从关联理论角度阐述广告双关语

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Acknowledgements

I am grateful to all the people whose intellectual and personal supports have made

it possible for me to work on the research and complete the present thesis.

First and foremost, I would like to acknowledge my sincere gratitude to Associate

Professor Han, my respectable supervisor, who has patiently helped me with my thesis

writing and provided me with valuable advice and inspiration of new ideas. In the two

and half years, she guided me into the fields of Schools of Linguistics and Pragmatics.

And her consistent encouragement has contributed a great deal to the accomplishment

of the work.

Thanks go further to all the other faculty members of College of Foreign

Languages in USST, such as Professor Deng, Professor Wang, and Professor Lv, whose

insightful lectures prepared me for the present thesis.

I should also own my thanks to my fellow classmates, Wang Huanhuan and Wu

Peihong, who offered me some valuable ideas and have never hesitated to offer their

help when it is asked for.

My thanks also go to our instructor Jiang Hua and the teaching secretary Guo

Lingyi, who have helped me much both in my academic and in my daily life during my

postgraduate years.

Special thanks go to my dear boyfriend Liu Xuan, who offered timely help and

encouragement though he is long way off. I am appreciative as he not only gave me

instructive guidance in the preparation for my thesis, but also provided me with spiritual

support and helped me through a difficult and rough time.

Last but not least, my thanks go to my dearest parents and my best friends. During

the process of my postgraduate study, they have been supporting me silently and

selflessly, and provide me with both financial and emotional support to finish my two

and a half years’ study. They are the people I can fall back on at any moment.

摘要

近年来，学者们对广告中的双关语展开了深入而细致的研究。纵观这些研究，

大部分是从修辞学，文体学以及语义学等角度探讨其修辞用法或修辞功能，很少

对其进行语用方面的研究。而在篇幅不多的语用研究中，大多数是从双关语的语

用功能或翻译策略方面进行的研究，而且对双关语的解释多以 Grice 的合作原则和

Jef Verschueren 的顺应论为理论依据。为此，本文试图寻找一种新的研究视角来分

析广告中的双关语。

本文以著名语言学家 Sperber 和Wilson 提出的关联理论为理论基础，对双关

语这一特殊的语言现象进行了全面的分析研究，旨在从理论上对双关语的理解过

程重新进行诠释，并通过具体的实例分析来探求受众的心理认知过程。由于双关

语一直被广告商广泛地运用到广告中，而广告中的双关语也确实协助厂家更好地

推销他们的商品，因此本文选择了广告双关语作为分析和研究对象。

本文以关联理论为理论基础，旨在探究广告受众对双关语的理解，认为其本质

就是受众在其理解双关语的过程中寻找最佳关联的过程。因为获得最佳关联的过

程正是广告商成功宣传商品的过程，因此，受众是否能够顺利找到最佳关联决定

了广告商的交际意图能否最终被实现。在广告交际中，广告主利用双关语具有歧

义和双重语境的特点，巧妙地为受众提供了两种或两种以上的解释．在 Sperber 和

Wilson 关联理论的引导下，本文作者通过实例分析得出这样的结论：广告受众与

广告商之间的交际也符合他们所提出的明示-推理交际，即在理解广告中双关语的

过程中，受众为了找到最佳关联，往往会排除最表层、最直接的那层含义，然后

通过付出更多的处理努力以达到更大的语境效果，从而推理出广告商的实际意图。

作者通过分析发现，双关语的理解过程通常需经过三个步骤：受众首先获得并理

解双关语中广告主通过语言形态传递出的明示信息，然后结合其认知语境，排除

与当时实际语境不相关的表层信息，接着通过付出更大的处理努力寻找到最佳关

联，进而获得双关语的隐含意思，从而经过进一步的推理明白广告主真正的交际

意图。尽管作者指明了解读双关语的这三个步骤，但同时作者又指出，由于受个

人的认知水平和双关语难易程度的影响，这三个步骤的出现并不一定是严格按照

上述先后顺序出现的，而且受众也并不一定每次都逐一执行这三个步骤。

本文不仅使我们认识到关联理论在对广告双关语的理解方面具有重要的解释

力，而且还加深了我们对广告双关语的认识：一方面有助于广告主更好地将双关

语运用到广告设计中，另一方面可帮助学习者更好地学习和使用双关语。

关键词：关联理论双关语最佳关联语境

iii

Abstract

For the past few years, many researchers devoted themselves to the application and

interpretation of puns in advertisements. However, when we survey these researches and

their relevant works in an integrated way, we may notice the fact that a large proportion

of them are conducted in term of rhetoric, stylistics and semantics, which focus widely

on rhetorical functions and rhetorical usages of puns, and only a few are analyzed from

the perspective of pragmatics. Research shows that Grice’s Cooperative Principle and

Jef Verschueren’s Adaptation theory are employed, while Relevance Theory is rather

infrequently employed.

The current research adopts a pragmatic approach to puns interpretation within the

theoretical framework of Relevance Theory, with the purpose of offering a fresh

cognition of pun interpretation in advertisements and investigating the mental process

the audience may experience when they run into puns in their daily life. On account of

the fact that puns are constantly employed in modern advertising, and the fact that puns

in advertising do play an essential and important role in assisting advertisers in the

propaganda of goods and services, the author chooses puns in Chinese and English

advertisements as her targets investigated.

