廣告中雙關(guān)語(yǔ)的語(yǔ)用功能和運(yùn)用技巧

廣告中雙關(guān)語(yǔ)的語(yǔ)用功能和運(yùn)用技巧[Abstract]Inmodernsociety,advertisement’sinfluenceisuniversal.Punistoaddmoreattraction,bEingappliedasakindoffiguresofspeechinadvertisementanddeeplylovedbypeople.Punhasmanyformsofexpressionsuchaspunonpolysemy,homophone,hononymy,parody,illustrationsandwords,grammar,etc.Theadvertisersusebrand,idiom,andphrase,etc,toformpunskillfully.Fromtheaspectofpragmatics,punviolatestheCooperativePrinciplebyGrice.Peopleusuallyviolatethemaximsinfourways.Thearticleanalysespunfromthefourthwaythatthespeakermayfloutamaxim;thatis,hemayblatantlyfailtofulfillitandtoachievesomepurpose.Theproperuseofpuninadvertisementresultsintheeffectsofhumor,wit,beauty,economy,warning,andevenmakestheproductmorepetitiveandprofitable,andmakestheadvertisementsweettotheear,andpleaseboththeeyeandmind.[Keywords]advertisement;pun;pragmaticmaxims;pragmaticfunction【摘要】當(dāng)今社會(huì)，廣告作為一種競(jìng)爭(zhēng)手段無(wú)處不在，而雙關(guān)語(yǔ)是一種廣泛運(yùn)用于廣告創(chuàng)作并深受人們喜歡的修辭格。雙關(guān)語(yǔ)的表現(xiàn)形式多種多樣，可分為一詞多義雙關(guān)，同音異義雙關(guān)，諧音雙關(guān)，仿擬雙關(guān)，插圖和文字雙關(guān)，語(yǔ)法雙關(guān)等。廣告商巧妙地運(yùn)用品牌、成語(yǔ)、習(xí)語(yǔ)等構(gòu)成雙關(guān)語(yǔ)以增加宣傳效果。但從語(yǔ)用學(xué)的角度去分析雙關(guān)語(yǔ)，它違犯了Grice提出的合作原那么。合作原那么的違犯通常有四種情況，而本文主要從第四種進(jìn)展分析雙關(guān)語(yǔ)，即說(shuō)話人公然不執(zhí)行某一條準(zhǔn)那么，也就是說(shuō)話人知道自己違犯了一條準(zhǔn)那么，他還想讓聽(tīng)話人知道他違犯了一條準(zhǔn)那么。運(yùn)用恰當(dāng)?shù)碾p關(guān)語(yǔ)產(chǎn)生了幽默、幽默、經(jīng)濟(jì)和警告的作用，使人享受語(yǔ)言的美，同時(shí)幫助廠家在劇烈的競(jìng)爭(zhēng)中立于不拜之地，獲得更大收益。【關(guān)鍵詞】廣告；雙關(guān)語(yǔ)；語(yǔ)用原那么；語(yǔ)用功能1.IntroductionThefrequentandwideuseoffiguresofspeechisanimportantcharacteristicofadvertisingEnglish,whichisaneffectivewaytomaketheadvertisementattractive.Amongthefigures,punisloveddeeply.OxfordAdvancedDictionarydefinespunas“humoroususeofawordthathastwomeaningsorofdifferentwordsthatsoundthesame〞.[3]Apun(alsoknownasparonomasia)canbeunderstoodlikethatitisadeliberateconfusionofsimilar-soundingwordsofphrasesforrhetoricaleffect,whetherhumorousorserious.Itleavesadeepimpressiononreadersbyitsreadability,witandhumor.Itcansatisfytherequirementofadvertisementcharacteristics—sellingpower,memoryvalue,attentionvalue,andreadability.Sopunisverypopularinadvertisement.Thearticlejustwantstopresentthepragmaticfunctionandapplicationofpuninadvertisement.2.TypesofpuninadvertisementApunisarhetoricaldeviceinwhichpeopleusethepolysemous,orhomonymousrelationofalanguagetocauseaword,asentenceofadiscoursetoinvolvetwothingsofmeanings.Ithasseveraltypes.2.1PunonPolysemy“Whiledifferentwordsmayhavethesameofsimilarmeaning,thesameonewordmayhavemorethanonemeaning.Thisiswhatwecallpolysemy,andsuchawordiscalledpolysemicword.Historicallyspeaking,polysemycanbeunderstoodasthegrowthanddevelopmentoforchangeinthemeaningofwords.〞[4]Punonpolysemyisusedwidely,especiallywiththenameoftheproductsuchasthefollowingexamples:[1]“Fromsharpminds.esharpproducts.〞[5]TheexampleisanadvertisementfortheSharpcopier.Theword“sharp〞praisestheconsumers’brightness,butalsoreferstotheSharpproduct.Theadvertisementpraisestheconsumerswhoaresharptobuytheproductwhichissharp.Thevanityoftheaudiencesisarousedandtheywanttouseittoshowtheirwise,andalsotheybelievetheproductisreallysharp.[2]“Moneydoesn’tgrowonthetrees.Butitblossomsatourbranches.LioydBank.