principlesofpragmatics中阐述的经济原则的主要内涵是：“当传达的信息既短小精悍，意义又完整无损时，编码和解码过程将既省时，又省力。但他认为由于该原则限制了信息量，可能导致歧义，这与清晰原则相悖，即信息量越少，越容易含混晦涩。”实际上，在多数文体的创作或修辞手段的使用过程中，作者总是想方设法避免这一矛盾，即避免歧异的产生。但是对于双关情况却恰恰相反。这种修辞手段的精妙之处就在于它所具有的双重含义。因此广告主运用双关首先注重的是其简洁凝练的特点，同时利用它所引起的歧义，以及广告这种特殊的语境取得引人注目的效果，完成广告所追求的首要目标，真可谓一举两得。

二、广告双关语的美学策略

由于广告双关语属于语言范畴，在语言实际运用中，广告双关语也能表现出美学特征的价值，这种美可以通过以下层次表现出来。

1.体现通俗美

在当今世界，广告如潮水般铺天盖地涌向消费者，商家如何使自己的产品为消费者所了解并接受呢？一般消费者或读者看或听广告并无明确的目的，是在无意中形成记忆的，这就要求广告双关语必须具有通俗美，即要符合普通消费者的审美要求和审美能力，容易为他们所理解、接受和欣赏。如：

例（1）停电24小时！依旧冷若冰霜。（上海航天冰箱）

例（2）白加黑，清除感冒，黑白分明。（白加黑感冒药）

例（1）中“冷若冰霜”，常形容对人的态度冷淡，毫无热情，也比喻态度严峻，使人难以接近。

这里用来形容停电24小时后的电冰箱，依旧冷的像冰霜一样，回归到成语的本义，形象地说明该电冰箱的制冷和恒温功能。符合中国人的消费心理。例(2)“黑白分明”常用来比喻是非好坏分得清楚，而此广告语则把本义和引申义联系起来一块用，一语三关地道出此种药品人无我有的特质：“黑—黑片—黑夜—睡得香；”“白—白片—白天—不瞌睡”。里层含义中既用了“黑白”的本义也用引申义，既鲜明地突出了药片色泽上的黑白分明，用药时间上的黑白分明和疗效的黑白分明，也告诉受众购药时一定要“黑白分明”，认准牌子，诉求的信息极为丰富且简明，给消费者留下强烈而深刻的印象。

2．制造奇特美

广告双关语除了具有通俗简单明了的特点外，还必须具有注意功能，即能够吸引消费者的注意和兴趣，使他们产生购买商品的欲望。如何才能在竞争激烈的广告大潮中使自己的广告脱颖而出吸引消费者呢？这就要求广告双关语必须具有奇特美。所谓奇特美，是指广告语言采用异乎寻常的表现手法，真实传神地反映产品的功能和功效。具有奇特美的广告语言不仅能吸引消费者的注意力，使消费者对商品产生兴趣，还能给消费者以美的享受，因为这种语言本身就是一种美。试看下面的例句：

美发尽在飘柔。（飘柔洗发水广告）

产品名为“飘柔”，而飘柔的秀发又是年轻女性健康的表征、魅力之所在。“美发尽在飘柔”即谈“美发”的原因在于使用了“飘柔”，同时又指之所以称为美发，是由于飘逸柔和。一语双关，含而不露，给人无尽遐想。这里的意象产生于“飘柔”这个词的多重含义。读者通过移情作用，将自身追求美的心理活动移植到该产品中，从而引发愉悦的感受。

美学原理告诉我们，任何美的事物都是形式美和内容美的辨证统一，这同样适用于广告语言。广告语言的内容美包括通俗美、简洁美、奇特美，还包括意境美，而其形式美主要是指广告语言的意韵美。

3.营造意境美

所谓意境美，是指广告双关语通过语言的联想意义或其内涵组合从而烘托出一定的意境，使人们产生丰富而美丽的联想，满足了人们对美的向往和追求。上文提到的“飘柔”就是产生意境美的成功范例。其他如：

（1）只要是美的，人人都喜欢。（美的空调）

（2）领略美的世界，尽享美的人生！（美的空调）

（3）原来生活可以更美的。（美的空调）

这一组双关广告语，“的”字同形异音异义，表层含义——“美的de事物”，里层含义——“美的di空调”，通过字形相同的联系，把表里两层含义联系起来。表里两层含义因读音上的差别，在受众心理上形成了较远的距离，将读者引入到美的意境，给人以美好的联想和享受。

4.蕴涵意韵美

广告双关语的形式美主要体现在意韵美上。所谓意韵美，主要指广告的语言使用必须节奏明快，发音响亮，富有音乐的和谐与流畅美，使接受者得到听觉美的享受。因为，动听的语言不仅能抓住接受者的注意力，而且能引起他们的好奇心，使他们在不知不觉中受到感染而激起购买欲望。

