第一篇：關聯理論下食品廣告雙關語漢譯策略的研究

關聯理論下食品廣告雙關語漢譯策略的研究

摘要：在現代生活中，廣告作為經銷商宣傳產品信息，勸說消費者購買商品的一種重要手段。雙關語，是為了修飾廣告語，能夠更好得傳達信息，在食品廣告的應用中也是越來越廣泛。本文在關聯理論的指導下，從四個漢譯策略方面對食品廣告雙關語進行了研究，以求達到更好的產品宣傳效果，進而提出有效的翻譯方法。

關鍵詞：食品廣告；雙關語；漢譯策略；關聯理論

一、引言

毋庸置疑，廣告已經成為人們生活中不可欠缺的一部分。在世界各國中，食品廣告充斥著每一個角落，影響了我們的思維方式和消費模式。成功的廣告可以讓消費者耳熟能詳，印象深刻，廣告語自然而然得深入人心。而一則失敗的廣告會讓消費者對其產品和品牌毫無印象，甚至可能會引起反感。因此，人們越來越致力于研究如何撰寫效果非凡的廣告語。修辭手法是廣告中最常用的方法，雙關語的運用往往能達到一舉兩得的效果，因此備受青睞。由于經濟全球化的影響，商品的互通有無已經是家常便飯了，翻譯的重要性也就凸顯而出了。中國市場上流通著許多外國品牌的食品，此時這些食品要如何引起中國消費者的興趣呢？外國食品的翻譯不僅要具備中國的思想觀念，還要抓住中國消費者的眼球。因此，本文以關聯理論為向導，從契合譯法，分別表意法，側重譯法，補償譯法四種翻譯方法對食品廣告的雙關語進行了深入的研究，讓中國消費者聽到廣告后心情愉悅，留下難以磨滅的品牌印象，產生購買欲望。

二、關聯理論與雙關語

法國學者斯珀伯和英國學者威爾遜提出關聯理論，認為交際是一個涉及信息意圖和交際意圖的明示-推理過程。交際者評估聽眾的認知環境和認知能力之后，以話語形式表達自己的交際意圖。聽眾解碼后再運用話語中表達出的信息以及語境假設，推測出交際者的交際意圖（張貴芳2003）。近年來，關聯理論在世界范圍內的翻譯學上都有著深遠的影響，給譯者提供了理論框架，對翻譯活動進行了有效的解釋。關聯理論本質上就是要在正確理解語言本身的情況下深入明白跟語言有所關聯的東西，推測出說話者真正想要表達的目的。這跟雙關語在某種意義上是不謀而合的。

所謂雙關，就是在一定的語言環境中，利用語音或者語義的條件，言在此而意在彼的一種修辭手段（李中行，1992）。從古至今，從國外到國內，雙關語一直被廣泛應用于各種題材，然而雙關語的翻譯卻是很困難，這值得探討。廣告雙關語也是我們通常所說的文字游戲，一明一暗，從而達到與眾不同的產品宣傳效果。雙關語的使用，在食品廣告中，不僅可以美化廣告語，給聽眾幽默感從而美化食品本身，還可以使聽者讀起來朗朗上口。廣告設計者基本上會采用一詞多義、一詞多音、同形異義等的方法。即發音和拼寫一樣，意義不一樣；拼寫和意義相同，發音不同；發音相同，拼寫和意義也不相同等。因此，譯者也需要根據雙關語的特點，在廣告的語境下進行翻譯，譯者的翻譯需要做到既保留其原本的意思，又要翻譯出其深層意思，既要保留源語言的意思，又要讓消費者感受到中華文化的精妙之處。關聯理論給譯者研究提供了不一樣的新的視角，譯者一定要先分析廣告語源語言本身，其次考慮到聽眾的認知環境與觀念，從而表達出基本信息以及關聯信息。

三、漢譯策略

由于英語和漢語不是同一種語系，有很大差別的語言特征，加之中西方生活環境，思想觀念，消費習慣的不同，在漢語詞中一一找到相對應的英語詞是不可能的。當然，這并不意味著我們不能做到完美翻譯出食品廣告雙關語，既保留原意又能讓消費者體會到廣告的奧妙。恰恰相反，本文總結了四種廣告語的漢譯方法，讓譯者有規律可循，要學會推敲和對比。關聯理論下的翻譯區別于只重視翻譯結果的傳統翻譯，翻譯出比原文更恰到好處的廣告。

1.契合譯法

契合譯法是指在譯文找到與原文相對應或基本對應的雙關語。在雙語耦合的基礎上，兼顧了廣告雙關語的內容和形式，使譯文與原文達到最大限度的相似（汪冬梅，2010）。

（1）Which larger can claim to be truly German？ This can.譯文：哪種啤酒能稱得上地道的德國貨？這罐能。

這個larger淡啤酒的翻譯保留了原文的風格，完全體現了契合譯法。首先，larger在英文中有更大的意思，同時也是larger這個品牌的名稱。譯者在翻譯時沒有把它翻譯成更大，而是翻譯成了啤酒，這就符合了具體的語境。其次，真正雙關的是can這個詞，表面是情態動詞可以，能夠的意思，深層是指裝啤酒的罐子。末尾的一個can字既指出了是larger?@罐啤酒，又說明了larger這罐啤酒才是地道的德國貨。同時，can也符合關聯理論的推理過程，表達了廣告設計師真正想表達的意思，激發了消費者的購物欲。

2.分別表意法

顧名思義，分別表意法就是把雙關語分別拆開來表達，以達到更好的食品廣告宣傳目的。

（2）Try sweet corn.You will smile from ear to ear.譯文：請嘗甜玉米，包您穗穗開懷，笑口常開。

Ear to ear的雙關讓我們感到妙不可言。一個是指一穗，是玉米的一個量詞。一個是發音的雙關，ear即year，一年又一年的意思，在中國的寓意里，暗示消費者吃了甜玉米，能夠歲歲平安，這十分迎合中國消費者對美好事物的喜愛的心理。這個譯者對中國的習語十分了解，穗穗開懷四個字讓中國人感到滿滿的祝福，充滿了人情味，吃甜玉米不僅嘴巴甜，心情舒暢，而且身體健康。