〞[6]ItisthesloganofLioydBank.“branch〞means“partofatreegrowingoutfromthetrunk〞,buthereitimpliesthedivisionofbank〞.ThesloganencouragespeopletostoretheirmoneyinLioydBank,andtheirmoneywillbelikethebloomingflowers,yieldingbetterfruits.Afterunderstandingitsmeaning,readerswillfigureitoutinmindthattheirmoneywillbeemoreandmoredailyanddaily,justliketheleavesinspring.2.2PunonHomonymy“Homonymyreferstothephenomenonthatwordswithdifferentmeaningshavethesameform,i.e,differentwordsareidenticalinsoundorspelling,orinboth.Whentwowordsareidenticalinsound,theyarehomophones.Whenthewordsareidenticalinspelling,theyarehomographs.Whentwowordsareidenticalinbothspellingandsound,theyarepletehomonyms.〞[7]Thefollowinstanceswillexplainthat:[3]“‘VIPs’anatomicalfort.VariableImpactPressureSole〞[8]Theadvertisementofsportshoesusesthehomophonicword“VIPs〞.Asweknow,VIPusuallystandsfor“veryimportantpersons〞,while,here,itstandsfor“VariableImpactPressureSole〞.ItimpliesifyouuseVIPs,youwillbeaVIP.Theword“VIPs’motivatestheaudiences’vanityandinducesthemtobuytheproduct.〞[9]Itisanadvertisementforaudiphone.Theliteralmeaningisthattheproducthasexperiencedalotoftexts.While“ears〞and“years〞areapairofhomophone.Soitimpliesthattheproducthasalonghistoryandhashighquality.[5]“GoodbuyWinter!100%cottonknitwear$40〞[10]Itisanadvertisementforthesaleofwinterclothes.Theadvertisementseemstopeoplethatitsagoodandcheaptobuycottonknitwear.Butwhentheaudiencesread“goodbuywinter〞together,theywillunderstandthegooduseofpun.“Goodbuywinter〞soundsthesameas“goodbyewinter〞.Theadvertisementusehomophonetoshowtwomeanings:itisagoodbusinesstobuythecottonknitwearnow,andwinterhaspassedaway.Naturally,peoplewillassociatethesituationhappeningeveryyearthatwhentheysaygoodbyetowinter,theclotheswillhaveagreatdiscountanditisgoodtimetobuythem.[6]“Moresunandairforyoursunandheir.〞[11]Theadvertisementisforabathingbeach.Theadvertiseruseshomophoneskilfully,sunvs.son,andairvs.heir.Theadvertiserencouragespeopletobringtheirsonandheirtothebathingbeachtogetsunandairtokeepfit.Eachcouplehopestheirsonandheirwillbehealthyalltheirlife.Punmakestheadvertisinglanguagesoundsweet,fluentandpersuasive.2.3PunonParody“Parodyisapieceofspeech,writingofmusicthatimitatesthestyleofanauthor,poser,etcinanamusingandoftenexaggerateway.〞[12]Punonparodyusestheoutfitofsaying,apothegm,proverboridiomtoformnewmeanings.Englishhasalotofwell-knownphrases,idiomsandsayings.TheyareimportantpartofeverydaylanguagespokenbytheEnglishspeakers,andhavebeeoneoftheaspectsoftheEnglishculture.Theadvertisementdesignersaresharp-mindedandimaginative.Theychangeapartoftheexpressionsandputtheirideasintothemtoachievesensationaleffect.Andmostofthemachievearemarkablesuccess.Thetransformationsarenotonlyeyecatching,butalsoeasytobeacceptedbythemon,whowilldoaccordingtothetradition.Asthesayingsofidiomshavebeenonepartofthetradition,thepeoplewillbeeasilypersuadedbytheadvertisementworksofthiskind.Sopunonparodyispopularinadvertisement.[7]“AMarsadayhelpsyouwork,restandplay.〞[13]ItisthesloganofMarschocolatepany.Lookingatthisadvertisement,peoplewillassociateitwithtwoidioms:“Anappleadaykeepsthedoctoraway〞and“AllworkandnoplaymakesJackadullboy〞.Fromthemeaningsofthetwoidioms,thewatchwordtellspeoplethataMars’chocolateadaywillmakeyounotbeadullboy(makeyouwise)andkeepthedoctoraway(keepfit).