钢琴伴奏在歌曲中的技巧研究

第一篇：钢琴伴奏在歌曲中的技巧研究

钢琴伴奏在歌曲中的技巧研究

【摘 要】在艺术歌曲演奏过程中，一般需要钢琴伴奏，这样可以体现出更丰富的内涵，并发挥独特的作用。根据实际经验可知，钢琴伴奏对声乐旋律的烘托有重要的意义，且有利于塑造歌曲的意境?c氛围，对表达音乐的深层意境有重要作用。此外钢琴伴奏也可以提高音乐的诗性表现，为了发挥钢琴伴奏在这方面的作用，需要熟练掌握相关的演奏技法。本文以此为背景，对钢琴伴奏在歌曲中的技巧做了深入研究。

【关键词】钢琴伴奏；歌曲；技巧；研究

中图分类号：J624.1 文献标志码：A 文章编号：1007-0125（2017）04-0106-01

众所周知，歌曲是人声与乐器合二为一的声乐体裁，其是一类特殊的歌曲类型，相应的演唱与伴奏也有其自身特点。在歌曲演奏过程中，一般需要钢琴伴奏，这样可以体现出更丰富的内涵，并发挥独特的作用。根据实际经验可知，钢琴伴奏对声乐旋律的烘托有重要的意义，且有利于塑造歌曲的意境与氛围，对表达音乐的深层意境有重要作用。此外钢琴伴奏也可以提高音乐的诗性表现，为了发挥其在这方面的作用，就需要熟练掌握相关的演奏技法，以下对此进行具体论述。

一、歌曲与钢琴伴奏的发展

声乐与钢琴相结合的独唱歌曲很早就已经产生，不过此类歌曲主要以演唱为主，钢琴在其中只是起到简单的衬托作用。经过一段时间的发展，独唱歌曲开始演变为相对独立和完整的艺术歌曲，钢琴伴奏在其中的意义已经明显表现出来。[1]在进行歌曲创作时，一般将钢琴伴奏作为艺术整体的组成部分，并具体设计出诗的风格、品格、情感和旋律之后，考虑到乐曲背景的相关特点，来设计合适的钢琴伴奏织体。然后通过作曲家对各种织体素材进行加工处理，在此基础上将钢琴伴奏与整个诗词和声乐旋律通过一定形式良好组合起来，以便发挥出歌曲钢琴伴奏的良好效果。

二、钢琴伴奏在歌曲中的技巧

（一）了解作品的风格。根据实际经验可知，作品的风格和时代特征有着密切关系，如很多古典歌曲在音乐创作上和宗教密切相关，表现出和谐、优美的特征，这和宗教信念以及创作者的情感体验有着密切联系。因此，弹奏这类歌曲时，手掌要保持平稳，且一般慎用踏板，并对声部的层次感进行良好控制。

浪漫主义时期的歌曲则出现了明显的变化，音乐创作对人性本质的追求较为强烈，且要求伴奏者有很丰富的感情，并在伴奏中流露出来。这是由于有很多曲子都重视内心的情感，此类音乐的抒情性、戏剧性都有了显著的增加。[2]弹奏这类歌曲时，应该注意内心情感的流露，且合理控制和声、力度相关的变化，更多使用踏板，且保持连奏。这类音乐存在明显的地域特征，比如日尔曼民族一般表现出坚强严谨的特征；吉普赛民族主要体现热情、开放的特征。

作曲家的经历和个性也对作品风格有明显的影响，不同类型的作曲家，在题材选择、塑造音乐形象和创作特点等方面都存在一定差异。与此同时，考虑到伴奏对象的特点，可以适当根据演唱者的歌唱进度来同步进行伴奏，达到最好的伴奏效果。

演奏者在伴奏过程中，应该对触键、音色等相关因素进行合理控制，以便提高伴奏效果，并体现出差异，为二者的配合打下良好基础。

（二）理解作品的内涵。可以从歌词中获知其内涵，不过为了进一步明确歌曲的思想内涵，还需要了解其产生的背景、创作意图等情况。这样才能全面掌握演唱者的风格，和其完美配合，表达出作曲的真情实感。

伴奏时，首先注意钢琴的弹奏音色，并依据作曲特点进行相应调整。其次，对演唱者进行相关音准、节奏方面的指导，以便更好地烘托其音乐表现，使二者完美结合起来。第三，为演唱者扬长避短，考虑到演唱者的特点而进行相应的二度创作，并根据其歌唱进度，保持一定的同步性，达到最好的伴奏效果。最后，要具有舞台演出的应变能力，也就是在具体表演过程中，应该将“歌”与“琴”良好结合起来，达到合二为一的效果。