（3）Fresh up with 7-up

譯文：君飲七喜，提神醒腦。

美國七喜汽水的廣告深入人心。不僅僅是因為廣告本身簡潔通俗，同時它的譯文也有很高的參考價值。7-up直接了當得指出了七喜汽水的品牌，讓消費者銘記于心。同時，7在美國人心中，又是一個吉祥數字。這是典型的分別表意法翻譯策略，把7-up拆開來，先是直接翻譯成七喜品牌，其次up有積極向上的意思。譯文翻譯成提神醒腦，不僅表達了喝七喜汽水可以使人精神抖擻，也暗含了人會有向上的精神，物質與精神層面都得到了滿足。

3.側重譯法

由于文化的差異性，并不是每個雙關語都能夠完美得表達雙關語的字面意思和暗含意思。往往在這種時候，我們就會采取側重譯法，在關聯理論的指導下，突出廣告商真正想表達的關聯意義。

（4）When the wind has a bite，and you feel like a bite，then bite on a whole Nut.??寒風刺骨而您又想吃點兒什么的時候，請咀嚼全營養堅果。

這句堅果廣告語的經典之處就是用了三個bite，一詞多義。首先是刺痛，寒風刺骨的意思，其次是賓語，食物的意思，最后是動詞咬的意思，同時最后一個也是最關鍵的。原文bite別出心裁的單詞在對應的中文中找不到合適的一詞三義的詞語，在翻譯時只能分開成不同的詞語，這也是語言的不同所帶來的缺陷，是不可避免的。因此，譯者只能采取側重譯法，翻譯出核心部分。譯者所翻譯的廣告語側重突出了最后一個bite，重心就是咀嚼堅果。

4.補償譯法

補償譯法通俗點來講，就是為了防止消費者不明白廣告語所表達的意義，譯者和經銷商借助一些多媒體形式來補救，使得更加直接清楚得表達廣告語，達到消費者一看到或聽到廣告語就能明白是什么意思。這肯定也需要關聯理論的指導，充分了解受眾者的水平。

（5）Spoil yourself and not your figure

譯文：盡情大吃，不增體重

看到這個廣告語的時候，很多人都是一頭霧水，不知道賣的是哪種食品。其實這是一種為節食者設計的一款冰淇淋廣告語。spoil一詞體現了雙關所在，是盡興與破壞的意思，表達了充分享受美食又不會破壞體型，與這個產品的理念是相同的。經過譯者的翻譯，我們就能夠明白這原來是一款熱量極高，容易增肥的食物，冰淇淋雖然高熱量，容易增肥，但現在我們卻能盡情得吃，也不會增加體重。這個思路極大得消除了體重肥胖者的顧慮，正中下懷，極大得激起了他們的興趣，因此也是非常成功的一則廣告語。

四、結語

食品廣告商為了讓自己的產品能夠大賣，必須設計出讓人過目不忘的廣告語。雙關語作為食品廣告設計者最喜歡的修辭手法，值得我們去研究。本文結合不同種類的食品案例分析，得出在雙關語翻譯的過程中，譯者需要有關聯理論的指導思想，不能死板得套用一些方法，要學會在具體語境中，結合聽眾的認知能力。同時，要采取不同的翻譯策略，契合譯法是最能對應原翻譯格式的一種翻譯，分別表意法看似把雙關語都拆開了，其實運用得當也能讓消費者感受到廣告的吸引力，側重譯法最能直接突出廣告設計者真正想表達的意思，補償譯法需要一些圖片等媒體手段去修飾廣告語使得更加清楚明白。因此，譯者不僅僅要靈活運用關聯的思想，了解他國文化，還要學會對癥下藥，使用正確的翻譯策略，使廣告語讓消費者眼前一亮，翻譯出最能夠激發消費者食欲的廣告。

參考文獻：

[1]洪靜靜.英語廣告中雙關語的英漢翻譯策略[J].安徽文學（下半月），2015，（03）：113+115.[2]李中行.廣告英語[D].北京：外國語研究與教學出版社，1992.[3]饒凡，王斌，呂小玲.食品廣告語特點及其翻譯探析[J].湖北經濟學院學報（人文社版），2014，11（08）：115-116.[4]汪冬梅.英語廣告中雙關語的運用與翻譯[J].考試周刊，2010，（49）：134-135.[5]王瑛.廣告語篇中的雙關語翻譯策略[J].中國科技翻譯，2009，22（04）：20-22.[6]楊士花，黃雁鴻，姜梅，李永強.食品廣告語的語言特色及翻譯技巧[J].英語廣 場，2015，（07）：32-33.[7]張貴芳.關聯理論與翻譯：從關聯理論角度研究翻譯[D].電子科技大學，2003.[8]張莉.基于關聯理論的廣告翻譯策略分析[J].赤峰學院學報（漢文哲學社會科學版），2008，29（12）：36-38.

