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在英语广告中恰当地运用双关语,更容易让广告达到影响交际的目的。本文通过分析关联理论视阈中的双关语在英语广告中的渲染效果,来客观揭示广告受众对广告的认知过程,以及一语双关在英语广告中取得显著交际效果的原因之所在。
Proper use of puns in English advertisements makes it easier for ads to affect communication. By analyzing the rendering effect of puns in English advertisements in the perspective of relevance theory, this article objectively reveals the cognitive process of advertisement audiences and how the pun has significant communicative effects in English advertisements.