（三）扎实的钢琴演奏基础。一方面是钢琴演奏能力。这对钢琴伴奏者提出了很高的要求，对一些复杂的曲子而言，相应的伴奏难度更大。[3]如舒伯特作品《魔王》，对伴奏者的伴奏技巧要求很高，在伴奏过程中，其右手持续快速进行八度带和弦的演奏，同时手指进行良好的切换。演奏者还要具有良好的协作能力，熟悉演唱者的相关情况，以便在伴奏过程中，和演唱者默契配合。对一些复调类曲子而言，此方面的要求更高，这就要求演奏者有很好的倾听能力，并根据实际情况进行快速应变。如歌曲《假如你爱我》就有多处需要通过副旋律进行演奏，这就需要演奏者具有较高的多声部听觉能力，与演唱者进行情感沟通，并完美配合，充分体现出原曲的意境和情感。

参考文献：

[1]涂茜.理查?施特劳斯歌曲钢琴伴奏的和声艺术特征[J].中国音乐学，2007，（4）：128-131.[2]岳李.中国艺术歌曲的演唱与钢琴伴奏的关系及其启示[J].艺术百家，2014，30（3）：230-231.[3]刘超，黄春玲.论钢琴伴奏与歌曲演唱的合作关系[J].电影文学，2007，（20）：114-115.作者简介：

储济洲（1994-），男，汉族，安徽省岳西县人，池州学院音乐与教育学院13级音乐学专业本科在读。研究方向：钢琴。

第二篇：钢琴伴奏在初中音乐歌唱教学中的作用研究

钢琴伴奏在初中音乐歌唱教学中的作用研究

摘 要：随着近年来我国的教学发展速度加快，素质教育也得到了深入发展，当前阶段中，钢琴已经成为了初中音乐教学当中必不可少的重要组成部分。初中音乐歌唱教学中的钢琴伴奏有着一定的灵活性和多变性，对于学生的素质全面发展有着积极意义。本文主要对钢琴伴奏在初中音乐歌唱教学中的作用进行了分析，希望为初中的音乐教学开展提供有益参考。

关键词：钢琴伴奏 初中音乐 歌唱教学 作用

钢琴伴奏是现代音乐教学当中的重要工具和手段，并且在一定程度上能得到学生的喜爱。音乐教师一定要能熟练的掌握钢琴的演奏技巧，并且能根据学生实际情况进行合理安排，从而让钢琴伴奏在歌唱教学当中发挥出更高的价值。现将对钢琴伴奏在初中音乐歌唱教学中的作用进行详细的讨论和分析。

一、钢琴伴奏在初中音乐歌唱教学中作用研究的意义

当前阶段在初中的音乐教学当中，钢琴伴奏已经不仅仅是在具体的教学当中被使用，而是在更多的娱乐活动当中也得到了广泛应用，并成为了一种必不可少的伴奏工具。但很多的教师由于自身基础能力差，甚至没有接受过专业的钢琴训练，因此在伴奏上会出现一些问题，例如音准问题和伴奏方法等方面的问题。这种问题的发生将导致教学任务难以更好的完成，并且也在一定程度上减少了伴奏的类型。作为一名音乐教师，在唱歌的过程中绝对不能忽视了学生的伴奏的作用，一旦对此有所忽视，就会导致学生的情绪难以烘托，并且表演也将显得苍白无力，影响整体效果。因此，在这样的背景下需要对钢琴伴奏在中学音乐歌唱教学中的重要性进行进一步的研究。

二、钢琴伴奏在初中音乐歌唱教学中的作用

（一）引导学生深入音乐作品

在中学的音乐教学当中，教师将大部分时间放在了让学生演唱音乐作品上，对于初中的音乐教学来说，教师需要具有一定的钢琴演奏基础能力，能以钢琴来调动学生的积极性，从而促使学生在教学当中更加的积极，创造出轻松愉快的教学氛围。例如在进行《一二三四》的学习过程中，教师要想让教学当中钢琴伴奏更加的灵活化，那么教师则可以利用音乐方式为学生创造出相应的教学情境，让学生感受到逼真的军旅情境，从而让学生在学习的过程中能有身临其境的感受。同时在教学当中教师可以根据不同的教学目标来进行教学内容的结合，根据初中生的实际特点教师可以采取即兴伴奏的方式来更好的对音乐作品的风格来进行表达，促使音乐作品当中能展现出更好的风格，从而加深学生对音乐的感受好理解，加深演唱的效果和水平。