第二篇：廣告中雙關語技巧研究

[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】當今社會，廣告作為一種競爭手段無處不在，而雙關語是一種廣泛運用于廣告創作并深受人們喜愛的修辭格。雙關語的表現形式多種多樣，可分為一詞多義雙關，同音異義雙關，諧音雙關，仿擬雙關，插圖和文字雙關，語法雙關等。廣告商巧妙地運用品牌、成語、習語等構成雙關語以增加宣傳效果。但從語用學的角度去分析雙關語，它違背了Grice提出的合作原則。合作原則的違反通常有四種情況，而本文主要從第四種進行分析雙關語，即說話人公然不執行某一條準則，也就是說話人知道自己違反了一條準則，他還想讓聽話人知道他違反了一條準則。運用恰當的雙關語產生了幽默、風趣、經濟和警告的作用，使人享受語言的美，同時幫助廠家在激烈的競爭中立于不拜之地，獲得更大收益。

【關鍵詞】廣告；雙關語；語用原則；語用功能

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，廣告英語一本通[M]，廣東，對外經濟貿易大學出版社，2004/6，p7

[3] 張昭苑，段海生，English Advertisement and Its Translation[J], 重慶郵電學院學報（社會科學版），2004/11，p605

[4] 戴煒棟，何兆熊，新編簡明英語語言學教程[M]，上海外語教育出版社，2002/7，p74-75

[5] 付紅橋，簡析廣告中的雙關語[J]，重慶工學院學報，2004/6，18（3），p42

[6] 趙永冠，英語廣告中的雙關語[J]，廣西，欽州師范高等專科學校學報，2003/12，18（4），p50

[7] 同[4] p75

[8] 楊惠馨，英漢廣告中的雙關語及其英漢互譯[J]，新疆師范大學學報（哲學社會科學版），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，語用學理論及應用[M]，北京大學出版社，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，英語廣告中的雙關語[Z]，北京，英語通，2005/10，p50

[31] 經貿英語教研室，語用原則和廣告雙關語[J]，長沙民政學院外語系，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，英語廣告雙關語的語用技巧及其語用分析[J]，湖南科技學院學報，2005/10，p296

[37] 同[5] p42

[38] 同[30] p50

[39] 周紅，英語廣告雙關語的運用技巧及其語用功能[J]，北京，國際關系學院學報，2005，p123

[40] 同[5] p42

[41] 王笑施，廣告英語語言技巧淺析[J]，北京郵電大學學報（社會科學版），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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《簡愛》中羅切斯特性格與命運研究

A Feminist Reading of A.S.Byatt’s Possession

從功能翻譯理論視角談旅游翻譯 《玻璃動物園》中的逃避主義解讀

通過象征主義、梭羅的自然思想和梭羅的個人主義析《瓦爾登湖》 形合與意合對比研究及翻譯策略

探究《警察與贊美詩中》的批判現實主義 淺談文化差異對國際商務談判的影響及對策 弗蘭肯斯坦中怪人命運研究 《老人與海》中的孤獨

廢墟之花－－年代搖滾樂對美國社會的意義 從文化角度簡要分析詞語的意義 英語教學中的文化意識

適者生存—對《飄》中生存意識的探究 《高級英語》中某些修辭手法賞析

The Seven-Eighths of The Old Man and the Sea: an analysis of “Iceberg Theory” 英漢親屬稱呼語與中西家庭教育模式差異

《絕望的主婦》中的中產階級女性獨立意識的研究 交際教學法在當前高中外語教學過程中的實效性 86 87 88 89 外貿函電寫作中存在的誤區及其對策 跨文化廣告傳播中的語用失誤研究

從個人英雄主義到愛國主義的升華—《荷馬史詩》中阿喀琉斯形象的分析 Cultural Differences and Translation Strategies 90 廣告翻譯

The Impact of High and Low Context on Intercultural Communication 92 改革開放后的中美女性形象對比

靈魂救贖者—《七個尖角閣的老宅》中菲比的人物分析 94 合作原則在動畫中的應用 95 女性哥特視角下的《蝴蝶夢》 96 目的論視角下的兒童文學翻譯：《愛麗絲夢游仙境》譯本對比 97 《蠅王》主題之原型解讀

《魯濱遜漂流記》中魯濱遜的資產階級特征

完美管家還是他者—淺析《長日留痕》中的管家形象（開題報告+論）100 從關聯理論視角看美國動畫電影的字幕翻譯－－以《冰河世紀》系列為例 101 淺析電影《風雨哈佛路》中女主人公的性格特征 102 A Comparison of the English Color Terms 103 源于真愛的結合：簡愛的婚姻對當代人的啟示 104 淺談商務英語合同的翻譯

英文電影欣賞與大學生跨文化交際能力的培養——xx學院案例 106 性別差異在日常英語詞匯和句法中的體現 107 論《紅字》中“A”的象征意義

莎士比亞《威尼斯商人》中的女性主義 109 漢語公示語英譯中存在的問題及分析 110 《玻璃動物園》中的逃避主義解讀 111 談成長中的大衛?科波菲爾的情感波折 112 中文被動句的英譯

從高中生生理和心理的角度探討PPT使用的利弊 114 中西戲劇發展快慢對比及其原因

“拂過水仙的蕙風”——華茲華斯與汪靜之作品淺析 116 交際法在初中英語教學中的應用

《殺死一只反舌鳥》文本和電影的比較研究 118 淺析英語歧義句的成因及消除 119 《七宗罪》的人性解剖 120 淺議英語廣告的翻譯

中西方餐具文化對比研究—以筷子和刀叉為例 122 從《簡?愛》與《藻海無邊》看女性話語權的缺失 123 高中英語聽力課中的文化教學

對林語堂的《吾國與吾民》幾種中譯本比較研究

試析譯者主體性在《到燈塔去》兩個漢譯本中的體現 126 《哈姆雷特》中的女性人物分析

“同一性危機”——淺析漢娜的悲劇人生

從《簡愛》和《藻海無邊》看羅切斯特對女性和婚姻的態度變化 129 美國戰爭電影的人性和文化透視－－以《拯救大兵瑞恩》為例 130 The Influence of Bob Dylan and His Works on American Social Movements 131 淺談當代大學生炫耀性消費文化 132 《圣經<箴言>》的修辭分析 133 《芭芭拉少校》中的現實主義 134 英語新詞漢譯原則研究

