puns in advertisement from the perspective of cooperative principle從合作原則的角度分析廣告中的雙關(guān)語

1、<p><b>　　目錄</b></p><p>　　中文摘要..........................................................................................................................I</p><p>　　Abstract.......

2、.................................................................................................................II</p><p>　　引言………………………………………………………………………………..1</p><p>　　2. 合作原則.................

3、..................................................................................................3</p><p>　　2.1合作原則的內(nèi)涵……………………………..………………………………….3</p><p>　　2.2合作原則的準(zhǔn)則………………………………………………………………..3

4、</p><p>　　2.2.1數(shù)量準(zhǔn)則………………………………………………………………….3</p><p>　　2.2.2質(zhì)量準(zhǔn)則………………………………………………………………….3</p><p>　　2.2.3關(guān)系準(zhǔn)則………………………………………………………………….3</p><p>　　2.2.4方式準(zhǔn)則……………………………

5、…………………………………….3</p><p>　　2.3合作原則準(zhǔn)則的違反…………………………………………………………..3</p><p>　　2.3.1違反數(shù)量準(zhǔn)則…………………………………………………………….4</p><p>　　2.3.2違反質(zhì)量準(zhǔn)則…………………………………………………………….4</p><p>　　2.3

6、.3違反關(guān)系準(zhǔn)則…………………………………………………………...4</p><p>　　2.3.4違反方式準(zhǔn)則…………………………………………………………...4 </p><p>　　2.4 會話含義……………………………………………………………………...5</p><p>　　3. 廣告雙關(guān)語 ……………………………………………………………………...6

7、</p><p>　　3.1 雙關(guān)語的含義………………………………………………………………...6</p><p>　　3.2 雙關(guān)語的特點………………………………………………………………...6</p><p>　　3.2.1 歧義……………………………………………………………………..7</p><p>　　3.2.2雙重語境………………

8、………………………………………………...7</p><p>　　3.3廣告雙關(guān)語的分類………………………………………………………........8</p><p>　　3.3.1一詞多義雙關(guān)…………………………………………………………….8</p><p>　　3.3.2同音雙關(guān)………………………………………………………………….9</p><

9、p>　　3.3.3仿擬雙關(guān)………………………………………………………………….9</p><p>　　3.3.4語法雙關(guān)………………………………………………………………….9</p><p>　　4．合作原則與廣告雙關(guān)語.…………………………………………………….........11</p><p>　　4.1廣告雙關(guān)語違反合作原則的準(zhǔn)則……………………………

10、……………….11</p><p>　　4.1.1 廣告雙關(guān)語違反數(shù)量準(zhǔn)則…………………………………………........11</p><p>　　4.1.2 廣告雙關(guān)語違反質(zhì)量準(zhǔn)則…………………………………………........12</p><p>　　4.1.3 廣告雙關(guān)語違反關(guān)系準(zhǔn)則………………………………………………12</p><p&g

11、t;　　4.1.4 廣告雙關(guān)語違反方式準(zhǔn)則…………………………………………........13</p><p>　　4.2廣告雙關(guān)語具有會話含義………………………………………………........14</p><p>　　4.2.1 具有一種會話含義的廣告雙關(guān)語…………………………………........14</p><p>　　4.2.2 具有多種會話含義的廣告雙關(guān)

12、語…………………………………........15</p><p>　　5. 結(jié)論.........................................................................................................................18</p><p>　　6. 致謝 ................

13、.......................................................................................................20</p><p>　　7. 參考文獻(xiàn) ....................................................................................

14、...........................21</p><p><b>　　CONTENTS</b></p><p>　　摘要....................................................................................................................

15、.............I</p><p>　　Abstract........................................................................................................................II</p><p>　　Introduction..................

16、......................................................……............................1</p><p>　　2. Cooperative Principle........................................................................................

