第一篇：鋼琴伴奏在歌曲中的技巧研究

鋼琴伴奏在歌曲中的技巧研究

【摘 要】在藝術(shù)歌曲演奏過(guò)程中，一般需要鋼琴伴奏，這樣可以體現(xiàn)出更豐富的內(nèi)涵，并發(fā)揮獨(dú)特的作用。根據(jù)實(shí)際經(jīng)驗(yàn)可知，鋼琴伴奏對(duì)聲樂(lè)旋律的烘托有重要的意義，且有利于塑造歌曲的意境?c氛圍，對(duì)表達(dá)音樂(lè)的深層意境有重要作用。此外鋼琴伴奏也可以提高音樂(lè)的詩(shī)性表現(xiàn)，為了發(fā)揮鋼琴伴奏在這方面的作用，需要熟練掌握相關(guān)的演奏技法。本文以此為背景，對(duì)鋼琴伴奏在歌曲中的技巧做了深入研究。

【關(guān)鍵詞】鋼琴伴奏；歌曲；技巧；研究

中圖分類號(hào)：J624.1 文獻(xiàn)標(biāo)志碼：A 文章編號(hào)：1007-0125（2017）04-0106-01

眾所周知，歌曲是人聲與樂(lè)器合二為一的聲樂(lè)體裁，其是一類特殊的歌曲類型，相應(yīng)的演唱與伴奏也有其自身特點(diǎn)。在歌曲演奏過(guò)程中，一般需要鋼琴伴奏，這樣可以體現(xiàn)出更豐富的內(nèi)涵，并發(fā)揮獨(dú)特的作用。根據(jù)實(shí)際經(jīng)驗(yàn)可知，鋼琴伴奏對(duì)聲樂(lè)旋律的烘托有重要的意義，且有利于塑造歌曲的意境與氛圍，對(duì)表達(dá)音樂(lè)的深層意境有重要作用。此外鋼琴伴奏也可以提高音樂(lè)的詩(shī)性表現(xiàn)，為了發(fā)揮其在這方面的作用，就需要熟練掌握相關(guān)的演奏技法，以下對(duì)此進(jìn)行具體論述。

一、歌曲與鋼琴伴奏的發(fā)展

聲樂(lè)與鋼琴相結(jié)合的獨(dú)唱歌曲很早就已經(jīng)產(chǎn)生，不過(guò)此類歌曲主要以演唱為主，鋼琴在其中只是起到簡(jiǎn)單的襯托作用。經(jīng)過(guò)一段時(shí)間的發(fā)展，獨(dú)唱歌曲開(kāi)始演變?yōu)橄鄬?duì)獨(dú)立和完整的藝術(shù)歌曲，鋼琴伴奏在其中的意義已經(jīng)明顯表現(xiàn)出來(lái)。[1]在進(jìn)行歌曲創(chuàng)作時(shí)，一般將鋼琴伴奏作為藝術(shù)整體的組成部分，并具體設(shè)計(jì)出詩(shī)的風(fēng)格、品格、情感和旋律之后，考慮到樂(lè)曲背景的相關(guān)特點(diǎn)，來(lái)設(shè)計(jì)合適的鋼琴伴奏織體。然后通過(guò)作曲家對(duì)各種織體素材進(jìn)行加工處理，在此基礎(chǔ)上將鋼琴伴奏與整個(gè)詩(shī)詞和聲樂(lè)旋律通過(guò)一定形式良好組合起來(lái)，以便發(fā)揮出歌曲鋼琴伴奏的良好效果。

二、鋼琴伴奏在歌曲中的技巧

（一）了解作品的風(fēng)格。根據(jù)實(shí)際經(jīng)驗(yàn)可知，作品的風(fēng)格和時(shí)代特征有著密切關(guān)系，如很多古典歌曲在音樂(lè)創(chuàng)作上和宗教密切相關(guān)，表現(xiàn)出和諧、優(yōu)美的特征，這和宗教信念以及創(chuàng)作者的情感體驗(yàn)有著密切聯(lián)系。因此，彈奏這類歌曲時(shí)，手掌要保持平穩(wěn)，且一般慎用踏板，并對(duì)聲部的層次感進(jìn)行良好控制。