從英式桌球斯諾克看英國的紳士文化及其對中國的影響 136 黑人性的遺失與保存從黑人文化傳統看《日用家當》

從小說到電影改編的創造性背叛的研究——以《冷山》和《紅字》為例 138 滑稽背后的嚴肅－－淺析王爾德喜劇《認真的重要性》中人物話語特征 139 A Comparison of the English Color Terms 140 《傲慢與偏見》中伊麗莎白的性格分析

美國電影作品中英雄主義所隱含的美國社會文化 142 麥克?莫波格《柑橘與檸檬啊》的敘事藝術 143 冰山原則在《老人與海》中的體現 144 分析露絲的覺醒《接骨師之女》

《野性的呼喚》中巴克的性格形成過程分析 146 背景知識在翻譯中的重要性

論《月亮和六便士》中的自然主義特色 148 從文化差異角度來分析習語的翻譯

全身反應法在少兒英語教學中的應用——以杭州英之輔EF語言培訓為例 150 從功能對等和文化語境差異角度看商務英語翻譯技巧 151 情景教學法在大學新生英語口語教學課堂中的實施 152 禮儀在商務談判中的應用

153 非傳統式英雄——從女性主義批評角度看《名利場》 154 英語專業學生英語口語學習動機調查研究 155 英語諺語重復修辭格的翻譯

156 Roberta’s Role in An American Tragedy

157 論英語電影片名的翻譯

158 佩克拉的憂傷－－解讀《最藍的眼睛》 159 從黑人女性主義解讀《寵兒》中塞絲的覺醒 160 企業文化構建的話語分析路徑

161 超驗主義思想在惠特曼詩歌中的體現 162 中英文顏色詞的文化內涵及翻譯

163 意識流與女性主體意識建構：以詹姆斯?科爾曼的《莫說她很怪》為例 164 英漢習語對比研究及其對高中英語教學的啟示 165 Analysis on Ambiguity in The Scarlet Letter 166 A Study of Self-Other Relation in The Painted Veil 167 論奧斯卡?王爾德的矛盾性——從傳記角度解讀《奧斯卡?王爾德童話集》 168 論《了不起的蓋茨比》中美國夢的幻滅與重生

169 從女性主義視角解讀《飄》中斯嘉麗?奧哈拉的性格特征 170 《呼嘯山莊》敘事視角多元性研究 171 國際商務談判技巧與策略初探 172 《吉檀迦利》中的泛神論思想

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

175 《夜色溫柔》男主人公迪克的精神變化研究

176 以馬斯洛需求層次理論分析《傲慢與偏見》中的愛情婚姻觀 177 論法律英語的語言特征及其翻譯

178 從《絕望主婦》各主角看美國家庭問題 179 論《湯姆瓊斯》中流浪漢模式的繼承與創新 180 論《紫色》的敘事現代性分析 181 漢語歇后語之英譯

182 剖析《麥田里的守望者》主人公霍爾頓的復雜個性 183 中英寒暄語委婉語的文化差異對比

184 “本我，自我，超我”—《飄》中玫蘭妮性格分析

185 理想與現實的距離——《麥田里的守望者》中主人公霍爾頓的求索之路 186 The Comparison of the Chinese Spring Festival with the Western Christmas Day 187 第二次世界大戰中的溫斯頓丘吉爾

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

190 經貿英語中的縮略語現象及其應用

191 從“米蘭達”的人物形象看凱瑟琳安波特的女性觀 192 英語交際中害羞心理產生的根源及其克服方法 193 《了不起的蓋茨比》中喬丹?貝克的人物分析 194 《魔戒》中的現實主義初探

195 由《紅樓夢》中人名的英譯看中西文化差異

196 基于榮格的“人格面具”理論分析《呼嘯山莊》中凱瑟琳的性格 197 禮貌原則與中西文化的差異

198 影視劇字幕漢譯探究－－-以《吸血鬼日記》的字幕漢譯為例

199 解讀二十世紀二十年代美國商業社會——對《巴比特》的人物性格及諷刺手法的分析

第四篇：廣告雙關語的語用策略與美學策略

廣告雙關語的語用策略與美學策略

閱 讀

2010-12-31 作者：劉艷

來源：商場現代化

雙關，是漢語特有的修辭手法之一，它主要是利用漢語語音或語義的條件，使語句同時兼有甲乙兩種語意，或一明一暗，一隱一現，言在此而意在彼；或將兩種語意巧妙聯系，使之兼而有之，另受眾由甲想到乙，由乙再重新認識甲，反復咀嚼，回味無窮。廣告創作中恰當使用雙關修辭，往往能使廣告語言生動形象、幽默詼諧，使人產生美的享受，從而接受商品信息，達到廣告的訴求目的。

然而雙關策略并非任何廣告人都能將之運用得恰倒好處，達到預期設想的效果。使用雙關廣告者不僅要盡力讓廣告達到最佳關聯，還應該考慮消費者的百科知識，民俗背景，以及不同消費者對信息接受的慣性問題。如果雙關策略沒有貼近受眾的文化背景，就達不到預期的效果，甚至可能物極必反，弄巧成拙。

在廣告中使用雙關應從實際出發，恰當使用，不能勉強為之。在表達上，既要委婉、含蓄、有余味，又不能撲朔迷離，讓人琢磨不透。現實中“大吃一斤”（飯鍋廣告，諧音“大吃一驚”）；“立竿見影”（肝藥廣告）；“雄雞冷飲，食全食美”（冷飲廣告，諧音“十全十美”）之類廣告的諧音雙關技巧拙劣不已，讓人看后不知所云，根本無法達到最佳關聯的效果，更不要說語言的幽默和廣告的傳播效果了。

還有些廣告語，追求低級趣味。例如，某婦科洗液廣告語“無炎（言）的女人更溫柔”。“旺旺”系列食品的“挑豆”豆的廣告語“我不是開玩笑哦，我是真的要挑豆（逗）你哦！”或許從商業炒作的效果來看，這些“問題”雙關廣告已經達到了它的目的，至少它讓人們記住這些廣告詞（盡管它們是蹩腳的），但從廣告文化學的角度看，它們又都是失敗的，因為它們不被人們贊同，不能產生美感。