17、......3</p><p>　　2.1The Definition of Cooperative Principle………………………………………...3</p><p>　　2.2The Maxims of Cooperative Principle…………………………………………..3</p><p>　　2.2.1Quantity…………………………………

18、…………………………………3</p><p>　　2.2.2Quality……………………………………………………………………..3</p><p>　　2.2.3Relation……………………………………………………………………3</p><p>　　2.2.4Manner…………………………………………………………………….3</p><p

19、>　　2.3Violation of the Maxims ………………………………………………………...4</p><p>　　2.3.1Violation of the Maxim of Quantity……………………………………….4</p><p>　　2.3.2 Violation of the Maxim of Quality………………………………………4</

20、p><p>　　2.3.3 Violation of the Maxim of Relation……………………………………..4</p><p>　　2.3.4 Violation of the Maxim of Manner………………………………………4 </p><p>　　2.4Conversational Implicature……………………………………

21、……………….5</p><p>　　3. Puns in Advertisement …………………………………………………………..6</p><p>　　3.1 Definition of pun………………………………………………………………6</p><p>　　3.2 Characteristics of Pun………………………………………………………

22、….6</p><p>　　3.2.1 Ambiguity………………………………………………………………..7</p><p>　　3.2.2The Double Context……………………………………………………...7</p><p>　　3.3Types of Puns in Advertisement………………………………………………..8</

23、p><p>　　3.3.1Puns on Polysemy……………………………………………………........8</p><p>　　3.3.2Puns on Homophones……………………………………………………...9</p><p>　　3.3.3Puns on parody…………………………………………………………….9</p><

24、;p>　　3.3.4Puns on Grammar………………………………………………………….9</p><p>　　4. Cooperative Principle and puns in advertisement……………………………..11</p><p>　　4.1Puns in advertisement that violate the maxims of Coope

25、rative Principle……….11</p><p>　　4.1.1Puns that violate the maxim of quantity…………………………………….11</p><p>　　4.1.2Puns that violate the maxim of quality……………………………………...12</p><p>　　4.1.3P

26、uns that violate the maxim of relation……………………………………..12</p><p>　　4.1.4Puns that violate the maxim of manner……………………………………..13</p><p>　　4.2Puns in advertisement with conversational implicature……

27、……………………..14</p><p>　　4.2.1Puns with one conversational implicature……………………………………14</p><p>　　4.2.2Puns with more conversational implicature………………………………….15</p><p>　　5. Conclusion……

28、…………………………………………………………………18</p><p>　　6. Acknowledgements……………………………………………………………..20</p><p>　　7. Bibliography……………………………………………………………………21</p><p><b>　　摘要 </b></p>

29、;<p>　　雙關(guān)語能用簡潔的方式表達(dá)幽默與智慧，因而備受廣告商的青睞。廣告商運用雙關(guān)語來增強廣告語言的號召力，從而影響消費者的購買意愿。但是雙關(guān)語是怎樣被運用到廣告中來促進(jìn)語言交流進(jìn)而最終達(dá)到廣告商的預(yù)期目的，又是怎樣影響廣告商傳達(dá)商品信息和消費者對廣告的理解呢？</p><p>　　本文旨在從合作原則的角度分析廣告中的雙關(guān)語，主要從三個部分進(jìn)行論述。第一部分介紹合作原則的相關(guān)理論，包括合作原則的

30、內(nèi)涵，合作原則的準(zhǔn)則,以及合作原則準(zhǔn)則的違反和由此而產(chǎn)生的會話含義。第二部分介紹廣告中的雙關(guān)語，包括雙關(guān)語的定義，雙關(guān)語的特點以及廣告中雙關(guān)語的類型和雙關(guān)語在廣告中的功能。第三部分結(jié)合合作原則的理論分析廣告中的雙關(guān)語，主要從兩個層面進(jìn)行展開。第一個層面是廣告中的雙關(guān)語違反了合作原則的準(zhǔn)則，另外一個層面是廣告中的雙關(guān)語產(chǎn)生了一定的會話含義。在此基礎(chǔ)上，論文引用了大量的實例來研究雙關(guān)語的特點，分類以及如何違反了合作原則的準(zhǔn)則和產(chǎn)生了怎樣的會

31、話含義。</p><p>　　這是研究廣告語言的一個新的視角，同時也會增強對合作原則的理解.此外研究廣告中的雙關(guān)語也具有重要的現(xiàn)實意義，它為廣告商更加巧妙地運用雙關(guān)語提供了一定的原則同時也有利于觀眾更好地理解廣告中的雙關(guān)語并品味其中的魅力所在。</p><p>　　關(guān)鍵詞：廣告 雙關(guān)語 合作原則</p><p><b>　　Abstract</b&g

32、t;</p><p>　　Pun, a concise way to express humor and wit, is particularly favored by advertisers to enhance the appeal of language and thus influence the audiences’ buying decision. But how it is adopted in a

