Brief Analysis about Pragmatic Function of Pun in English Advertising Based on Grice Cooperative Principle
English advertisement is characterized by the diversity of its forms and the flexibility and originality of its language usage, its lexical and syntactic levels are considered as distinguished features, advertising English is also frequently employed rhetorical vehicles which are used as decorative devices of advertisement language, English advertising rhetoric commonly used different techniques to enhance the attraction and appeal, including puns, for its simple, lively, humorous features, it is widely used in English advertising. Puns can produce humor, express the advertisers' wit, then enhance the appeal of language, and to attract people's attention; what's more, the use of punning in English advertising can better promote economic development and stimulate consumer consumption. At present, many scholars at home and abroad have studied puns in English advertising, including the pragmatic functions and translation methods in English advertising. According to Grice Cooperative principle make your conversational contribution is required at the stage at which it occurs, by the accepted purpose or direction of the talk exchange in which you are engaged. This article will analyses the pragmatic functions of puns in English advertisementsin combining advertising instances with the application of cooperative principle the paper.