廣告雙關語要力求達到最佳關聯才能取得較好的語境效果。最佳關聯意味著廣告的語境效果要足以引起公眾的注意，公眾要為取得語境效果付出努力，而且付出努力后能相應地增強語境效果。同時，廣告主在使用雙關策略時還應充分考慮大眾的認知心理，文化背景和風俗習慣，在盡力達到雙關語清新幽默、委婉含蓄等修辭效果時，注意提高產品的知名度和美譽度。最終達到勸導、刺激消費的商業目的。

一、廣告雙關語語用策略

雙關都具有兩層含義。廣告主利用語言文字同音或同義，同音異義的關系，使一句話涉及兩件事，一明一暗，一真一假，既引人注目，又引起聯想。但是，正是由于雙關的這種雙重性，有可能導致歧義的產生。從語用學的角度分析，這是對合作原則中方式準則的違反：要清楚明白、避免晦澀歧義。然而雙關為何仍受廣告主的青睞呢？這里我們不應忘記，廣告的首要任務是引人注目，雙關無疑是幫助廣告主實現這一目的的有效手段。

那么消費者，他們又是怎樣領悟廣告雙關語的真正含義的呢？從語用學角度分析，Sperber和Wilson提出的相關原則可以給這個問題提供滿意的解釋。從相關原則來看，廣告雙關語的運作方式可以簡單地描述為：廣告主有意利用雙關的特點提供給讀者兩種或更多的解釋，而后者會排除最表層，最直接的含義，領會深層的，廣告主所期望的內容。通常，對于消費者而言，在領會其內容的過程中，雙關比直觀表達方式需付出更多的努力。然而這正是廣告主的匠心獨運：運用雙關既能吸引并維持讀者的注意力，又能“使其進入廣告所描述的角色中，完全浸溶于廣告所創造的氛圍中。”同時，讀者的這種額外努力并不是無償付出的，他們通過最佳相關理論領悟廣告主的真正意圖后，會發現該產品或服務是對自己有益的，即“勞有所得，勞必有報”。摘選幾例加以說明：

例(1)華力牌電蚊香，“默默無蚊”的奉獻。

例(2)格力空調，創造“涼”機。

例(1）這則廣告煞費苦心，匠心獨運。這是運用雙關的同音異形法。根據相關原則，讀者可以體會到“默默無蚊”四字包含了多少內容！首先它展示了使用蚊香的人們所共同追求的目標：無蚊鳴之干擾，無蚊叮之苦惱，默默而無蚊。進一步分析還可看到該蚊香的工作狀態：默默而無蚊（聞），無聲又無息。再則，它也向人們表明了一心奉獻、不圖回報的心意，消費者還有什么理由將其拒之門外呢？

同樣例(2）讀者也可以體會到“創造涼機”這四個字包含了很多內容！首先它展示了使用空調的人們所共同追求的目標：炎炎夏日，涼風習習是何等愜意！進一步分析還可以推斷出，格力空調既是你的好空調，又為您帶來好機會，這是激發渴望成功人士的購買欲望。

此外，雙關語倍受廣告主青睞的另一原因還在于其有“一字千金”的巨大優越性。當今社會人們追求的是高效快捷。廣告主創作時既要考慮這一點，還要注重經濟、實效、省時、省力，使廣告文稿既通俗易懂、新穎獨特，又能惜墨如金，言簡意賅。所以在廣告創作中有一條KISS原則，即短而美。

Leech在其論著Principlesofpragmatics中闡述的經濟原則的主要內涵是：“當傳達的信息既短小精悍，意義又完整無損時，編碼和解碼過程將既省時，又省力。但他認為由于該原則限制了信息量，可能導致歧義，這與清晰原則相悖，即信息量越少，越容易含混晦澀。”實際上，在多數文體的創作或修辭手段的使用過程中，作者總是想方設法避免這一矛盾，即避免歧異的產生。但是對于雙關情況卻恰恰相反。這種修辭手段的精妙之處就在于它所具有的雙重含義。因此廣告主運用雙關首先注重的是其簡潔凝練的特點，同時利用它所引起的歧義，以及廣告這種特殊的語境取得引人注目的效果，完成廣告所追求的首要目標，真可謂一舉兩得。

二、廣告雙關語的美學策略

由于廣告雙關語屬于語言范疇，在語言實際運用中，廣告雙關語也能表現出美學特征的價值，這種美可以通過以下層次表現出來。

1.體現通俗美

在當今世界，廣告如潮水般鋪天蓋地涌向消費者，商家如何使自己的產品為消費者所了解并接受呢？一般消費者或讀者看或聽廣告并無明確的目的，是在無意中形成記憶的，這就要求廣告雙關語必須具有通俗美，即要符合普通消費者的審美要求和審美能力，容易為他們所理解、接受和欣賞。如：

例（1）停電24小時！依舊冷若冰霜。（上海航天冰箱）

例（2）白加黑，清除感冒，黑白分明。（白加黑感冒藥）

例（1）中“冷若冰霜”，常形容對人的態度冷淡，毫無熱情，也比喻態度嚴峻，使人難以接近。

這里用來形容停電24小時后的電冰箱，依舊冷的像冰霜一樣，回歸到成語的本義，形象地說明該電冰箱的制冷和恒溫功能。符合中國人的消費心理。例(2)“黑白分明”常用來比喻是非好壞分得清楚，而此廣告語則把本義和引申義聯系起來一塊用，一語三關地道出此種藥品人無我有的特質：“黑—黑片—黑夜—睡得香；”“白—白片—白天—不瞌睡”。里層含義中既用了“黑白”的本義也用引申義，既鮮明地突出了藥片色澤上的黑白分明，用藥時間上的黑白分明和療效的黑白分明，也告訴受眾購藥時一定要“黑白分明”，認準牌子，訴求的信息極為豐富且簡明，給消費者留下強烈而深刻的印象。