33、dvertising to facilitate the linguistic communication and ultimately serve to reach the intended purposes，and cognitively cast influences upon the advertiser’s expression and the audience’s interpretation of the utteranc

34、es in discourse? </p><p>　　This paper is dedicated to analyze puns in advertisement from the perspective of Cooperative Principle and the analysis can be divided into three parts. Part One introduces the rel

35、evant theory of Cooperative Principle, including the definition of Cooperative Principle, the maxim of Cooperative Principle, violations of the maxims and the conversational implicature arising therefrom. Part Two introd

36、uces the relevant knowledge of puns, including the definition of puns, the characteristics of puns, </p><p>　　This is a new perspective to rich advertising language study and will deepen the pragmatic study.

37、 Also the study of punning in advertising may be of practical importance in that it is likely to provide guidelines for advertisers on how to employ advertising puns more skillfully．It leads us to achieve a better unders

38、tanding of puns in advertising and thus enjoy the charming of them.</p><p>　　Key words: Advertisement Puns Cooperative Principle</p><p>　　Puns in Advertisement from the Perspective of Cooperat

39、ive Principle</p><p>　　1. Introduction</p><p>　　It is universally acknowledged that the main and ultimate purpose of an advertisement is to persuade the audience to buy the product advertised．Th

40、e advertiser put a lot of efforts in attracting the attention of the audience. And in the mean time, there is a tremendous amount of research in advertising language，conducted by people in both the field of advertising a

41、nd that of linguistics．However, punning does not seem to receive enough attention it deserves．</p><p>　　Advertising puns are chosen as the object that need for more investigation is based on the following re

42、asons：</p><p>　　Firstly, the studies of this field have never been more complete. Why pun is used and how it is adopted in advertising to facilitate the linguistic communication and ultimately serve to reach

43、 the intended purpose，and cognitively have influences upon the advertiser’s expression and the audience’s interpretation of the utterances is still a wonder that is worth making an attempt to have a thorough research．<

44、;/p><p>　　Secondly, as for the analysis of puns in advertisement, lots of scholars prefer the Relevance Theory and few of them try to study it from the perspective of Cooperative Principle, which is a new way t

45、o rich advertising language study. Some scholars are truly interested in the analysis of puns in advertisement from the perspective of Cooperative Principle, but the studies of this field have never been more complete an

46、d are worth spending energy and time studying it. And there are some scholars tr</p><p>　　Thirdly, the study of punning in advertising may be of practical importance in that it is likely to provide guideline

47、s for advertisers on how to employ advertising puns more skillfully．It leads us to achieve a better understanding of puns in advertising and thus enjoy the charming of them.</p><p>　　There are four parts in

48、this paper. Part One introduces the relevant theory of Cooperative Principle; Part Two introduces puns in advertisement; Part Three tries to analyze puns in advertisement from the perspective of Cooperative Principle. Pa

49、rt Four is the conclusion.</p><p>　　2. Cooperative Principle</p><p>　　2.1 The Definition of Cooperative Principle</p><p>　　Quite often a speaker can mean much more than what is said

50、 and the hearer can understand the speaker’s meaning. Oxford philosopher H.P. Grice (1975:45) believes that there must be some mechanisms governing the production and comprehension of these utterances. He argues that the

51、re is a set of assumptions guiding the conduct of conversation. In other words, we seem to follow some principle like the following: “Make your conversational contribution such as is required, at the stage at which it oc

52、cu</p><p>　　2.2 Maxims of Cooperative Principle</p><p>　　Hu Zhuanglin(1987, 191): To specify the Cooperative Principle further, Grice introduced four categories of maxims as follows: </p>

53、<p>　　2.2.1 Quantity</p><p>　　Make your contribution as informative as is required; don’t make your contribution more informative than is required.</p><p>　　2.2.2 Quality</p><p&

54、gt;　　Try to make your contribution one that is true: Don’t say what you believe to be false; don’t say that for which you lake adequate evidence.</p><p>　　2.2.3 Relation</p><p>　　Be relevant<

55、/p><p>　　2.2.4 Manner</p><p>　　Be perspicuous: Avoid obscurity of expression; avoid ambiguity; be brief; be orderly. </p><p>　　2.3 Violation of the Maxims of Cooperative Principle &l

