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2.4 Pun on Grammar
Many advertisers use pun produced for grammar problem to attract the audiences, such as ellipsis or word with different grammar functions. If this type of pun can be used properly, it will achieve unexpected effect.
[10] “Which lager can claim to be truly German?
This can.” [16]
It is an advertisement for Lager beer. “Can” is a modal verb. But in the advertisement, a can of beer beside it reminds people “can” has another meaning—tin. Also “Lager” refers to the name of beer. With the illustration, the whole advertisement brings a humorous effect and impresses the audiences deeply.
The Coca-cola company also uses “can” to do their advertisement.
[11] “Coke refreshes you like no other can.” [17]
Just like last example, “ can ” has double meanings, so the sentence can be understand like that Coke refreshes you like no other (can; tin, drink) can (refresh you). It implies their product is the best one. Of course, people like to buy the best one.
2.5 Pun on Illustration and Words
A lot of advertisement associates with illustrations and words to achieve better effect, especially on TV, because people are more easily attracted by pictures than words. The illustrations and words can help people to understand the advertisement fully. Pun in the advertisement must be connected with illustrations and words, so people can understand the implied meanings. For instances:
[12] “50% OFF.”[18]
It is a shopwindow advertisement of E-spirit exclusive shop in Shanghai from 2001 and spring festival. The illustration is a picture with six lights, three on and three off. From the illustration, people know it does not only mean a half of the lights are off, but also means the whole sale discounts 50%. The illustration and words are vivid, and attract the passers-by’ attention more easily.
[13] “Stop at two.”[19]
It is the title of an public service advertising (PSA) which the Population and community Development Association ( PCDA) of Thailand uses to advocate the couple to have children no more than two. The illustration is the photo of Wistern Churchill who formed a “V” letter with his forefinger and middle finger. The gesture “V” means victory. So people also can understand that it is a victory to have only one child. This picture is famous, so people will remember it easily. To achieve the success of their country, people may more like to control the population.
3. Pragmatic analysis of advertisement pun
From analyses above, people can understand that a pun usually uses one word in a sentence relating to double meanings, surface meaning and implicit meanings, which is the main idea the speaker wants to convey. The advertisers like to use the double meanings to produce ambiguity. While, analyzing from pragmatic maxims, it breaches Cooperative Principle. Just look at another example:
[14]You’ll go nuts for the nuts you get in Nux.[20]
In the advertisement, “go nuts” means “go to buy nuts”, here in the advertisement, it also means “go crazy” in the daily English expression. And “Nux” is the name of the product. So it means the nuts will make you crazy if you buy them in Nux. The use of pun violates the Cooperative Principle, but what is Cooperative Principle?
3.1 Cooperative Principle
“The theory of conversational implicature was originally suggested by Herbert Paul Grice, an Oxford philosopher, who later went to America.”[21] His approximation is “We might formulate a tough general principle which participants will be expected to observe namely: Make your conversational contribution such as is required, at the stage at which it occurs, by the accepted purpose of direction of the talk exchange in which you are engaged. One might label this the COOPERATIVE PRINCIPLE.”[22] （科教作文网 zw.nseac.com整理）
“In order to explain further the cooperative principle, abbreviated as CP, Grice borrows from the German philosopher Immanuel Kant four categories: quantity, quality, relation and manner. That is, the CP is specified from four aspects. And the content of each category is known as maxim.
3.1.2 Quantity
a. Make your contribution as informative as is required (for the current purpose of the exchange)
b. Do not make your contribution more informative than is required”[23]
That is to say the quantity of the information you give must suit for the requirement, no less, no more. For instance, if you go to buy one pen, but the assistant gives you two pens, he breaches the Quantity. Because he should give one pen to you that you want.
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