2．制造奇特美

廣告雙關語除了具有通俗簡單明了的特點外，還必須具有注意功能，即能夠吸引消費者的注意和興趣，使他們產生購買商品的欲望。如何才能在競爭激烈的廣告大潮中使自己的廣告脫穎而出吸引消費者呢？這就要求廣告雙關語必須具有奇特美。所謂奇特美，是指廣告語言采用異乎尋常的表現手法，真實傳神地反映產品的功能和功效。具有奇特美的廣告語言不僅能吸引消費者的注意力，使消費者對商品產生興趣，還能給消費者以美的享受，因為這種語言本身就是一種美。試看下面的例句：

美發盡在飄柔。（飄柔洗發水廣告）

產品名為“飄柔”，而飄柔的秀發又是年輕女性健康的表征、魅力之所在。“美發盡在飄柔”即談“美發”的原因在于使用了“飄柔”，同時又指之所以稱為美發，是由于飄逸柔和。一語雙關，含而不露，給人無盡遐想。這里的意象產生于“飄柔”這個詞的多重含義。讀者通過移情作用，將自身追求美的心理活動移植到該產品中，從而引發愉悅的感受。

美學原理告訴我們，任何美的事物都是形式美和內容美的辨證統一，這同樣適用于廣告語言。廣告語言的內容美包括通俗美、簡潔美、奇特美，還包括意境美，而其形式美主要是指廣告語言的意韻美。

3.營造意境美

所謂意境美，是指廣告雙關語通過語言的聯想意義或其內涵組合從而烘托出一定的意境，使人們產生豐富而美麗的聯想，滿足了人們對美的向往和追求。上文提到的“飄柔”就是產生意境美的成功范例。其他如：

（1）只要是美的，人人都喜歡。（美的空調）

（2）領略美的世界，盡享美的人生！（美的空調）

（3）原來生活可以更美的。（美的空調）

這一組雙關廣告語，“的”字同形異音異義，表層含義——“美的de事物”，里層含義——“美的di空調”，通過字形相同的聯系，把表里兩層含義聯系起來。表里兩層含義因讀音上的差別，在受眾心理上形成了較遠的距離，將讀者引入到美的意境，給人以美好的聯想和享受。

4.蘊涵意韻美

廣告雙關語的形式美主要體現在意韻美上。所謂意韻美，主要指廣告的語言使用必須節奏明快，發音響亮，富有音樂的和諧與流暢美，使接受者得到聽覺美的享受。因為，動聽的語言不僅能抓住接受者的注意力，而且能引起他們的好奇心，使他們在不知不覺中受到感染而激起購買欲望。

如：

“美的”家電，“美的”全面，“美的”徹底。（美的家用電器）

這則廣告的妙處在于“美的”的雙關語義。用品牌名稱形成雙關，連用三個“美的”，形成一個排比句，使廣告讀起來朗朗上口，既便于消費者對品牌的記憶，又使讀者產生豐富而美麗的聯想。

綜上所述，廣告雙關語的美學特征表現為通俗美、奇特美、意境美和意韻美等，因此在進行廣告雙關語的創作時，我們必須考慮到廣告的這些美學特征，以使廣告語言符合消費者的審美能力和審美需求，以激起消費者的購買欲，促進產品的銷售。

第五篇：關聯理論下言語交際中的謊言研究范文

關聯理論下言語交際中的謊言研究

摘要：本文以關聯理論作為理論基礎，從說謊原因和謊言的運作機制兩個角度，以及說謊者和聽謊者兩個方面進行探索，并從關聯理論的三方面：交際觀、語境觀、關聯性來分析謊言。從日常生活、書籍、劇本等方面搜集謊言實例，運用相關理論進行分析。在對謊言的生成、識別及關聯性進行分析后，結合實例對善意謊言和惡意謊言的語用功能分別進行闡述。利用關聯理論的優勢，探討了謊言在日常交際中的成因和理解，對于提高人們對謊言的認識，深入理解謊言背后的動機和意圖，防止上當受騙和改善交際技巧起到一定的積極作用。

關鍵詞：謊言關聯理論面子

一、引言

謊言是一種以刻意隱瞞事實或提供虛假信息來達到目的的言語，廣泛存在于我們的日常生活中。Sperber和Wilson提出的關聯理論從認知角度為謊言研究提供了新的思路。謊言研究是一個跨學科課題，是哲學、心理學、社會學和語言學的交叉研究領域。從語言學角度研究謊言始于Coleman和Kay的謊言原型分析。Galasinski從語用的角度對謊言進行了研究。之后大量的研究集中于運用合作原則和禮貌原則等經典語用理論對謊言進行分析。然而這些理論研究都存在著一定的局限性。如合作原則從謊言的信息出發，揭示了謊言違背質量原則，但無法深入分析說謊原因及說謊者與受謊者的互動過程。而禮貌原則僅能解釋部分善意謊言，無法為謊言研究提供完整的理論框架。目前，關聯理論的應用主要集中在教學、翻譯、廣告等方面。關聯理論試圖從認知角度解決人類交際中的共同問題，因而也適用于對謊言的研究。從關聯理論的視角下研究謊言，一方面拓寬了關聯理論的應用范圍；另一方面從關聯理論視角理解謊言的產生和識別，有利于增強聽者的自我保護意識，也有利于犯罪偵查中的謊言識別，維護社會和諧穩定。