浪漫主義時(shí)期的歌曲則出現(xiàn)了明顯的變化，音樂(lè)創(chuàng)作對(duì)人性本質(zhì)的追求較為強(qiáng)烈，且要求伴奏者有很豐富的感情，并在伴奏中流露出來(lái)。這是由于有很多曲子都重視內(nèi)心的情感，此類音樂(lè)的抒情性、戲劇性都有了顯著的增加。[2]彈奏這類歌曲時(shí)，應(yīng)該注意內(nèi)心情感的流露，且合理控制和聲、力度相關(guān)的變化，更多使用踏板，且保持連奏。這類音樂(lè)存在明顯的地域特征，比如日爾曼民族一般表現(xiàn)出堅(jiān)強(qiáng)嚴(yán)謹(jǐn)?shù)奶卣?；吉普賽民族主要體現(xiàn)熱情、開(kāi)放的特征。

作曲家的經(jīng)歷和個(gè)性也對(duì)作品風(fēng)格有明顯的影響，不同類型的作曲家，在題材選擇、塑造音樂(lè)形象和創(chuàng)作特點(diǎn)等方面都存在一定差異。與此同時(shí)，考慮到伴奏對(duì)象的特點(diǎn)，可以適當(dāng)根據(jù)演唱者的歌唱進(jìn)度來(lái)同步進(jìn)行伴奏，達(dá)到最好的伴奏效果。

演奏者在伴奏過(guò)程中，應(yīng)該對(duì)觸鍵、音色等相關(guān)因素進(jìn)行合理控制，以便提高伴奏效果，并體現(xiàn)出差異，為二者的配合打下良好基礎(chǔ)。

（二）理解作品的內(nèi)涵。可以從歌詞中獲知其內(nèi)涵，不過(guò)為了進(jìn)一步明確歌曲的思想內(nèi)涵，還需要了解其產(chǎn)生的背景、創(chuàng)作意圖等情況。這樣才能全面掌握演唱者的風(fēng)格，和其完美配合，表達(dá)出作曲的真情實(shí)感。

伴奏時(shí)，首先注意鋼琴的彈奏音色，并依據(jù)作曲特點(diǎn)進(jìn)行相應(yīng)調(diào)整。其次，對(duì)演唱者進(jìn)行相關(guān)音準(zhǔn)、節(jié)奏方面的指導(dǎo)，以便更好地烘托其音樂(lè)表現(xiàn)，使二者完美結(jié)合起來(lái)。第三，為演唱者揚(yáng)長(zhǎng)避短，考慮到演唱者的特點(diǎn)而進(jìn)行相應(yīng)的二度創(chuàng)作，并根據(jù)其歌唱進(jìn)度，保持一定的同步性，達(dá)到最好的伴奏效果。最后，要具有舞臺(tái)演出的應(yīng)變能力，也就是在具體表演過(guò)程中，應(yīng)該將“歌”與“琴”良好結(jié)合起來(lái)，達(dá)到合二為一的效果。

（三）扎實(shí)的鋼琴演奏基礎(chǔ)。一方面是鋼琴演奏能力。這對(duì)鋼琴伴奏者提出了很高的要求，對(duì)一些復(fù)雜的曲子而言，相應(yīng)的伴奏難度更大。[3]如舒伯特作品《魔王》，對(duì)伴奏者的伴奏技巧要求很高，在伴奏過(guò)程中，其右手持續(xù)快速進(jìn)行八度帶和弦的演奏，同時(shí)手指進(jìn)行良好的切換。演奏者還要具有良好的協(xié)作能力，熟悉演唱者的相關(guān)情況，以便在伴奏過(guò)程中，和演唱者默契配合。對(duì)一些復(fù)調(diào)類曲子而言，此方面的要求更高，這就要求演奏者有很好的傾聽(tīng)能力，并根據(jù)實(shí)際情況進(jìn)行快速應(yīng)變。如歌曲《假如你愛(ài)我》就有多處需要通過(guò)副旋律進(jìn)行演奏，這就需要演奏者具有較高的多聲部聽(tīng)覺(jué)能力，與演唱者進(jìn)行情感溝通，并完美配合，充分體現(xiàn)出原曲的意境和情感。

參考文獻(xiàn)：

[1]涂茜.理查?施特勞斯歌曲鋼琴伴奏的和聲藝術(shù)特征[J].中國(guó)音樂(lè)學(xué)，2007，（4）：128-131.[2]岳李.中國(guó)藝術(shù)歌曲的演唱與鋼琴伴奏的關(guān)系及其啟示[J].藝術(shù)百家，2014，30（3）：230-231.[3]劉超，黃春玲.論鋼琴伴奏與歌曲演唱的合作關(guān)系[J].電影文學(xué)，2007，（20）：114-115.作者簡(jiǎn)介：