如：

“美的”家电，“美的”全面，“美的”彻底。（美的家用电器）

这则广告的妙处在于“美的”的双关语义。用品牌名称形成双关，连用三个“美的”，形成一个排比句，使广告读起来朗朗上口，既便于消费者对品牌的记忆，又使读者产生丰富而美丽的联想。

综上所述，广告双关语的美学特征表现为通俗美、奇特美、意境美和意韵美等，因此在进行广告双关语的创作时，我们必须考虑到广告的这些美学特征，以使广告语言符合消费者的审美能力和审美需求，以激起消费者的购买欲，促进产品的销售。

第五篇：关联理论下言语交际中的谎言研究范文

关联理论下言语交际中的谎言研究

摘要：本文以关联理论作为理论基础，从说谎原因和谎言的运作机制两个角度，以及说谎者和听谎者两个方面进行探索，并从关联理论的三方面：交际观、语境观、关联性来分析谎言。从日常生活、书籍、剧本等方面搜集谎言实例，运用相关理论进行分析。在对谎言的生成、识别及关联性进行分析后，结合实例对善意谎言和恶意谎言的语用功能分别进行阐述。利用关联理论的优势，探讨了谎言在日常交际中的成因和理解，对于提高人们对谎言的认识，深入理解谎言背后的动机和意图，防止上当受骗和改善交际技巧起到一定的积极作用。

关键词：谎言关联理论面子

一、引言

谎言是一种以刻意隐瞒事实或提供虚假信息来达到目的的言语，广泛存在于我们的日常生活中。Sperber和Wilson提出的关联理论从认知角度为谎言研究提供了新的思路。谎言研究是一个跨学科课题，是哲学、心理学、社会学和语言学的交叉研究领域。从语言学角度研究谎言始于Coleman和Kay的谎言原型分析。Galasinski从语用的角度对谎言进行了研究。之后大量的研究集中于运用合作原则和礼貌原则等经典语用理论对谎言进行分析。然而这些理论研究都存在着一定的局限性。如合作原则从谎言的信息出发，揭示了谎言违背质量原则，但无法深入分析说谎原因及说谎者与受谎者的互动过程。而礼貌原则仅能解释部分善意谎言，无法为谎言研究提供完整的理论框架。目前，关联理论的应用主要集中在教学、翻译、广告等方面。关联理论试图从认知角度解决人类交际中的共同问题，因而也适用于对谎言的研究。从关联理论的视角下研究谎言，一方面拓宽了关联理论的应用范围；另一方面从关联理论视角理解谎言的产生和识别，有利于增强听者的自我保护意识，也有利于犯罪侦查中的谎言识别，维护社会和谐稳定。

二、文献综述

（一）谎言的定义和分类

哲学家、心理学家、语言学家等从不同方面对谎言进行了研究。然而，对谎言的定义和分类仍未达成统一的标准。谎言研究始于Coleman and Kay’s对谎言原型的研究，指出谎言的组成有三个条件：内容的虚假性，说谎者对谎言的认识和传播意愿。Leekam将这三个因素分为两类：说谎者明知为假，并有意传达。因此，说谎者知晓话语的虚假性是谎言的必备条件，而非话语内容本身的虚假性。但有时，说话者说了他知道是虚假的内容，但无意欺骗听话者。例如，邻居家生了新小孩，尽管你认为并不好看可仍会对抱小孩的母亲说很可爱。这种情况下，说话者无意欺骗听者，但是为了保持礼貌或维持听者的面子，说话者仍会选择恭维听话者来让她相信自己的孩子很可爱。从目的角度来看，每一种言语都有自己的目的性，谎言也不例外。Masip，Garrido 和 Herrero在2004年指出说谎者是为了“让他人相信自己所明知的虚假信息”。李先昆也认为“谎言是说话者明知为假而有意向听话者说的假话，即谎言就是说话者有意骗人的话”。综合这些定义可以发现，谎言具有一个前提、三个特点和两个结果。一个前提：听话者并不知道说话者的谎言行为。三个特点：说话者知晓话语的虚假性；说谎的目的是为了欺骗听者；谎言的定义与听话者是否意识到谎言的存在无关。两个结果：谎言被揭穿或谎言成功地欺骗了听话者。

故意性被认为是谎言的本质属性。Kant指出“谎言终是谎言，不管说谎言的人是出于好意或恶意”。“恶意”可以被认为是欺骗性的目的，而“好意”则指对听者没有欺骗的目的。因此，根据说话者动机的不同，谎言可以被分为两类：善意性谎言和恶意性谎言。两类谎言之间的界限为谎言是否会威胁到听者的利益。恶意谎言的目的是欺骗和危害听话者利益，而善意谎言不会损害听话者的利益。