二、文獻綜述

（一）謊言的定義和分類

哲學家、心理學家、語言學家等從不同方面對謊言進行了研究。然而，對謊言的定義和分類仍未達成統一的標準。謊言研究始于Coleman and Kay’s對謊言原型的研究，指出謊言的組成有三個條件：內容的虛假性，說謊者對謊言的認識和傳播意愿。Leekam將這三個因素分為兩類：說謊者明知為假，并有意傳達。因此，說謊者知曉話語的虛假性是謊言的必備條件，而非話語內容本身的虛假性。但有時，說話者說了他知道是虛假的內容，但無意欺騙聽話者。例如，鄰居家生了新小孩，盡管你認為并不好看可仍會對抱小孩的母親說很可愛。這種情況下，說話者無意欺騙聽者，但是為了保持禮貌或維持聽者的面子，說話者仍會選擇恭維聽話者來讓她相信自己的孩子很可愛。從目的角度來看，每一種言語都有自己的目的性，謊言也不例外。Masip，Garrido 和 Herrero在2004年指出說謊者是為了“讓他人相信自己所明知的虛假信息”。李先昆也認為“謊言是說話者明知為假而有意向聽話者說的假話，即謊言就是說話者有意騙人的話”。綜合這些定義可以發現，謊言具有一個前提、三個特點和兩個結果。一個前提：聽話者并不知道說話者的謊言行為。三個特點：說話者知曉話語的虛假性；說謊的目的是為了欺騙聽者；謊言的定義與聽話者是否意識到謊言的存在無關。兩個結果：謊言被揭穿或謊言成功地欺騙了聽話者。

故意性被認為是謊言的本質屬性。Kant指出“謊言終是謊言，不管說謊言的人是出于好意或惡意”。“惡意”可以被認為是欺騙性的目的，而“好意”則指對聽者沒有欺騙的目的。因此，根據說話者動機的不同，謊言可以被分為兩類：善意性謊言和惡意性謊言。兩類謊言之間的界限為謊言是否會威脅到聽者的利益。惡意謊言的目的是欺騙和危害聽話者利益，而善意謊言不會損害聽話者的利益。

（二）關聯理論

關聯理論主要研究在交際過程中語言的產生和理解，屬于對交際和理解的認知語用學探索。關聯理論第一次被Sperber & Wilson正式提出。關于關聯理論的最新解釋發表于2004年。關聯理論認為，人類的認知系統試圖將交流最大關聯化。關聯理論將語言理解看做是認知過程。認知環境與互明，語境和語境效果，明示-推理交際及關聯原則被認為是關聯理論的四個關鍵概念。

認知環境與互明理論指出，即使所有人都從同一物理世界獲取信息，不同人對信息有著不同的建構方式。由于認知方式不同，對同一信息不同人會有不同的理解。因此，在同一交際過程中，交際雙方并不共享相同的認知域。那么，交際雙方彼此如何理解對方話語而成功完成交際目的呢？Sperber 和 Wilson 把交際看做是獲得明示刺激的過程。交流者盡最大努力推測說話者提供的刺激信息。因此，說話者傳遞的信息會影響聽話者的認知環境，并使聽話者跟隨說話者話語的意義和目的。語境在大多數人看來是客觀存在并固定不變的。但是Sperber和Wilson卻認為在交流發生時，語境不是固定不變，而是動態的。他們指出，“語境是心理構建，是聽者對世界理解的子集。”說話者通過明示刺激，改變聽話者的認知環境，同時與聽話者之前大腦中的語境交互，因此在交際過程中聽話者的語境發生了改變。明示-推理交際是指說話者產生使彼此共通的刺激，對聽話者的理解產生明示或更加明示的改變。從名稱和定義可看出，這里有兩層理論：明示和推理。從說話者的角度來看，交際是明確傳達信息意圖的過程。然而，在聽話者看來，交際是推理過程，是在理解說話者明示意圖的基礎上對認知做出的改變。因此，在交際過程中存在著理解和相信的問題。謊言能否成功取決于聽話者是否選擇相信說話者。關聯原則指出，認知過程的改變需要聽話者的努力。信息與聽話者越關聯聽話者所需付出的認知努力就越少。即，聽話者付出認知努力的多少代表了信息的關聯程度，所要付出的努力越多，關聯程度越低。因此，說話者的目的是找到最合適的表達方式以滿足最佳關聯。

關聯理論為語用學研究提供了嶄新的視角。作為言語行為的一種，謊言同樣適用于關聯理論研究。關聯理論為謊言的闡釋提供了全新的視角，進一步拓寬了對謊言的研究。

三、關聯理論視角下的謊言分析

謊言存在于生活的各個角落。人們可能故意說謊，也可能無心說謊。根據關聯理論，交際是認知過程，是說話者-聽話者相關聯的信息交換過程。關聯理論的四個理論可以被用來解釋人們說謊的目的與產生，謊言的分類和語用功能，以及怎樣識別謊言。

（一）謊言的目的和產生

Austin 在 How to Do Things with Words 中提出，說話是做事。交際都具有目的性，區別在于交際的目的有明顯和隱含之分。在交際中，每個人都有自己的目的，但真正的交際目的并不總是與信息傳遞出來的目的相符合。“信息目的是所傳達句子意思的自然表達，與語言的明示作用相聯系，為聽者的推理提供直接的證據。但交際信息是在另一層面上的信息，與對話語的理解推理相匹配。”因為信息目的和交際目的分屬于不同的層面，這就為說謊者提供了機會。說謊時，說謊者首先隱藏了自己真正的交際意圖。接著，在明示階段，說謊者給受謊者提供的直接推理信息就是信息傳遞的過程，與虛假信息目的相匹配。例如，當警察調查一件謀殺案時，兇手可能按照如下方式假造信息：

警察：昨晚九點時你在干什么？

兇手：我在家里看電視。

兇手隱藏了真實的交際目的以免引起警察的懷疑。但是，如果警察在之后的調查中發現了說謊者隱藏的信息，謊言就會失敗。因此，要想實現欺騙的目的，說謊者需要隱藏真實的交際目的，并傳達錯誤的信息。說謊者根據錯誤的信息目的為聽話者提供明示信息，明示信息構成了聽話者理解的語境背景。但是，如果聽話者能從其他因素中推理出真正的交際信息，即使不能確定說話者真正的交際意圖，謊言也會失敗。

