摘  要

随着经济和社会的发展，广告在人类现代生活中己经无处不在，而且通常以各种各样的形式存在于我们的生活中,比如看电视,阅读报纸等等。广告是一种特殊的交际行为，广告商为了尽可能地在有限的时间和有限的资金条件下，吸引受众并能传达有效的信息，他们经常运用各种修辞手法，双关就是一种广告商最爱使用的手段。近年来，越来越多的学者从不同角度关注并研究英语广告双关语，例如双关语的特点，作用，分类等等。本文主要在关联理论视角下研究双关语。在关联理论中，交际是一种明示推理过程，即听众对演讲者说话意图进行辨别和判断的认知过程。与此同时，关联理论能恰当地解释英语双关语在广告中的实际运用。

关键词：英语广告；双关语；关联理论

Abstract

With the development of economy and society, advertisement has been ubiquitous in our modern life and it usually exists in various forms in our life, such as watching TV, reading newspapers and so on. Advertisement is a special kind of communicative behavior. Advertisers should try their best to attract audience and convey information effectively to them under the condition of the limited time and limited funds. Thus, they are accustomed to use all kinds of figures of speech. As everyone knows, pun is one of the most popular means that advertisers prefer to use. In recent years, more and more scholars pay their attention to study English advertisement puns from different angles. For example, they tend to do research on the characteristics, function, and classification of puns and so on. This article mainly studys puns from the angle of Relevance Theory. Communication is an ostensive-inferential process in Relevance Theory. The purpose of the listener is to identify and judge the speaker’s intention in this cognitive process. At the same time, Relevance Theory can explain the practical application of puns in English advertisement properly.

Key words: English advertisement; pun; Relevance Theory