[8]“Tryoursweetcorn,you’llsmilefromeartoear.〞[14]Itistakenfromtheadvertisementforakindofsweetcorn.Theword“ear〞hasdoublemeanings:theorganofhearingandtheseed_x0013_bearingpartofacereal.Teidiom“fromeartoear〞alsoisapun.Onemeaningisthatpeoplearesatisfiedwiththeproduct.Theotheroneisthattheconsumerseatoneearbyanother.Sotheadvertisementimpliesthatthesweetcornisverydelicious,andyouwillenjoyitandeatingonebyone.Howcanpeoplerefusesuchdeliciousfood?[9]“Alliswellthatendswell.〞[15]Thisisanidiom,buthere,itistakenfromanadvertisementofacigarette.“End〞,asaverb,means“finish〞,while,asanoun,means“cigarettebutt〞.Thesentencemeansthatifthecigaretteendsaregoodthatthecigaretteisgood.2.4PunonGrammarManyadvertisersusepunproducedforgrammarproblemtoattracttheaudiences,suchasellipsisorwordwithdifferentgrammarfunctions.Ifthistypeofpuncanbeusedproperly,itwillachieveunexpectedeffect.[10]“WhichlagercanclaimtobetrulyGerman?Thiscan.〞[16]ItisanadvertisementforLagerbeer.“Can〞isamodalverb.Butintheadvertisement,acanofbeerbesideitremindspeople“can〞hasanothermeaning—tin.Also“Lager〞r(shí)eferstothenameofbeer.Withtheillustration,thewholeadvertisementbringsahumorouseffectandimpressestheaudiencesdeeply.TheCoca-colapanyalsouses“can〞todotheiradvertisement.[11]“Cokerefreshesyoulikenoothercan.〞[17]Justlikelastexample,“can〞hasdoublemeanings,sothesentencecanbeunderstandlikethatCokerefreshesyoulikenoother(can;tin,drink)can(refreshyou).Itimpliestheirproductisthebestone.Ofcourse,peopleliketobuythebestone.2.5PunonIllustrationandWordsAlotofadvertisementassociateswithillustrationsandwordstoachievebettereffect,especiallyonTV,becausepeoplearemoreeasilyattractedbypicturesthanwords.Theillustrationsandwordscanhelppeopletounderstandtheadvertisementfully.Punintheadvertisementmustbeconnectedwithillustrationsandwords,sopeoplecanunderstandtheimpliedmeanings.Forinstances:[12]“50%OFF.〞[18]ItisashopwindowadvertisementofE-spiritexclusiveshopinShanghaifrom2001andspringfestival.Theillustrationisapicturewithsixlights,threeonandthreeoff.Fromtheillustration,peopleknowitdoesnotonlymeanahalfofthelightsareoff,butalsomeansthewholesalediscounts50%.Theillustrationandwordsarevivid,andattractthepassers-by’attentionmoreeasily.[13]“Stopattwo.〞[19]Itisthetitleofanpublicserviceadvertising(PSA)whichthePopulationandmunityDevelopmentAssociation(PCDA)ofThailandusestoadvocatethecoupletohavechildrennomorethantwo.TheillustrationisthephotoofWisternChurchillwhoformeda“V〞letterwithhisforefingerandmiddlefinger.Thegesture“V〞meansvictory.Sopeoplealsocanunderstandthatitisavictorytohaveonlyonechild.Thispictureisfamous,sopeoplewillrememberiteasily.Toachievethesuccessoftheircountry,peoplemaymoreliketocontrolthepopulation.3.PragmaticanalysisofadvertisementpunFromanalysesabove,peoplecanunderstandthatapunusuallyusesonewordinasentencerelatingtodoublemeanings,surfacemeaningandimplicitmeanings,whichisthemainideathespeakerwantstoconvey.Theadvertisersliketousethedoublemeaningstoproduceambiguity.While,analyzingfrompragmaticmaxims,itbreachesCooperativePrinciple.Justlookatanotherexample:Intheadvertisement,“gonuts〞means“gotobuynuts〞,hereintheadvertisement,italsomeans“gocrazy〞inthedailyEnglishexpression.And“Nux〞isthenameoftheproduct.SoitmeansthenutswillmakeyoucrazyifyoubuytheminNux.TheuseofpunviolatestheCooperativePrinciple,butwhatisCooperativePrinciple?3.1CooperativePrinciple“Inordertoexplainfurtherthecooperativeprinciple,abbreviatedasCP,GriceborrowsfromtheGermanphilosopherImmanuelKantfourcategories:quantity,quality,relationandmanner.Thatis,theCPisspecifiedfromfouraspects.Andthecontentofeachcategoryisknownasmaxim.a.Makeyourcontributionasinformativeasisrequired(forthecurrentpurposeoftheexchange)b.Donotmakeyourcontributionmoreinformativethanisrequired〞[23]Thatistosaythequantityoftheinformationyougivemustsuitfortherequirement,noless,nomore.Forinstance,ifyougotobuyonepen,buttheassistantgivesyoutwopens,hebreachestheQuantity.Becauseheshouldgiveonepentoyouthatyouwant.a.Donotsaywhatyoubelievetobefalseb.Donotsaythatforwhichyoulackadequateevidence〞[24]Itmeansthatthespeakercan’ttellliesbutonlycansaythatwhichhasbeenprovedtoberightfact.However,ifthespeakerthinkswhathesaysisright,butinfactitisfalse,hestillobeystheprinciple.Giveyouanexample,ifsomeoneasksyoutogoshoppingwithhim,butyoudon’tliketo,soyoutellhimthatyouhaveameetingtonight.Atthistime,youviolateQuality,foryouhavetoldliestoyourfriend.Thatmeanswhatyousaymustberelevant.Forexample,whenyouarehungry,youdon’texpectyoupartnergivingyouabook,butacake,becausecakeisrelevanttoyourfeelingatthissituation.3.1.4“Mannera.Avoidobscurityofexpressionb.Avoidambiguityc.Bebrief(avoidunnecessaryprolixity)c.Beorderly〞[26]Themaximrequiresthewordsspeakerusedmustbeconciseandwithoutambiguity.Forinstance:[15]A:WillyougotoXiamentomorrow?B:Maybe.Inthecase,BviolatesManner,becausehisanswerisambiguous.Astillcan’tgettheanswerhewants.AftertheexplanationofCP,abetterunderstandingwillbemadebyreadersonaboveexamples,whichhaveviolatedtheCP.ButwhydotheadvertisersliketousepuntoviolatetheMaximsdeliberately?TheanswercanalsobegivenbyGrice.3.2ViolationofthemaximsGricethoughtonlybothspeakerandlistenerobeytheprinciple,couldthEirintercoursebeconcordantandharmonic.Whilehealsonoticedthatpeopledidn’talwaysobeytheprincipleinsocialactivity,onthecontrary,theybreacheditintentionally.SoGricegivesfourwaystoexplainthefailuretofulfillamaxim.“Firstly,hemayquietlyandunostentatiouslyVIOLATEamaxim;ifso,insomecaseshewillbeliabletomislead.〞Itmeansyouareintentionaltoviolatethemaxim.[27]Forexample:Ifsomeoneinvitesyoutojoininaparty,butyoudon’tliketo.Avoidingoffencetohim,youmaysay,“sorry,IhavepromisedJimtogoshopping〞.Atthistime,youknowyoutelllies,butyouhaveto.“Secondly,hemayOPTOUTfromtheoperationbothofthemaximandtheCP;hemaysay,indicate,orallowittobeeplainthatheisunwillingtocooperateinthewaythemaximrequires.Hemaysay,forexample,Icannotsaymore;mylipsaresealed.Thirdly,hemaybefacedbyaCLASH:hemaybeunable,forexample,tofulfillthefirstmaximofQuality(Beasinformativeasisrequired)withoutviolatingthesecondmaximofQuality(haveadequateevidenceforwhatyousay).〞[28]Forexample:[16]A:WheredoesXlive?B:Somewhereinthesuburbsofthecity.TheanswerofBbreachestheQuantity,becauseheprovideslessinformationthatAwantstoknow.ButifBreallydoesn’tknowwhereXlives,heobeystheQualitythatdonotsaywhatyoulackadequateevidence;ifBknowstheaddressofB,yethedoesnotwanttotellA,thenheimplicatesthathedoesn’twanttotellA.