从关联理论角度分析中文广告中的双关语  

An Analysis of Pun in Chinese Ads Based on the Relevance Theory

作　　者：马娜 MA Na(School of Foreign Languages at Changchun University of Science and Technology,Changchun Jilin 130022,China)

机构地区：[1]长春理工大学外国语学院

出　　处：《吉林工程技术师范学院学报》2019年第10期79-80,99,共3页Journal of Jilin Engineering Normal University

摘　　要：现代社会,广告影响着人们的生活乃至整个社会。广告需要抓住并保持住观众的注意力,而双关语是抓住并保持住观众注意力的有效语言之一。从关联理论角度分析中文广告中的双关语,能够帮助人们更好地理解广告语,更好地明白广告是如何运用双关语吸引观众注意力的。Puns are often found in ads that influence people's life and even the whole society in the modern age due to their effectiveness in capturing and holding the audiences'attention.From the perspective of relevance theory,an analysis was made of the puns in the ads to gain a deep insight into the nature of puns and how they are used to attract the audiences.

关 键 词：广告语 关联理论 双关语 中文商业广告 

分 类 号：H313[语言文字—英语]