儲(chǔ)濟(jì)洲（1994-），男，漢族，安徽省岳西縣人，池州學(xué)院音樂(lè)與教育學(xué)院13級(jí)音樂(lè)學(xué)專業(yè)本科在讀。研究方向：鋼琴。

第二篇：鋼琴伴奏在初中音樂(lè)歌唱教學(xué)中的作用研究

鋼琴伴奏在初中音樂(lè)歌唱教學(xué)中的作用研究

摘 要：隨著近年來(lái)我國(guó)的教學(xué)發(fā)展速度加快，素質(zhì)教育也得到了深入發(fā)展，當(dāng)前階段中，鋼琴已經(jīng)成為了初中音樂(lè)教學(xué)當(dāng)中必不可少的重要組成部分。初中音樂(lè)歌唱教學(xué)中的鋼琴伴奏有著一定的靈活性和多變性，對(duì)于學(xué)生的素質(zhì)全面發(fā)展有著積極意義。本文主要對(duì)鋼琴伴奏在初中音樂(lè)歌唱教學(xué)中的作用進(jìn)行了分析，希望為初中的音樂(lè)教學(xué)開(kāi)展提供有益參考。

關(guān)鍵詞：鋼琴伴奏 初中音樂(lè) 歌唱教學(xué) 作用

鋼琴伴奏是現(xiàn)代音樂(lè)教學(xué)當(dāng)中的重要工具和手段，并且在一定程度上能得到學(xué)生的喜愛(ài)。音樂(lè)教師一定要能熟練的掌握鋼琴的演奏技巧，并且能根據(jù)學(xué)生實(shí)際情況進(jìn)行合理安排，從而讓鋼琴伴奏在歌唱教學(xué)當(dāng)中發(fā)揮出更高的價(jià)值。現(xiàn)將對(duì)鋼琴伴奏在初中音樂(lè)歌唱教學(xué)中的作用進(jìn)行詳細(xì)的討論和分析。

一、鋼琴伴奏在初中音樂(lè)歌唱教學(xué)中作用研究的意義

當(dāng)前階段在初中的音樂(lè)教學(xué)當(dāng)中，鋼琴伴奏已經(jīng)不僅僅是在具體的教學(xué)當(dāng)中被使用，而是在更多的娛樂(lè)活動(dòng)當(dāng)中也得到了廣泛應(yīng)用，并成為了一種必不可少的伴奏工具。但很多的教師由于自身基礎(chǔ)能力差，甚至沒(méi)有接受過(guò)專業(yè)的鋼琴訓(xùn)練，因此在伴奏上會(huì)出現(xiàn)一些問(wèn)題，例如音準(zhǔn)問(wèn)題和伴奏方法等方面的問(wèn)題。這種問(wèn)題的發(fā)生將導(dǎo)致教學(xué)任務(wù)難以更好的完成，并且也在一定程度上減少了伴奏的類型。作為一名音樂(lè)教師，在唱歌的過(guò)程中絕對(duì)不能忽視了學(xué)生的伴奏的作用，一旦對(duì)此有所忽視，就會(huì)導(dǎo)致學(xué)生的情緒難以烘托，并且表演也將顯得蒼白無(wú)力，影響整體效果。因此，在這樣的背景下需要對(duì)鋼琴伴奏在中學(xué)音樂(lè)歌唱教學(xué)中的重要性進(jìn)行進(jìn)一步的研究。

二、鋼琴伴奏在初中音樂(lè)歌唱教學(xué)中的作用

（一）引導(dǎo)學(xué)生深入音樂(lè)作品

在中學(xué)的音樂(lè)教學(xué)當(dāng)中，教師將大部分時(shí)間放在了讓學(xué)生演唱音樂(lè)作品上，對(duì)于初中的音樂(lè)教學(xué)來(lái)說(shuō)，教師需要具有一定的鋼琴演奏基礎(chǔ)能力，能以鋼琴來(lái)調(diào)動(dòng)學(xué)生的積極性，從而促使學(xué)生在教學(xué)當(dāng)中更加的積極，創(chuàng)造出輕松愉快的教學(xué)氛圍。例如在進(jìn)行《一二三四》的學(xué)習(xí)過(guò)程中，教師要想讓教學(xué)當(dāng)中鋼琴伴奏更加的靈活化，那么教師則可以利用音樂(lè)方式為學(xué)生創(chuàng)造出相應(yīng)的教學(xué)情境，讓學(xué)生感受到逼真的軍旅情境，從而讓學(xué)生在學(xué)習(xí)的過(guò)程中能有身臨其境的感受。同時(shí)在教學(xué)當(dāng)中教師可以根據(jù)不同的教學(xué)目標(biāo)來(lái)進(jìn)行教學(xué)內(nèi)容的結(jié)合，根據(jù)初中生的實(shí)際特點(diǎn)教師可以采取即興伴奏的方式來(lái)更好的對(duì)音樂(lè)作品的風(fēng)格來(lái)進(jìn)行表達(dá)，促使音樂(lè)作品當(dāng)中能展現(xiàn)出更好的風(fēng)格，從而加深學(xué)生對(duì)音樂(lè)的感受好理解，加深演唱的效果和水平。