“Fourthly,hemayFLOUTamaxim;thatis,hemayBLATANTLYfailtofulfillit.Ontheassumptionthatthespeakerisabletofulfillthemaximandtodosowithoutviolatinganothermaxim(becauseofaclash),isnotoptingout,andisnot,inviewoftheblatancyofhisperformance,tryingtomislead,thehearerfacedwithaminorproblem;HowcanhissayingwhathedidsaybereconciledwiththesuppositionthatheisobservingtheoverallCP?Thissituationisonethatcharacteristicallygivesrisetoaconversationalimplicature;andwhenaconversationalimplicatureisgeneratedinthisway,IsaythatamaximisbEIngEXPLOITED.〞[29]Giveanexample:[17]A:WhereisMary?B:ThereisabluecaroutsideBill’shouse.Intheconversation,BbreachesQuantity,butifAassumesthatBiswillingtocooperatewithhim,hewilltrytorelatehisquestiontoB’sanswer.BasingontheirmonsensethatMaryhasabluecar,andthenhewillunderstandthatBistellinghimthatMaryisatBill’shouse.Inadvertisement,theadvertiserviolatesthecooperativeprincipleinthefourthwaytoattainacertainpurpose,thusmakingtheutteranceproduceambiguity.Althoughtheadvertisementdisobeystheprinciple,butitcanarousetheaudiencescuriosityandinducethemtobuytheproductandatlastachieveabettereffect.Lookatsomeadvertisements:[18]“YoucanbuyHappiness.〞[30]Itisthesloganofashampooadvertisement.TheadvertisementbreachestheMannerMaxim—avoidambiguity,forhappinesshasdoublemeaningshere:“delight〞and“thenameoftheproduct〞.ItwantstoexpressthemeaningthatifyoubuyHappiness,youwillattainhappiness.AlthoughitbreachestheCooperativePrinciple,itimpressestheaudiencesdeeplyandarousestheirinteresttohaveatry.[19]“Inourcountrywekeepanimalsintheforestandpeopleinthecages.〞[31]ItistheadvertisementforVolvoCarpany.Fromthead,peoplemaygiveanassumptionthattheykeepanimalsintheforestwhileshutthemselvesinthecages.Buttothemonsense,thephenomenonisimpossible.SotheadvertisementbreachestheQualitythatyouonlycansaywhatyouthinkisright.Butthroughthecontextoftheadvertisement,theaudiencescanunderstandthecagesrefertoVolvocar,andfinallyknowthemeaningoftheadvertisementthattheVolvopanyaimsatproducingmoreandbettercarsforpeople.[20]“TheUniqueSpiritofCanada:webottledit.Righttothefinish,itsCanadianspiritstandsoutfromtheordinary.Whatkeepstheflavoring.Superlightness.Suppertaste.Ifthat’swhereyou’dliketohead,setyourcourseforLordCalvertCanadian.〞[32]TheexampleistakenfromtheadvertisementofLordCalvertCanadian.Atthefirstsightoftheadvertisement,peoplewouldbedrawn,fortheywonderwhat’stheuniquespiritofCanada.Afterthinking,theywouldfind“Tobottlethespirit〞hastwomeaningshere:oneistobottletheliquor;theotheristoputtheCanadianspiritintothisliquor.TheadvertisementbreachesMannerMaximbutarousespeople’scuriosity.Punintheadvertisementhasagreatfunction.4.ThepragmaticfunctionofpuninadvertisementPunhasalotofadvantagessuchasconciseness,witandhumor,noveltyandvividness.Itproducesaparticularlyrhetoricalandpragmaticeffectwhenpeopleusethelanguagecreativelyinaspecifiedcontext.Theproperusecanmaketheadvertisementimpressiveandattractive.4.1WitandhumorPun,thegameofword,produceswitandhumoreffecttoattracttheaudiences’attentionandinspirestheirassociation.Intheageofrapidrhythm,advertisementwithpunlikeaspicemakespeopleenjoythemselvesintheadvertisingatmosphere,andreducestheirpressureinarelaxedenvironment.[21]“Whenthewindhasabite…andyoufeellikeabite…thenbiteonawholeNut.