（二）关联理论

关联理论主要研究在交际过程中语言的产生和理解，属于对交际和理解的认知语用学探索。关联理论第一次被Sperber & Wilson正式提出。关于关联理论的最新解释发表于2004年。关联理论认为，人类的认知系统试图将交流最大关联化。关联理论将语言理解看做是认知过程。认知环境与互明，语境和语境效果，明示-推理交际及关联原则被认为是关联理论的四个关键概念。

认知环境与互明理论指出，即使所有人都从同一物理世界获取信息，不同人对信息有着不同的建构方式。由于认知方式不同，对同一信息不同人会有不同的理解。因此，在同一交际过程中，交际双方并不共享相同的认知域。那么，交际双方彼此如何理解对方话语而成功完成交际目的呢？Sperber 和 Wilson 把交际看做是获得明示刺激的过程。交流者尽最大努力推测说话者提供的刺激信息。因此，说话者传递的信息会影响听话者的认知环境，并使听话者跟随说话者话语的意义和目的。语境在大多数人看来是客观存在并固定不变的。但是Sperber和Wilson却认为在交流发生时，语境不是固定不变，而是动态的。他们指出，“语境是心理构建，是听者对世界理解的子集。”说话者通过明示刺激，改变听话者的认知环境，同时与听话者之前大脑中的语境交互，因此在交际过程中听话者的语境发生了改变。明示-推理交际是指说话者产生使彼此共通的刺激，对听话者的理解产生明示或更加明示的改变。从名称和定义可看出，这里有两层理论：明示和推理。从说话者的角度来看，交际是明确传达信息意图的过程。然而，在听话者看来，交际是推理过程，是在理解说话者明示意图的基础上对认知做出的改变。因此，在交际过程中存在着理解和相信的问题。谎言能否成功取决于听话者是否选择相信说话者。关联原则指出，认知过程的改变需要听话者的努力。信息与听话者越关联听话者所需付出的认知努力就越少。即，听话者付出认知努力的多少代表了信息的关联程度，所要付出的努力越多，关联程度越低。因此，说话者的目的是找到最合适的表达方式以满足最佳关联。

关联理论为语用学研究提供了崭新的视角。作为言语行为的一种，谎言同样适用于关联理论研究。关联理论为谎言的阐释提供了全新的视角，进一步拓宽了对谎言的研究。

三、关联理论视角下的谎言分析

谎言存在于生活的各个角落。人们可能故意说谎，也可能无心说谎。根据关联理论，交际是认知过程，是说话者-听话者相关联的信息交换过程。关联理论的四个理论可以被用来解释人们说谎的目的与产生，谎言的分类和语用功能，以及怎样识别谎言。

（一）谎言的目的和产生

Austin 在 How to Do Things with Words 中提出，说话是做事。交际都具有目的性，区别在于交际的目的有明显和隐含之分。在交际中，每个人都有自己的目的，但真正的交际目的并不总是与信息传递出来的目的相符合。“信息目的是所传达句子意思的自然表达，与语言的明示作用相联系，为听者的推理提供直接的证据。但交际信息是在另一层面上的信息，与对话语的理解推理相匹配。”因为信息目的和交际目的分属于不同的层面，这就为说谎者提供了机会。说谎时，说谎者首先隐藏了自己真正的交际意图。接着，在明示阶段，说谎者给受谎者提供的直接推理信息就是信息传递的过程，与虚假信息目的相匹配。例如，当警察调查一件谋杀案时，凶手可能按照如下方式假造信息：

警察：昨晚九点时你在干什么？

凶手：我在家里看电视。

凶手隐藏了真实的交际目的以免引起警察的怀疑。但是，如果警察在之后的调查中发现了说谎者隐藏的信息，谎言就会失败。因此，要想实现欺骗的目的，说谎者需要隐藏真实的交际目的，并传达错误的信息。说谎者根据错误的信息目的为听话者提供明示信息，明示信息构成了听话者理解的语境背景。但是，如果听话者能从其他因素中推理出真正的交际信息，即使不能确定说话者真正的交际意图，谎言也会失败。

语境在话语的产生和理解中扮演着重要的角色。交际是动态的过程，这也决定了交际双方语境选择的动态性。说话者提出的新的信息会被听话者与他目前的语境相联系，产生语境效果。在交际中，听话者和说话者没有共享相同的内容，却共享了相同的明示过程。每一个交际者都是独立的个体，所做的语境假设也并不相同。在诚恳的交际中，交际双方分享的语境为对话提供了可能。而在谎言中，说话者利用未共享的语境特征制造谎言。例如《红楼梦》中凤姐欺骗宝玉的例子：