（二）激發(fā)學(xué)生興趣

在教師實(shí)施教學(xué)的過(guò)程中，教師利用鋼琴的方式來(lái)進(jìn)行伴奏在一定程度上能提升學(xué)生的學(xué)習(xí)興趣。傳統(tǒng)教學(xué)當(dāng)中對(duì)于演唱的學(xué)習(xí)主要是根據(jù)書本內(nèi)容實(shí)施，并且由教師來(lái)進(jìn)行一句一句的領(lǐng)唱。這樣的方式長(zhǎng)時(shí)間以來(lái)勢(shì)必會(huì)導(dǎo)致學(xué)生的學(xué)習(xí)積極性和熱情受到影響，導(dǎo)致教學(xué)課堂枯燥乏味。而教師在教學(xué)當(dāng)中能利用好鋼琴方式實(shí)施伴奏，那么則能起到提升學(xué)習(xí)興趣的效果。例如在教授《友誼天長(zhǎng)地久》的教學(xué)當(dāng)中，為了提升將教學(xué)效果，激發(fā)學(xué)生興趣，教師在教學(xué)當(dāng)中可以用伴奏形式來(lái)營(yíng)造出輕松、生動(dòng)的教學(xué)環(huán)境，引導(dǎo)學(xué)生回想起自己與朋友之間的種種友誼之情，并在學(xué)生回答問(wèn)題的時(shí)候及時(shí)的進(jìn)行肯定和鼓勵(lì)。同時(shí)，教師還需要利用好伴奏的使用頻率，不僅能達(dá)到激發(fā)學(xué)生積極性的效果，更加能讓學(xué)生在音樂(lè)節(jié)奏感和技巧上得到提升，為歌唱教學(xué)的效果提升做出保障。

（三）提升學(xué)生審美能力

學(xué)生的音樂(lè)審美觀念主要來(lái)自于學(xué)生對(duì)于音樂(lè)知識(shí)的理解和掌握，從而在自身感受基礎(chǔ)上逐漸的發(fā)展起來(lái)。因此在進(jìn)行音樂(lè)歌唱教學(xué)當(dāng)中，教師需要充分的發(fā)揮出鋼琴對(duì)于音樂(lè)旋律的表現(xiàn)力，以此來(lái)感染學(xué)生并引導(dǎo)學(xué)生，讓學(xué)生進(jìn)一步的了解到作品當(dāng)中的豐富內(nèi)涵以及情感價(jià)值。例如在歌曲《紅河谷》當(dāng)中，這是一首加拿大民歌，流行于北美洲紅河一帶，有著濃郁的北方民族特色。在進(jìn)行這首曲目的伴奏過(guò)程中教師需要注意深入的挖掘鋼琴F大調(diào)特有的明快和歡樂(lè)，但有時(shí)也會(huì)透露出一些隱隱的悲傷的音樂(lè)表現(xiàn)風(fēng)格。當(dāng)然教師要注意在進(jìn)行伴奏的過(guò)程中不能消極的為伴奏而伴奏，而是應(yīng)當(dāng)正確的把握好學(xué)生的學(xué)習(xí)進(jìn)度和分寸，能做到因材施教，這樣才能讓學(xué)生在學(xué)習(xí)的過(guò)程中更好的控制好演唱的速度和力度，從而提升學(xué)生的學(xué)習(xí)積極性，也讓學(xué)生在音樂(lè)的學(xué)習(xí)工程中體驗(yàn)音樂(lè)、感受音樂(lè)，為審美能力的提升做出保障。

三、結(jié)語(yǔ)

總之音樂(lè)是審美教育當(dāng)中的重要環(huán)節(jié)，其主要目的就是為了提升學(xué)生的音樂(lè)審美能力，促進(jìn)學(xué)生的健全人格發(fā)展。在歌唱教學(xué)當(dāng)中教師一定要注意能正確的利用好鋼琴伴奏，將鋼琴與音樂(lè)教學(xué)之間充分結(jié)合起來(lái)，為學(xué)生創(chuàng)設(shè)好的學(xué)習(xí)環(huán)境，從而讓學(xué)生在學(xué)習(xí)的過(guò)程中更好的感受音樂(lè)，用心體驗(yàn)音樂(lè)，從而達(dá)到陶冶情操凈化心靈的作用。