語境在話語的產生和理解中扮演著重要的角色。交際是動態的過程，這也決定了交際雙方語境選擇的動態性。說話者提出的新的信息會被聽話者與他目前的語境相聯系，產生語境效果。在交際中，聽話者和說話者沒有共享相同的內容，卻共享了相同的明示過程。每一個交際者都是獨立的個體，所做的語境假設也并不相同。在誠懇的交際中，交際雙方分享的語境為對話提供了可能。而在謊言中，說話者利用未共享的語境特征制造謊言。例如《紅樓夢》中鳳姐欺騙寶玉的例子：

“寶兄弟大喜！老爺已擇了吉日??”鳳姐笑道：“給你娶林妹妹過來，好不好？”寶玉卻大笑起來。鳳姐看著，也斷不透他是明白，是糊涂，因又問道：“老爺說：你好了就給你娶林妹妹呢。若你還是這么傻，就不給你娶了。”

寶玉的認知域有兩個內容，一是娶黛玉，二是這樁婚姻是由他的父親、賈政決定的。但在鳳姐的認知語境里，第一，寶玉是有點糊涂的；第二，寶玉的愿望是娶黛玉；第三，這樁婚姻在寶玉的認知中是由賈政決定的。事實上，寶玉娶誰這件事是由賈母、王夫人、鳳姐操縱的。鳳姐在對話中故意提到賈政和黛玉，是根據她自己的認知域和對寶玉認知域的熟悉。鳳姐提供的新信息與寶玉的認知域重合，因此產生了謊言。然而，寶玉對鳳姐的認知域一無所知，因此謊言成功，寶玉相信了鳳姐說的話。

總而言之，要想實現謊言的目的，說謊者必須提前了解聽者所處的語境范圍，并找到與之共享的認知域，來產生沒有明顯破綻且易于被聽者接受的新信息。

（二）謊言的識別

在對謊言的討論中，只討論謊言的產生是不完整的，因為謊言包含說謊者和聽話者兩個部分。有時說謊會給受謊者的物質和精神都帶來嚴重的傷害，因此謊言的識別也是一項重要的內容。基于關聯理論，識別謊言有以下三種方法。

第一，聽者可以推斷出說話者的交際意圖。由前面的分析可知，在謊言中，說話者隱藏了真正的交際信息，所傳達的明示信息是與欺騙意圖相對應。因此，聽話者能否通過明示信息發現說話者真正的交際意圖是識破謊言的關鍵。在交際的過程中，如果A感覺到B存在沒有說實話的可能性，A會從B是否刻意回避一些對自己的不利的信息，或為自己謀利的角度檢查B所說是否屬實。大多數情況下，當交流的一方懷疑自己遇到謊言，會對說謊者的話語產生疑問。這是一個正常的思考過程，會減少被欺騙的風險。

第二，聽話者可以通過隱藏自己的語境信息或擴大自己現有的語境來增加識別謊言的機會。語境在關聯理論里扮演著重要角色，同時也是說謊者欺騙聽話人的重要假設因素。如果說話者想使謊言起作用，首先說謊者必須正確地判斷聽話者的語境。如果聽話者在發現謊言初露端倪時就隱藏了自己語境的關鍵信息，聽話者就能阻止謊言的發生并能在交際中掌握主動權。

第三，聽話者可以靈活運用其他方式來識別謊言，如“以謊識謊”，是公安機關進行嫌疑犯審訊時常用的一種手段。例如，在證據不足的情況下警察審訊嫌疑犯，會用“我們已經掌握了你犯罪的全部事實，請如實交代”這樣的謊言來威脅犯罪嫌疑人，打破其心理防線，主動交代實情。有時，利用同伙信息制造謊言來警告也是警方常用的手段。例如，當團伙案犯都拒不交代時，警察用“不要再耍花樣了，你的同伙已經都交代了”或“據你的同伙說，你才是主謀”這樣的謊言來引起嫌疑犯之間的矛盾，便于警方偵破案件。

（三）謊言的分類和語用功能

謊言經常被認為是有害的，實際上，謊言也有許多積極的語用。按照說謊的不同目的，謊言可分為善意謊言和惡意謊言兩類。惡意謊言是說謊者企圖欺騙他人來達到自己受益或避免危害的目標。因此，惡意謊言的首要任務就是達到說謊者欺騙的目的。有時，惡意謊言也能實現從受謊者的言后行為中獲益的目的。例如在皇帝的新衣中，兩個騙子裁縫編造了完美的謊言欺騙皇帝和大臣，騙取了皇帝大量錢財。善意謊言常常作為語用手段來實現對說話者或聽話者面子的維護，從而建立或維護良好的人際關系，如表達情感、安慰，甚至是教導等。例如，基督教等宗教認為是上帝創造了世界，與物質世界的觀點相悖卻起到了很好的教化作用。

四、結論

謊言存在于生活的方方面面，關聯理論對謊言的產生和如何發揮作用做了全新的闡釋。說謊者隱藏自己的真實目的，并傳遞配合虛假意圖的明示信息給聽者。同時，在交際過程中，說謊者需要提前推測聽者的語境，以便通過重疊的語境部分制造謊言，實現欺騙目的。在日常交際中，當一方感到自己可能遇到謊言時，應冷靜分析另一方真正的交際目的，從而運用多種方法識別謊言。謊言也有善意和惡意之分，善意的使用謊言可以維持人際關系，增進理解。關聯理論視角下的謊言分析具有重要意義，本文僅是選擇了一些方面對謊言做了分析，所提識別謊言的方法也只是嘗試性的，但是這也能夠為謊言的語用研究做出更多貢獻。

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