（二）激发学生兴趣

在教师实施教学的过程中，教师利用钢琴的方式来进行伴奏在一定程度上能提升学生的学习兴趣。传统教学当中对于演唱的学习主要是根据书本内容实施，并且由教师来进行一句一句的领唱。这样的方式长时间以来势必会导致学生的学习积极性和热情受到影响，导致教学课堂枯燥乏味。而教师在教学当中能利用好钢琴方式实施伴奏，那么则能起到提升学习兴趣的效果。例如在教授《友谊天长地久》的教学当中，为了提升将教学效果，激发学生兴趣，教师在教学当中可以用伴奏形式来营造出轻松、生动的教学环境，引导学生回想起自己与朋友之间的种种友谊之情，并在学生回答问题的时候及时的进行肯定和鼓励。同时，教师还需要利用好伴奏的使用频率，不仅能达到激发学生积极性的效果，更加能让学生在音乐节奏感和技巧上得到提升，为歌唱教学的效果提升做出保障。

（三）提升学生审美能力

学生的音乐审美观念主要来自于学生对于音乐知识的理解和掌握，从而在自身感受基础上逐渐的发展起来。因此在进行音乐歌唱教学当中，教师需要充分的发挥出钢琴对于音乐旋律的表现力，以此来感染学生并引导学生，让学生进一步的了解到作品当中的丰富内涵以及情感价值。例如在歌曲《红河谷》当中，这是一首加拿大民歌，流行于北美洲红河一带，有着浓郁的北方民族特色。在进行这首曲目的伴奏过程中教师需要注意深入的挖掘钢琴F大调特有的明快和欢乐，但有时也会透露出一些隐隐的悲伤的音乐表现风格。当然教师要注意在进行伴奏的过程中不能消极的为伴奏而伴奏，而是应当正确的把握好学生的学习进度和分寸，能做到因材施教，这样才能让学生在学习的过程中更好的控制好演唱的速度和力度，从而提升学生的学习积极性，也让学生在音乐的学习工程中体验音乐、感受音乐，为审美能力的提升做出保障。

三、结语

总之音乐是审美教育当中的重要环节，其主要目的就是为了提升学生的音乐审美能力，促进学生的健全人格发展。在歌唱教学当中教师一定要注意能正确的利用好钢琴伴奏，将钢琴与音乐教学之间充分结合起来，为学生创设好的学习环境，从而让学生在学习的过程中更好的感受音乐，用心体验音乐，从而达到陶冶情操净化心灵的作用。

参考文献

[1]杨廷印.中学音乐教学中钢琴伴奏的应用[J].中华少年，2017，（22）：77―86.[2]宋丹丹.钢琴伴奏在音乐教?W中的重要性[J].黄河之声，2016，（19）：21―25.[3]谈静.中学合唱团钢琴伴奏存在的问题及对策研究[J].北方音乐，2015，（03）：154―185.

第三篇：钢琴伴奏织体在声乐作品中的运用

钢琴伴奏织体在声乐作品中的运用

钢琴伴奏织体是指把音乐中的多声部根据内容的需要，有机地组织起来的形式。伴奏织体的结构形式是各种各样的。依据结构的性质，可以归纳为三种类型：和声性的织体、复调性的织体和综合性的织体。

一、不同风格作品伴奏织体的运用

1.在抒情歌曲中的运用

抒情性歌曲旋律婉转深情，装饰音的运用较丰富多彩，突出旋律的风格，常用4/4和慢速来表达对事物的深情。伴奏一般采用分解和弦、琶音来强调所赞美的意境，和弦色彩性常用不带旋律的伴奏，但与主旋律紧密呼应、补充。

2.在进行曲歌曲中的运用

进行曲风格的歌曲类旋律音四、五度大跳较多，使旋律的起伏很大，强调旋律的歌颂性。这一类型的歌曲一般采用带旋律的伴奏形式，为了增强旋律所要表现的气氛，多数以重复八度和加和弦音来增加歌声的气势，低声部则以有力的进行节奏，衬托旋律的进行曲形象。

3.在舞蹈性歌曲中的运用

舞蹈性歌曲的特点主要是表现在节奏上，在歌曲中常贯穿着富有特性的节奏音型，每个小节的强拍、弱拍有规律的交替出现，强调节拍的重音，一般有2/

4、4/4拍。圆舞曲风格的有3/

4、3/

8、6/8拍子，它的旋律跳动较大，表现出活泼、欢快的情绪。在结构上方整，情绪较为热烈，速度较快，气口清晰。各民族的舞蹈风格都具有各自的特征，弹伴奏时就要抓住这些不同特点节奏规律，来进行钢琴伴奏织体的运用。