參考文獻(xiàn)

[1]楊廷印.中學(xué)音樂(lè)教學(xué)中鋼琴伴奏的應(yīng)用[J].中華少年，2017，（22）：77―86.[2]宋丹丹.鋼琴伴奏在音樂(lè)教?W中的重要性[J].黃河之聲，2016，（19）：21―25.[3]談靜.中學(xué)合唱團(tuán)鋼琴伴奏存在的問(wèn)題及對(duì)策研究[J].北方音樂(lè)，2015，（03）：154―185.

第三篇：鋼琴伴奏織體在聲樂(lè)作品中的運(yùn)用

鋼琴伴奏織體在聲樂(lè)作品中的運(yùn)用

鋼琴伴奏織體是指把音樂(lè)中的多聲部根據(jù)內(nèi)容的需要，有機(jī)地組織起來(lái)的形式。伴奏織體的結(jié)構(gòu)形式是各種各樣的。依據(jù)結(jié)構(gòu)的性質(zhì)，可以歸納為三種類型：和聲性的織體、復(fù)調(diào)性的織體和綜合性的織體。

一、不同風(fēng)格作品伴奏織體的運(yùn)用

1.在抒情歌曲中的運(yùn)用

抒情性歌曲旋律婉轉(zhuǎn)深情，裝飾音的運(yùn)用較豐富多彩，突出旋律的風(fēng)格，常用4/4和慢速來(lái)表達(dá)對(duì)事物的深情。伴奏一般采用分解和弦、琶音來(lái)強(qiáng)調(diào)所贊美的意境，和弦色彩性常用不帶旋律的伴奏，但與主旋律緊密呼應(yīng)、補(bǔ)充。

2.在進(jìn)行曲歌曲中的運(yùn)用

進(jìn)行曲風(fēng)格的歌曲類旋律音四、五度大跳較多，使旋律的起伏很大，強(qiáng)調(diào)旋律的歌頌性。這一類型的歌曲一般采用帶旋律的伴奏形式，為了增強(qiáng)旋律所要表現(xiàn)的氣氛，多數(shù)以重復(fù)八度和加和弦音來(lái)增加歌聲的氣勢(shì)，低聲部則以有力的進(jìn)行節(jié)奏，襯托旋律的進(jìn)行曲形象。

3.在舞蹈性歌曲中的運(yùn)用

舞蹈性歌曲的特點(diǎn)主要是表現(xiàn)在節(jié)奏上，在歌曲中常貫穿著富有特性的節(jié)奏音型，每個(gè)小節(jié)的強(qiáng)拍、弱拍有規(guī)律的交替出現(xiàn)，強(qiáng)調(diào)節(jié)拍的重音，一般有2/

4、4/4拍。圓舞曲風(fēng)格的有3/

4、3/

8、6/8拍子，它的旋律跳動(dòng)較大，表現(xiàn)出活潑、歡快的情緒。在結(jié)構(gòu)上方整，情緒較為熱烈，速度較快，氣口清晰。各民族的舞蹈風(fēng)格都具有各自的特征，彈伴奏時(shí)就要抓住這些不同特點(diǎn)節(jié)奏規(guī)律，來(lái)進(jìn)行鋼琴伴奏織體的運(yùn)用。

二、前奏、間奏、尾聲鋼琴伴奏織體的運(yùn)用

在歌曲鋼琴伴奏中，前奏、間奏、尾聲是與歌曲本身緊密聯(lián)系組成完整的藝術(shù)形象的。在一首歌曲伴奏作品中可以含前奏、間奏、尾聲這三個(gè)部分，也可以包含其中之一，或者其中的兩種，這幾個(gè)部分運(yùn)用的材料和織體形式，都要以歌曲的風(fēng)格、內(nèi)容和所發(fā)展的要求為根據(jù)。下面以冼星海作曲的合唱作品《黃水謠》為例，分析如下：

前奏共五個(gè)小節(jié)，采用正副三和弦交替使用，用了歌曲的第一句作為音樂(lè)材料，突出主題，旋律優(yōu)美流暢，鋼琴伴奏采用震音的織體，右手旋律采用八度的形式，來(lái)描繪黃河氣勢(shì)磅礴的壯麗景象，最后落在ⅴ級(jí)開(kāi)放性的終止。