56、t;/p><p>　　The use of terms “principle” and “maxim” doesn’t mean that everybody will follow the Cooperative Principle and its maxims all the time. People do violate the maxims and tell lies, which include the v

57、iolation of the maxim of quantity, the violation of the maxim of quality, the violation of the maxim of relation and the violation of the maxim of manner. The following provides different circumstances of the violation o

58、f Cooperative Principle and its maxims. (Hu Zhuanglin 1987)</p><p>　　2.3.1 Violation of the Maxim of Quantity</p><p>　　An example in which the maxim of quantity is violated will be:</p>&

59、lt;p>　　A: Where is X?</p><p>　　B: He’s gone to the library. He said so when he left. </p><p>　　In a sense, the first part of B’s answer is enough for A’s question. But by adding the second pa

60、rt, the speaker may implicate that he is not sure whether X has gone to the library.</p><p>　　And tautologies like Boys are boys and War is war are extreme examples in which the first Quantity Maxim is viola

61、ted. At the superficial level, they are totally uninformative. At a deeper level, they are informative. They may convey implicatures like “Boys are naughty and mischievous by nature”, “It’s no use lamenting the tragedies

62、 of war. Terrible things always happen in it. That is its nature.”</p><p>　　2.3.2 Violation of the Maxim of Quality</p><p>　　The examples Grice provides for the violation of the Quality maxim ar

63、e all traditional figures of speech like: He is made of iron. </p><p>　　That is at the level of what is said, they are false statements. No natural human being is made of iron, unless he is a robot. So this

64、sentence will not be taken literally. Instead we will interpret it as a metaphor, meaning this man has a character like iron.</p><p>　　2.3.3 Violation of the Maxim of Relation</p><p>　　As for th

65、e maxim of Relation, Grice thinks “Examples in which an implicature is achieved by real, as distinct from apparent, violation of the maxim of Relation are perhaps rare, but the following seems to be a good candidate.”<

66、;/p><p>　　A: How do you like my painting?</p><p>　　B: I’m afraid I don’t have an eye for beauty.</p><p>　　B has apparently refused to say something relevant to A’s question. He or she

67、thereby implicates that he or she doesn’t like it at all.</p><p>　　2.3.4 Violation of the Maxim of Manner</p><p>　　The following may be seen as a case in which B is being deliberately obscure, s

68、o that the children will not be able to understand what they are talking about.</p><p>　　A: Let’s get the kids something.</p><p>　　B: Okay, but I veto I-C-E-C-R-E-A-M-S.</p><p>　　Wh

69、en illustrating the violation of the ambiguity avoidance maxim, we can use this example: </p><p>　　A: Where is your mother?</p><p>　　B; She is either in her room or at the market.</p><

70、;p>　　And this sentence can be an example of the violation of brief. </p><p>　　A: Miss X sang “Home sweet home”.</p><p>　　B: Miss X produced a series of sounds that corresponded closely which

71、the score of “Home sweet home”.</p><p>　　If a reviewer has chosen B rather than A, then the prolixity implicates that Miss</p><p>　　X’s performance is so poor that the word “sing” can’t be appli

72、ed.</p><p>　　Grice didn’t give any example of disorder, which is understandable in that a disordered utterance will not convey anything but the fact that the speaker is mentally unsound.</p><p>

73、　　2.4 Conversational Implicature </p><p>　　Violations of the maxims of Cooperative Principle have given rise to the conversational implicature. According to Grice (1975:97), it refers to the extra meaning

74、 not contained in the utterance, but understandable to the listener only when he shares the speaker’s knowledge or he knows why and how he violates intentionally one of the four maxims of cooperative principle. </p>

75、;<p>　　3. Puns in Advertisement</p><p>　　3.1 Definition of pun</p><p>　　The term “pun” originates in the Latin word “paranomazein”, meaning “calling by a different name”. And it is also c

76、alled “paronomasia”. Looking at the same issue from different perspectives, we may often come up with different definitions of the thing under discussion. And, not surprisingly, pun can be thus defined in many ways.</

77、p><p>　　There is such a humorous explanation about pun: “punning – to torture one poor word ten thousand ways (John Dryden)”. </p><p>　　In Longman Dictionary of Contemporary English, pun is defined

78、 as “An amusing use of a word or phrase that has two meanings, or words with the same sound but different meanings”. </p><p>　　According to The Oxford English Dictionary, pun is defined as “the use of word i