“宝兄弟大喜！老爷已择了吉日„„”凤姐笑道：“给你娶林妹妹过来，好不好？”宝玉却大笑起来。凤姐看着，也断不透他是明白，是糊涂，因又问道：“老爷说：你好了就给你娶林妹妹呢。若你还是这么傻，就不给你娶了。”

宝玉的认知域有两个内容，一是娶黛玉，二是这桩婚姻是由他的父亲、贾政决定的。但在凤姐的认知语境里，第一，宝玉是有点糊涂的；第二，宝玉的愿望是娶黛玉；第三，这桩婚姻在宝玉的认知中是由贾政决定的。事实上，宝玉娶谁这件事是由贾母、王夫人、凤姐操纵的。凤姐在对话中故意提到贾政和黛玉，是根据她自己的认知域和对宝玉认知域的熟悉。凤姐提供的新信息与宝玉的认知域重合，因此产生了谎言。然而，宝玉对凤姐的认知域一无所知，因此谎言成功，宝玉相信了凤姐说的话。

总而言之，要想实现谎言的目的，说谎者必须提前了解听者所处的语境范围，并找到与之共享的认知域，来产生没有明显破绽且易于被听者接受的新信息。

（二）谎言的识别

在对谎言的讨论中，只讨论谎言的产生是不完整的，因为谎言包含说谎者和听话者两个部分。有时说谎会给受谎者的物质和精神都带来严重的伤害，因此谎言的识别也是一项重要的内容。基于关联理论，识别谎言有以下三种方法。

第一，听者可以推断出说话者的交际意图。由前面的分析可知，在谎言中，说话者隐藏了真正的交际信息，所传达的明示信息是与欺骗意图相对应。因此，听话者能否通过明示信息发现说话者真正的交际意图是识破谎言的关键。在交际的过程中，如果A感觉到B存在没有说实话的可能性，A会从B是否刻意回避一些对自己的不利的信息，或为自己谋利的角度检查B所说是否属实。大多数情况下，当交流的一方怀疑自己遇到谎言，会对说谎者的话语产生疑问。这是一个正常的思考过程，会减少被欺骗的风险。

第二，听话者可以通过隐藏自己的语境信息或扩大自己现有的语境来增加识别谎言的机会。语境在关联理论里扮演着重要角色，同时也是说谎者欺骗听话人的重要假设因素。如果说话者想使谎言起作用，首先说谎者必须正确地判断听话者的语境。如果听话者在发现谎言初露端倪时就隐藏了自己语境的关键信息，听话者就能阻止谎言的发生并能在交际中掌握主动权。

第三，听话者可以灵活运用其他方式来识别谎言，如“以谎识谎”，是公安机关进行嫌疑犯审讯时常用的一种手段。例如，在证据不足的情况下警察审讯嫌疑犯，会用“我们已经掌握了你犯罪的全部事实，请如实交代”这样的谎言来威胁犯罪嫌疑人，打破其心理防线，主动交代实情。有时，利用同伙信息制造谎言来警告也是警方常用的手段。例如，当团伙案犯都拒不交代时，警察用“不要再耍花样了，你的同伙已经都交代了”或“据你的同伙说，你才是主谋”这样的谎言来引起嫌疑犯之间的矛盾，便于警方侦破案件。

（三）谎言的分类和语用功能

谎言经常被认为是有害的，实际上，谎言也有许多积极的语用。按照说谎的不同目的，谎言可分为善意谎言和恶意谎言两类。恶意谎言是说谎者企图欺骗他人来达到自己受益或避免危害的目标。因此，恶意谎言的首要任务就是达到说谎者欺骗的目的。有时，恶意谎言也能实现从受谎者的言后行为中获益的目的。例如在皇帝的新衣中，两个骗子裁缝编造了完美的谎言欺骗皇帝和大臣，骗取了皇帝大量钱财。善意谎言常常作为语用手段来实现对说话者或听话者面子的维护，从而建立或维护良好的人际关系，如表达情感、安慰，甚至是教导等。例如，基督教等宗教认为是上帝创造了世界，与物质世界的观点相悖却起到了很好的教化作用。

四、结论

谎言存在于生活的方方面面，关联理论对谎言的产生和如何发挥作用做了全新的阐释。说谎者隐藏自己的真实目的，并传递配合虚假意图的明示信息给听者。同时，在交际过程中，说谎者需要提前推测听者的语境，以便通过重叠的语境部分制造谎言，实现欺骗目的。在日常交际中，当一方感到自己可能遇到谎言时，应冷静分析另一方真正的交际目的，从而运用多种方法识别谎言。谎言也有善意和恶意之分，善意的使用谎言可以维持人际关系，增进理解。关联理论视角下的谎言分析具有重要意义，本文仅是选择了一些方面对谎言做了分析，所提识别谎言的方法也只是尝试性的，但是这也能够为谎言的语用研究做出更多贡献。

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