間奏共有二個(gè)部分，第一個(gè)部分是在a段收攏性結(jié)束后，間奏和弦出現(xiàn)降三音的變和弦和色彩變化的副三和弦，尤其運(yùn)用不協(xié)和的減三和弦后，使人感到驚慌恐懼之感。伴奏織體采用切分節(jié)奏音型，帶低音的和弦式織體加強(qiáng)力度，具有強(qiáng)烈的推動(dòng)作用，通過(guò)間奏b段隨著節(jié)奏的變換，音樂(lè)轉(zhuǎn)入悲憤的控訴。

第二部分是在b段控訴了家破人亡的切膚之痛后，間奏采用了新的音樂(lè)材料，和聲采納副三和弦與正三和弦交替，伴奏織體用的是復(fù)調(diào)形式，與主旋律形成對(duì)比。

尾聲是在再現(xiàn)a段完滿終止后，尾聲采用間奏第二部分的音樂(lè)材料進(jìn)行變化，補(bǔ)充和升華了歌唱者所要表達(dá)的心情。在和弦編配上采用副三和弦連續(xù)使用，使低聲部線條下行走向平穩(wěn)，色彩黯淡、凄涼，尾聲以完滿終止而結(jié)束。

三、鋼琴伴奏織體的整體運(yùn)用

在進(jìn)行一首完整的歌曲伴奏時(shí)，鋼琴伴奏織體在布局上要根據(jù)作品的題材、風(fēng)格以及曲式結(jié)構(gòu)等幾個(gè)方面來(lái)考慮。這是運(yùn)用鋼琴伴奏織體構(gòu)思時(shí)的重要依據(jù)。伴奏織體的發(fā)展變化服從于內(nèi)容的需要，織體運(yùn)用必須能符合音樂(lè)在陳述、發(fā)展、再現(xiàn)時(shí)的不同特點(diǎn)。在陳述時(shí)織體運(yùn)用要簡(jiǎn)練一些，形象要鮮明，明確調(diào)式、調(diào)性，織體結(jié)構(gòu)層次不要太復(fù)雜；在音樂(lè)發(fā)展段落中，織體的變換也是隨著音樂(lè)的情緒發(fā)展而加以變化，可以加強(qiáng)力度、改變織體形式、運(yùn)用不穩(wěn)定的和聲等造成強(qiáng)烈的氣氛，以達(dá)到發(fā)展的目的；最后是再現(xiàn)部分，具有總結(jié)的性質(zhì)，再現(xiàn)中伴奏的織體運(yùn)用一般有這樣幾種：一是采用完全新的形式；二是將陳述時(shí)的基本形態(tài)加以發(fā)展，比如層次增多、加強(qiáng)力度、厚度等，用飽滿輝煌的音響使音樂(lè)結(jié)束得肯定而又氣魄；三是原樣的再現(xiàn)，稍加以補(bǔ)充即可。

總之，只有使鋼琴伴奏織體與歌唱部分的旋律融為一體，音樂(lè)作品內(nèi)容才能得到完美的表現(xiàn)。為此，要想運(yùn)用好鋼琴伴奏織體，這不是一件技術(shù)手法上的問(wèn)題，也不是消極、被動(dòng)地為歌曲的旋律配上和聲的問(wèn)題，而是要從作品的內(nèi)容出發(fā)，從作品的整體結(jié)構(gòu)出發(fā)，經(jīng)過(guò)精心的藝術(shù)構(gòu)思才能運(yùn)用的好。

第四篇：在勵(lì)志歌曲中成長(zhǎng)

在勵(lì)志歌曲中成長(zhǎng)

——所屬《一曲新歌抵萬(wàn)金與時(shí)俱進(jìn)》篇

一個(gè)很平常的課間,我照例走到班級(jí)門口轉(zhuǎn)悠,想看看學(xué)生們都在干什么。這樣的課間休息,對(duì)于在校辛苦學(xué)習(xí)的孩子們來(lái)說(shuō),是難得的調(diào)節(jié)緊張思維的機(jī)會(huì),當(dāng)然都不會(huì)錯(cuò)過(guò)。所以,一眼看去,個(gè)個(gè)都悶著頭小睡呢。我在窗口徘徊著,忽然,一位女生的舉動(dòng)引起了我的注意。我輕輕走到她身后,發(fā)現(xiàn)她正戴著耳塞享受著美妙的音樂(lè)呢。她顯然對(duì)我的出現(xiàn)感到非常尷尬,慌亂地想把她的mp3收進(jìn)課桌。我并未多說(shuō)什么,而是沒(méi)收了她的mp3。為了不影響其他同學(xué)的休息,我?guī)е黄鸹氐搅宿k公室。

