摘要

当今社会，广告以各种形式进入我们的生活，目的在于吸引我们的注意从而实现其宣传推广的目的。而双关语作为一种修辞手法，以其独特性使得其在广告中的使用较为频繁。结合实例，本文将从谐音双关、语义双关、语法双关、仿拟双关这四个方面分析双关语在英语广告中的运用技巧。从双关语的语用角度分析,双关语有意违反合作原则但却遵循经济原则，使得广告婉约，富有洞察力，增强了广告本身的表现力和艺术性。双关语的恰当使用可以使广告本身更具吸引力，从而实现广告所需要达到的宣传推广目的。

关键词：广告；双关；运用技巧；语用功能

Abstract

In modern society, advertisements penetrate into our lives in various forms, aiming to attract our attention and thus to propagate products. As a figure of speech, pun is frequently used in advertisements with its uniqueness. Combined with examples, this paper focuses on the application of pun through its form of expression such as homophonic pun, homographic pun, grammatical pun and parody pun. From the perspective of pragmatics, pun deliberately violates The Cooperative Principle but follows The Economy Principle, which makes the advertisements graceful and insightful, as well as enhances its expressiveness and artistry. The proper use of pun in advertisement can be more attractive, thus to achieve the purpose of publicity and promotion.

Key words:  Advertisement; Pun; application; Pragmatic Function