二、前奏、间奏、尾声钢琴伴奏织体的运用

在歌曲钢琴伴奏中，前奏、间奏、尾声是与歌曲本身紧密联系组成完整的艺术形象的。在一首歌曲伴奏作品中可以含前奏、间奏、尾声这三个部分，也可以包含其中之一，或者其中的两种，这几个部分运用的材料和织体形式，都要以歌曲的风格、内容和所发展的要求为根据。下面以冼星海作曲的合唱作品《黄水谣》为例，分析如下：

前奏共五个小节，采用正副三和弦交替使用，用了歌曲的第一句作为音乐材料，突出主题，旋律优美流畅，钢琴伴奏采用震音的织体，右手旋律采用八度的形式，来描绘黄河气势磅礴的壮丽景象，最后落在ⅴ级开放性的终止。

间奏共有二个部分，第一个部分是在a段收拢性结束后，间奏和弦出现降三音的变和弦和色彩变化的副三和弦，尤其运用不协和的减三和弦后，使人感到惊慌恐惧之感。伴奏织体采用切分节奏音型，带低音的和弦式织体加强力度，具有强烈的推动作用，通过间奏b段随着节奏的变换，音乐转入悲愤的控诉。

第二部分是在b段控诉了家破人亡的切肤之痛后，间奏采用了新的音乐材料，和声采纳副三和弦与正三和弦交替，伴奏织体用的是复调形式，与主旋律形成对比。

尾声是在再现a段完满终止后，尾声采用间奏第二部分的音乐材料进行变化，补充和升华了歌唱者所要表达的心情。在和弦编配上采用副三和弦连续使用，使低声部线条下行走向平稳，色彩黯淡、凄凉，尾声以完满终止而结束。

三、钢琴伴奏织体的整体运用

在进行一首完整的歌曲伴奏时，钢琴伴奏织体在布局上要根据作品的题材、风格以及曲式结构等几个方面来考虑。这是运用钢琴伴奏织体构思时的重要依据。伴奏织体的发展变化服从于内容的需要，织体运用必须能符合音乐在陈述、发展、再现时的不同特点。在陈述时织体运用要简练一些，形象要鲜明，明确调式、调性，织体结构层次不要太复杂；在音乐发展段落中，织体的变换也是随着音乐的情绪发展而加以变化，可以加强力度、改变织体形式、运用不稳定的和声等造成强烈的气氛，以达到发展的目的；最后是再现部分，具有总结的性质，再现中伴奏的织体运用一般有这样几种：一是采用完全新的形式；二是将陈述时的基本形态加以发展，比如层次增多、加强力度、厚度等，用饱满辉煌的音响使音乐结束得肯定而又气魄；三是原样的再现，稍加以补充即可。

总之，只有使钢琴伴奏织体与歌唱部分的旋律融为一体，音乐作品内容才能得到完美的表现。为此，要想运用好钢琴伴奏织体，这不是一件技术手法上的问题，也不是消极、被动地为歌曲的旋律配上和声的问题，而是要从作品的内容出发，从作品的整体结构出发，经过精心的艺术构思才能运用的好。

第四篇：在励志歌曲中成长

在励志歌曲中成长

——所属《一曲新歌抵万金与时俱进》篇

一个很平常的课间,我照例走到班级门口转悠,想看看学生们都在干什么。这样的课间休息,对于在校辛苦学习的孩子们来说,是难得的调节紧张思维的机会,当然都不会错过。所以,一眼看去,个个都闷着头小睡呢。我在窗口徘徊着,忽然,一位女生的举动引起了我的注意。我轻轻走到她身后,发现她正戴着耳塞享受着美妙的音乐呢。她显然对我的出现感到非常尴尬,慌乱地想把她的mp3收进课桌。我并未多说什么,而是没收了她的mp3。为了不影响其他同学的休息,我带着她一起回到了办公室。

到了办公室,她一语不发。要在平时,我定会大说特说例如学校禁止携带mp3等贵重物品,可是看她态度还算诚恳,我倒不急着处理这事了。不慌不忙中,我打开了mp3,细细听了听,全是周杰伦的歌,毫无疑问,她是周杰伦的“铁杆歌迷”。这些歌曲,无一例外的含糊不清,甚至不知所云。跳过这些似懂非懂的歌曲,我被一首慢歌《蜗牛》吸引住了。早就听说这是一首励志歌曲,我便静静地听下来。

一曲听罢,果然感触颇深。这首歌旋律适中,歌词意义深远,而且还是偶像歌手的杰作,这不正适合这些十来岁的初中生来欣赏吗?凭借他们的理解能力,一定可以深刻感受到歌词里的励志情绪。既然有这么好的一个机会,为何不利用这些流行歌曲,让学生们从自己的偶像身上找到努力的方向呢?这个学生无意中竟带来了这么好的一个教育素材。