到了辦公室,她一語(yǔ)不發(fā)。要在平時(shí),我定會(huì)大說(shuō)特說(shuō)例如學(xué)校禁止攜帶mp3等貴重物品,可是看她態(tài)度還算誠(chéng)懇,我倒不急著處理這事了。不慌不忙中,我打開(kāi)了mp3,細(xì)細(xì)聽(tīng)了聽(tīng),全是周杰倫的歌,毫無(wú)疑問(wèn),她是周杰倫的“鐵桿歌迷”。這些歌曲,無(wú)一例外的含糊不清,甚至不知所云。跳過(guò)這些似懂非懂的歌曲,我被一首慢歌《蝸?！肺×?。早就聽(tīng)說(shuō)這是一首勵(lì)志歌曲,我便靜靜地聽(tīng)下來(lái)。

一曲聽(tīng)罷,果然感觸頗深。這首歌旋律適中,歌詞意義深遠(yuǎn),而且還是偶像歌手的杰作,這不正適合這些十來(lái)歲的初中生來(lái)欣賞嗎?憑借他們的理解能力,一定可以深刻感受到歌詞里的勵(lì)志情緒。既然有這么好的一個(gè)機(jī)會(huì),為何不利用這些流行歌曲,讓學(xué)生們從自己的偶像身上找到努力的方向呢?這個(gè)學(xué)生無(wú)意中竟帶來(lái)了這么好的一個(gè)教育素材。

主意已定,我便打算付諸行動(dòng)。按照以往的慣例,如果有了一個(gè)教育的切入點(diǎn),我就會(huì)安排一堂班會(huì)課,通過(guò)課堂對(duì)學(xué)生進(jìn)行教育。利用歌曲來(lái)進(jìn)行勵(lì)志教育,無(wú)非就是在班級(jí)中讓大家欣賞一下這些勵(lì)志歌曲,解釋一下歌詞的意義,讓學(xué)生體會(huì)一下歌詞的深刻含義,隨即發(fā)表一下感想,這樣的安排也可以算是成功了。但是,在以“勵(lì)志”作為主題設(shè)計(jì)一堂班會(huì)課的時(shí)候,我對(duì)自己?jiǎn)我坏恼n堂設(shè)計(jì)感到了乏味,沒(méi)有亮點(diǎn)的課堂如何讓學(xué)生真正融入其中?反復(fù)思考以后,我想到了讓勵(lì)志素材更豐富,可以以勵(lì)志歌曲作為主線,發(fā)掘?qū)W生熟悉的現(xiàn)代流行勵(lì)志故事,運(yùn)用更現(xiàn)代化的手段讓大家都參與到勵(lì)志主題活動(dòng)中來(lái),這樣的效果應(yīng)該比單一的課堂更有魅力。

首先我收集了一些勵(lì)志歌曲,像旋律激昂，激人奮進(jìn)的《我相信》,還伴有鼓勵(lì)人們勇于面對(duì)挫折的《陽(yáng)光總在風(fēng)雨后》、紅極一時(shí)的“好男兒”選秀節(jié)目的主題曲《年輕的戰(zhàn)場(chǎng)》、兄弟間互相鼓勵(lì)邁向成功的《奔跑》，以及適合女生在失落時(shí)欣賞的《隱形的翅膀》等歌曲。緊接著,我為班級(jí)建立了一個(gè)班級(jí)博客,在博客上發(fā)表了這些歌曲的歌詞。每一個(gè)學(xué)生都可以利用班級(jí)電腦網(wǎng)絡(luò)或者自家的電腦網(wǎng)絡(luò)登錄到博客上發(fā)表自己的看法。班級(jí)有一位博客管理員,他經(jīng)常將一些學(xué)生的聽(tīng)歌感言集中整理后發(fā)表到班級(jí)博客中。短短的時(shí)間內(nèi),班級(jí)博客的“音樂(lè)人生”子欄目里就有了很多的素材。令我意料不到的是,還有一些學(xué)生將他們所喜愛(ài)的其他勵(lì)志歌曲也添加到班級(jí)博客中,希望與大家一同分享。一時(shí)間,班級(jí)學(xué)生將話題都集中到了“勵(lì)志”上,有了這個(gè)平臺(tái),學(xué)生更加自由地發(fā)表著自己的看法。他們將自己看過(guò)的偶像電視劇或者動(dòng)畫片里的勵(lì)志情節(jié)也發(fā)表到了班級(jí)博客中,比如:《我相信》歌詞我相信我就是我，我相信明天；《大長(zhǎng)今》不凡的奮斗人生；《王子變青蛙》里的一句臺(tái)詞——關(guān)鍵時(shí)刻不放棄,失望也能變成希望；《灌籃高手》里籃球天才的起伏經(jīng)歷,《我為歌狂》里少年追求夢(mèng)想的不懈努力??所有他們喜歡的東西,似乎一時(shí)間都有了“勵(lì)志”的元素,或者更確切地說(shuō),學(xué)生學(xué)會(huì)了從電視、網(wǎng)絡(luò)和喜好中捕捉激勵(lì)人奮發(fā)向上的瞬間了，我還組織班級(jí)利用課外活動(dòng)時(shí)間學(xué)習(xí)演唱這些勵(lì)志歌曲，讓他們?cè)谘莩懈惺苓@個(gè)歌曲蘊(yùn)含的勵(lì)志的精神力量。