Grounded on Relevance Theory, the present study investigates the understanding

mechanism of puns in advertisements, and argues that the essence of puns interpretation

is the process of searching for optimal relevance. Since the audience’s process of

searching for optimal relevance is in the process of the advertisers’ promoting products,

whether the former can find out the optimal relevance or not is of great significance to

the successful communication. In advertising communication, the advertisers always

intentionally employ puns in that they have ambiguous meanings and can produce dual

contexts to provide the audience with two or more kinds of interpretations. According to

the Principle of Relevance, the audiences tend to discard the explicit meaning of a pun,

and by making extra processing efforts they will reach a stronger contextual effect,

which may guide them to realize the advertiser’s real intention. The author finds that the

successful communication between the audience and advertiser often go through three

steps: accessing to the manifest information given by the advertiser by decoding the

linguistic forms, obtaining the optimal relevance by processing effort, and finally

achieving the actual intention of the advertiser. As the cognitive competence and the

degrees of difficulties in inference of puns’ meaning vary from audience to audience, it

is noteworthy that these steps are not necessarily sequential and not all of them are

obligatory.

The thesis not only enriches the applicational scope of the Relevance Theory and

further proves its explanatory power in explaining human communication, but also

helps the advertisers and language learners gain a better understanding of pun which

may bring benefits to their future study.

Key words: Relevance Theory, pun, optimal relevance, context

CONTENTS

Acknowledgements ............................................................................................................i

摘要 ................................................................................................................................ ii

Abstract ............................................................................................................................iii

Chapter 1 Introduction ...................................................................................................... 1

§1.1 Motivation of the Research ................................................................................ 1

§1.2 Objectives of the Research .................................................................................2

§1.3 Significance of the Research ..............................................................................2

§1.4 Methodology and Date Collection ..................................................................... 3

§1.5 Layout of the Research ...................................................................................... 4

Chapter 2 Literature Review ............................................................................................. 7

§2.1 A Brief Introduction of Pun ................................................................................7

§2.1.1 History of Pun .......................................................................................... 7

§2.1.2 Definition of Pun ......................................................................................8

§2.1.3 Classification of Pun .............................................................................. 10

§2.1.4 Formation of Pun ....................................................................................11

§2.2 Previous Studies on Pun ...................................................................................12

§2.2.1 Rhetorical Approach .............................................................................. 12

§2.2.2 Pragmatic Approach ...............................................................................14

§2.2.3 Cognitive Approach ............................................................................... 17

§2.3 Summary .......................................................................................................... 18

Chapter 3 Relevance Theory ...........................................................................................19

§3.1 Cognitive Environments and Mutual Manifest ................................................19

§3.2 Ostensive-inferential Communication ............................................................. 20

§3.3 Contextual Effects ............................................................................................21

§3.4 Principle of Relevance and Optimal Relevance ...............................................22

§3.5 Summary .......................................................................................................... 25

Chapter 4 Interpretation of Puns in Advertising ............................................................. 29

§4.1 Classification of Puns in Advertising ...............................................................29

§4.1.1 Homophonic Pun ................................................................................... 30

§4.1.2 Semantic Pun ......................................................................................... 30

§4.1.3 Grammatical Pun ................................................................................... 30

§4.1.4 Idiomatic Pun ......................................................................................... 31

§4.2 Characteristics of Puns in Advertising ............................................................. 32

§4.3 Functions of Puns in Advertising .....................................................................33

§4.3.1 To Persuade the Audience ...................................................................... 33

§4.3.2 To Make Advertisements Brief .............................................................. 34

§4.3.3 To Avoid Social Taboos ..........................................................................35

§4.4 The Essence of Puns Interpretation in Advertising .......................................... 36

§4.4.1 Getting the Explicit Meaning .................................................................37

§4.4.2 Finding Out the Optimal Relevance ...................................................... 38

§4.4.3 Achieving the Communicative Intention ............................................... 39

§4.5 Case Analysis of Puns in Advertising .............................................................. 40

§4.5.1 Analysis of Skillful Puns in Advertisements ..........................................41

§4.5.2 Analysis of Imperfect Puns in Advertisements ...................................... 46

§4.6 Summary .......................................................................................................... 48

Chapter 5 Conclusion ......................................................................................................49

§5.1 Findings of the Study ....................................................................................... 49

§5.2 Implications ......................................................................................................49

§5.3 Limitations ....................................................................................................... 50

§5.4 Suggestions ...................................................................................................... 50

BIBLIOGRAPHY ...........................................................................................................51

在读期间公开发表的论文 .............................................................................................55

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摘要：

iAcknowledgementsIamgratefultoallthepeoplewhoseintellectualandpersonalsupportshavemadeitpossibleformetoworkontheresearchandcompletethepresentthesis.Firstandforemost,IwouldliketoacknowledgemysinceregratitudetoAssociateProfessorHan,myrespectablesupervisor,whohaspatientlyhelpedmewithmythesiswritingandp...

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