79、n such a way as to suggest two or more meanings or different associations, or the use of two or more words of the same or nearly the same sound with different meanings, so as to produce a humorous effect”. </p>&l

80、t;p>　　In Princeton Encyclopedia of Poetry and Poetics, pun is defined as “A figure of speech depending upon a similarity of sound and a disparity of meaning”.</p><p>　　The present study has its own defini

81、tion as follows: “A pun skillfully employs phonemic or semantic conditions and deliberately makes the utterance bear a double meaning，that is，by saying one thing while meaning another, one meaning being explicit and the

82、other meaning implicit，one true and one false”.</p><p>　　3.2 Characteristics of Pun</p><p>　　When it comes to the characteristics of pun, most of people can say something about it. In my opinion

83、, first of all, one of the characteristics of pun lies in its brevity. For example, the advertisement of a supermarket is: “Meet All.” These two words contain a lot of meanings. On one hand, it means there are various ki

84、nds of thins to be chosen from in this supermarket; and on the other hand, it means the dealer will try his or her best to satisfy every customer’s needs, which contributes a lot </p><p>　　To summarize, the

85、present paper intends to propose that puns have two common characteristics：1)the utterance meaning may fall onto the different meanings of the same word or same(similar)pronunciation; 2)each pun has double contexts (黃穎 2

86、005).</p><p>　　3.2.1 Ambiguity</p><p>　　The first characteristic of a pun is that the focus of its meaning lies in its ambiguity．No matter the characteristics of pun lies in its brevity, euphemi

87、sm or lies in its humor, the speaker aims to achieve an ambiguity．In our daily communication，we try to avoid the presence of ambiguity，but as for puns we deliberately create ambiguity．That is because the essence of a pun

88、 lies in its ambiguity. A pun attracts attention because it produces ambiguity which requires more time for processing and get</p><p>　　For example, there was a man in the restaurant. “You are not eating you

89、r fish,” the waitress said to him. “Anything wrong with it?” “Long time to sea,” the man replied. “Long time to see” is a common expression between friends who have not met for a long time. The reply “Long time to sea”,

90、is the man’s ironic way to express his complaint. It implies the fish was too stale, for it had been out of the sea too long. The words “see” and “sea” are homophones. The same pronunciation /si:/ forms the ho</p>

91、<p>　　We can also find theoretical support for the ambiguity of puns．As we all know, language unit has both form and content．While there is not a one—to—one relationship between form and content，that is to say, one

92、 phonemic form does not signify one meaning，and one meaning is not represented by one language form．A pun deliberately employs phonemic or semantic conditions to express one meaning on the surface while hiding the other.

93、 </p><p>　　3.2.2 The double Context</p><p>　　Another striking characteristic is that a pun contains a double context．According to Archibald A. Hill (1964:78)，there are three elements in analyzin

94、g and composing a pun：a double context，a hinge and a trigger．A hinge is the pun itself, and a trigger refers to the intention and background that lurk behind the exploitation of puns，which is often employed when we analy

95、ze puns. Take the following as an example:</p><p>　　We must hang together, or we shall hang separately.</p><p>　　This is a famous saying by American Politician Benjamin Franklin during the Indep

96、endence War. Here the word “hang” is the hinge. It has a double context in this sentence. (a) We shall death by hanging together or separately. (b) We should be united together or we will death by hanging separately. Her

97、e the former “hang” means united while the latter means death by hanging. At the first sight of the sentence, we may interpret it according to context (a), but then we will feel confused and manages </p><p>

98、　　3.3 Types of Pun in Advertisement</p><p>　　Generally speaking，there are two kinds of puns．One is called homonyms，and the other is called homophones．The former means that a word has several meanings, wherea

99、s the latter means that several words sound the same．Both homophones and</p><p>　　homonyms can be phrases rather than single words．Actually there are various kinds of puns, but in this paper we only introduc

100、e the types of pun in advertisement, which includes puns on polysemy, puns on homonymy, puns on parody, and puns on grammar (Wen Jun 1974).</p><p>　　3.3.1 Puns on Polysemy</p><p>　　“While differ

101、ent 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

102、 as the growth and development of or change in the meaning of words.” Pun on polysemy is used widely, especially with the name of the product such as the following examples:</p><p>　　“When the wind has a bit

103、e… and you feel like a bite… then bite on a whole Nut.” 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.

104、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 se