〞[33]Theword“bite〞hasseveralmeanings:grip,food,andeat.Thewholesentencemeansthatwhenthestrongwindhurtsyouandyouareveryhungry,justeatsomeNut.Afterdayworking,peoplewouldfeeltiredandhungry,whiletheadvertisementisjustthesituationofthem.Therefore,theywouldbeattractedtobuytheproduct,sotheywillnotsufferhungerafterwork.Also,thesentencesoundsliketonguetwist.[22]“ExcellentTaste!〞[34]Itisawordinanadvertisementforawhiskeyproduct—Jamson.Intheadvertisement,whentheherodranktheJamsonwhiskeythattheheroineintroducedtohim,hesaid,“ExcellentTaste〞.Generallyspeaking,“taste〞means“favor〞,buthere,anothermeaningis“theabilitytoappreciatewhatisbeautiful〞.Sotheadvertisementmeans:thiskindfwhiskeyasgoodflavor;theheroinehashighappreciation.Theadvertiserusespuntopraiseboththeproductandtheconsumerswhochoosetheirproduct.Itcatersforpeople’vanityandinducesthemtobuytheproduct.4.2CreativenessandoriginalityThisistypicalofadvertisinglanguage.Anadvertisementhasahighdemandofdictioneverywordplayinganimportantrole.Ifhumanemotionshavetobeinspired,thewords,stronginexpressingemotions,willbechosen.Inadvertisement,originalityisking.Anewwayofsendingmessagecansetabrandapartfromcopycatsandalso-rans.Soitisimportanttousesomethingnovelsuchascoinageintheadvertisementtodrawpeople’attention.Normally,anewcreatedwordacceptedbyreaderscanenhancethefreshnessandattractionoftheadvertisement.Goodadvertisersusecoinagetorefreshtheadvertisementandtoachieveitspropagandistpurpose.[23]“CabFourward.〞[35]ItisanadvertisementtitleofRamCarproducedbyDoqipany.Theword“fourward〞soundslike“forward〞.Connectingitwiththepictureintheadvertisement,peoplewouldknowwhyituses‘fourward〞.Becausethefourdoorsofthiskindofcarcouldbeopenedfromfourdirections.Theadvertisercreatestheword“fourward〞from“forward〞toshowthespecialityofthecar.[24]“CatchtheRaincheetahandcheattherain.〞[36]ItisanadvertisementinTorontoDailyStar.Thepunnyword“Raincheetah〞,thenameoftheraincoat,soundslike“raincheater〞whiletheword“raincheater〞derivesfrom“windcheater〞.Theword“cheat〞inthesentencemakesitwonderfulandletpeoplefeelthatthiskindofraincoatcanprotecttheconsumerswell.Pungivespeopleimpressionofnoveltyandinterest.4.3Satisfyingpeople’srequirementofbeautyAgoodadvertisementisatextfromwhichpeoplecanappreciatetheartoflanguage,especiallyadvertisementusingpun.Puninadvertisementisorderlyandantitheticthatmakespeoplefeeltheaestheticmodalityoflanguage.Thecharactersofpun,suchasvividness,witandhumor,pleasurepeople’sspiritandletthemenjoythebeautyoflanguage.Forinstance:[25]“Giveyourhairatouchofspring.〞[37]Itisanadvertisementforshampoo.Theword“spring〞hereisveryvividandlikeapictureinpeople’mind:afterusingtheshampoo,thelonghairbeeselasticandshining.Whenyoustandthere,yourhairwillgowithwind.Everyonelikesbeauty,sotheadvertisementcatersforpeople’desireandinducesthemtobuytheproducttomakethemmorebeautiful.4.4Satisfyingtherequirementofsociety--EconomyWiththerapiddevelopmentofthesociety,peoplebeebusierandbusier,sotheyrequireshortandeasyrememberedadvertisementtosupplythemessagetheywant.Buthowtoimpresstheaudiencesisaquestion.Theanswerisusingpun.Butwhyispunespeciallyfavoredbytheadvertiser?Themainreasonsasfollowing:“Firstly,advertisementispaidmessage,withlimitedspaceandtime,soitdoesn’tallowverbiagetowastetheinvestment.Punwithdoublemeaninghasthecharacteristicofsmallcarrierbutplentyofconnotations.Soitisveryeconomic,effectiveandmoney-savingtotheadvertiser.Secondly,inmodernsociety,peoplepaymoreandmoreattentiontoeffect,andgettiredofthetediousadvertisement.Thepuninadvertisementisusuallyformedbyshortsentences.Someusethenameoftheproductasthethemeoftheadvertisement.Someuseexcellentphrasestoshowthespecialtiesoftheproduct.Totheaudiences,itsavestheirtimetogettheinformationtheywant.Thirdly,usually,theaudiencesreadorwatchadvertisementunintentionallyandonlycanremembersomethingunconsciously.So,toachieveexpectedpropagandisteffect,theadvertisementmustreducethememorymessage.Punissuitablefortherequirement.Thecontentisshort,theformrhythmic,andthestylenovel,whichareeasilyrememberedandimpressedpeopledeeply.〞[38]Inaword,punusesfewerwordstoexpressfullmessagewhichisthecontentofEconomyPrinciple,anditusuallyreachesthepurposeofadvertisementthatisarouseconsumers’attentiontoamodityandinducethemtouseit.Forinstance:[26]“Twobeerornottwobeer,that’saquestion.----Shakesbeer〞[39]Lookingatthebeeradvertisement,peoplewouldassociateitwiththeproverb“Tobeorknottobe,that’saquestion〞inHamlet.Shakesbeeristhenameofthebeer,butitsoundslike“Shakespeare〞whoisknownnearlyallovertheworld,soitiseasyforpeopletoremembertheShakesbeer.AndthewordsaidbyHamletisalsoveryfamous,especiallyinwesterncountry.Thesentenceisshortandthepatternisfamous,sopeoplewillremembertheproductnaturally.[27]“Gowell,GoShell.〞[40]ItisanadvertisementforShellOilpany.“Well〞soundslike“where〞,soitimpliesthatgotoShellpanytobuyoil.Onlyfourwordsareusedintheadvertisement,butexpressthemeaningfullyandimpresspeopledeeply.Imaginethatoneday,whenyoudriveyourcar,suddenly,theoilisrunout.Soyouarewonderingwheretogo,then,ofcourse,youwillrememberthewords“Gowell,goShell〞.SoyouwillgotoShellatonce.Theslogansimpresstheaudiencesdeeplyandpersuadethemtobuytheproductinvisibly.[28]“MakeTimeForTime.〞[41]ItisanadvertisementforTimemagazine.Theadvertisementusesthepunonhomonymyoftheword“time〞torefertwomeanings:monsenseoftime,andthenameofhemagazine.TheadvertisementmeansthatreadTimemagazinetoseizetime.Inthesocietyfullofpetition,timeisimportantandmagazinesalsoplayanimportantrolewhichpeoplehavetoreadtobroadentheirview.WhileTimemagazinewillnotonlybroadenview,butalsosaveyourtime.Itsatisfiespeople’srequirement.4.5ImplyingWarningSomeadvertisementsimplywarming.Puncanmakethewarmingvividandeffectivesothatpeoplecanpayattentiontoit.Forinstances:[29]“Betterlatethanthelate.〞[42]Itisapublicserviceadvertisingoftraffic.Itderivesfromtheproverb“Betterlatethannever〞.Inthesentence,“thelate〞means〞thedead〞,anditremindsthedriverstodriveslowlyandcarefully.Theadvertisementwithpunherehasmorepowerfultopersuadethedriverstocaretheirsecurity.Anotherexample:[30]“Thedriverissaferwhentheroadisdry;Theroadissaferwhenthedriverisdry.〞[43]Itisalsoanadvertisementforsafedriving.Theexcellentwordis“dry〞whichhasdoublemeanings:withoutwaterandwithoutdrinking.Itexpressesiftheroadisdryandthedriverdoesn’tdrink,alldriverswillbesafer.Theantithesesandthymeofthesentencehasmorepowerfultowarmpeople.4.6.MakingtheproductmoreprofitableandpetitiveThespecialityofpunisusefulinadvertisement,andfavoredbypeople.Ifaadvertisercanmakefulluseofittosatisfypeople’srequirement,theproductmayprecedeothersandgainthemarket.[31]“Adealwithusmeansagooddealtoyou.〞[44]Her