主意已定,我便打算付诸行动。按照以往的惯例,如果有了一个教育的切入点,我就会安排一堂班会课,通过课堂对学生进行教育。利用歌曲来进行励志教育,无非就是在班级中让大家欣赏一下这些励志歌曲,解释一下歌词的意义,让学生体会一下歌词的深刻含义,随即发表一下感想,这样的安排也可以算是成功了。但是,在以“励志”作为主题设计一堂班会课的时候,我对自己单一的课堂设计感到了乏味,没有亮点的课堂如何让学生真正融入其中?反复思考以后,我想到了让励志素材更丰富,可以以励志歌曲作为主线,发掘学生熟悉的现代流行励志故事,运用更现代化的手段让大家都参与到励志主题活动中来,这样的效果应该比单一的课堂更有魅力。

首先我收集了一些励志歌曲,像旋律激昂，激人奋进的《我相信》,还伴有鼓励人们勇于面对挫折的《阳光总在风雨后》、红极一时的“好男儿”选秀节目的主题曲《年轻的战场》、兄弟间互相鼓励迈向成功的《奔跑》，以及适合女生在失落时欣赏的《隐形的翅膀》等歌曲。紧接着,我为班级建立了一个班级博客,在博客上发表了这些歌曲的歌词。每一个学生都可以利用班级电脑网络或者自家的电脑网络登录到博客上发表自己的看法。班级有一位博客管理员,他经常将一些学生的听歌感言集中整理后发表到班级博客中。短短的时间内,班级博客的“音乐人生”子栏目里就有了很多的素材。令我意料不到的是,还有一些学生将他们所喜爱的其他励志歌曲也添加到班级博客中,希望与大家一同分享。一时间,班级学生将话题都集中到了“励志”上,有了这个平台,学生更加自由地发表着自己的看法。他们将自己看过的偶像电视剧或者动画片里的励志情节也发表到了班级博客中,比如:《我相信》歌词我相信我就是我，我相信明天；《大长今》不凡的奋斗人生；《王子变青蛙》里的一句台词——关键时刻不放弃,失望也能变成希望；《灌篮高手》里篮球天才的起伏经历,《我为歌狂》里少年追求梦想的不懈努力„„所有他们喜欢的东西,似乎一时间都有了“励志”的元素,或者更确切地说,学生学会了从电视、网络和喜好中捕捉激励人奋发向上的瞬间了，我还组织班级利用课外活动时间学习演唱这些励志歌曲，让他们在演唱中感受这个歌曲蕴含的励志的精神力量。

经过一个多月的准备,我感觉时机应该到了。学生已经在这一个多月里感受到了“励志”的情绪,同时学会了自己去发掘“励志”。这些流行的电视、电影、动画片以及歌曲,曾经一度成为学习的“敌人”,但现在,学生都能自觉去发现其中激励自己的元素,有了辨别是非好坏的能力,不能不说是一个很大的进步。

在我重新设计的励志主题班会课上,我将班级博客中学生的所感所想都展示了出来,让全班学生都看到了同伴的清晰认知,鼓励了更多的学生去发掘生活中流行信息中的有益一面。同时,我将大多数的课堂时间留给了学生,由他们自己去演绎对流行歌曲的认识。他们用歌声表达了自己对“励志”的理解,也将“励志”的情绪带给了在场的每一个人。在班会课即将结束的时候,我要求学生用一句话概括自己的感受或者今后的奋斗目标,学生们也都畅所欲言,精彩发言不断。而我则送给大家这样一段话:小“蜗牛”们,现在的你们正在“年轻的战场”上“奔跑”,虽然有快有慢,但请你们相信,“阳光总在风雨后”,拥有“隐形的翅膀”的你们要时刻对自己说“我的未来不是梦”!随即掌声一片!我和学生共同经历了一次精神的洗礼!

这次成功的教育活动给了我很大的启发:在与学生的接触中,我们时常可以发现学生当中出现的问题,而此时我们应当找对一个教育的切入点,寻找更适合学生接受的教育方式,这样的教育效果远比单纯的说教更明显。正确的教育引导能更好地调剂班级的氛围,只有每个学生都有了正确的人生观、价值观,有了明辨是非的能力,有了集体的意识,才能让整个班级凝聚到一起,向着更积极的方向前进。而我们,作为教育工作者,就是要成为这样的引路人。

第五篇：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

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[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

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[33] 同[7] p50

[34] 同[30] p50

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[37] 同[5] p42

[38] 同[30] p50

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[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