經(jīng)過(guò)一個(gè)多月的準(zhǔn)備,我感覺(jué)時(shí)機(jī)應(yīng)該到了。學(xué)生已經(jīng)在這一個(gè)多月里感受到了“勵(lì)志”的情緒,同時(shí)學(xué)會(huì)了自己去發(fā)掘“勵(lì)志”。這些流行的電視、電影、動(dòng)畫片以及歌曲,曾經(jīng)一度成為學(xué)習(xí)的“敵人”,但現(xiàn)在,學(xué)生都能自覺(jué)去發(fā)現(xiàn)其中激勵(lì)自己的元素,有了辨別是非好壞的能力,不能不說(shuō)是一個(gè)很大的進(jìn)步。

在我重新設(shè)計(jì)的勵(lì)志主題班會(huì)課上,我將班級(jí)博客中學(xué)生的所感所想都展示了出來(lái),讓全班學(xué)生都看到了同伴的清晰認(rèn)知,鼓勵(lì)了更多的學(xué)生去發(fā)掘生活中流行信息中的有益一面。同時(shí),我將大多數(shù)的課堂時(shí)間留給了學(xué)生,由他們自己去演繹對(duì)流行歌曲的認(rèn)識(shí)。他們用歌聲表達(dá)了自己對(duì)“勵(lì)志”的理解,也將“勵(lì)志”的情緒帶給了在場(chǎng)的每一個(gè)人。在班會(huì)課即將結(jié)束的時(shí)候,我要求學(xué)生用一句話概括自己的感受或者今后的奮斗目標(biāo),學(xué)生們也都暢所欲言,精彩發(fā)言不斷。而我則送給大家這樣一段話:小“蝸?！眰?現(xiàn)在的你們正在“年輕的戰(zhàn)場(chǎng)”上“奔跑”,雖然有快有慢,但請(qǐng)你們相信,“陽(yáng)光總在風(fēng)雨后”,擁有“隱形的翅膀”的你們要時(shí)刻對(duì)自己說(shuō)“我的未來(lái)不是夢(mèng)”!隨即掌聲一片!我和學(xué)生共同經(jīng)歷了一次精神的洗禮!

這次成功的教育活動(dòng)給了我很大的啟發(fā):在與學(xué)生的接觸中,我們時(shí)?？梢园l(fā)現(xiàn)學(xué)生當(dāng)中出現(xiàn)的問(wèn)題,而此時(shí)我們應(yīng)當(dāng)找對(duì)一個(gè)教育的切入點(diǎn),尋找更適合學(xué)生接受的教育方式,這樣的教育效果遠(yuǎn)比單純的說(shuō)教更明顯。正確的教育引導(dǎo)能更好地調(diào)劑班級(jí)的氛圍,只有每個(gè)學(xué)生都有了正確的人生觀、價(jià)值觀,有了明辨是非的能力,有了集體的意識(shí),才能讓整個(gè)班級(jí)凝聚到一起,向著更積極的方向前進(jìn)。而我們,作為教育工作者,就是要成為這樣的引路人。

第五篇：廣告中雙關(guān)語(yǔ)技巧研究

[Abstract] In modern society, advertisement’s influence is universal.pun is to add more attraction, being applied as a kind of figures of speech in advertisement and deeply loved by people.pun has many forms of expression such as pun on polysemy, homophone, hononymy, parody, illustrations and words, grammar, etc.The advertisers use brand, idiom, and phrase, etc, to form pun skillfully.From the aspect of pragmatics, pun violates the Cooperative principle by Grice.people usually violate the maxims in four ways.The article analyses pun from the fourth way that the speaker may flout a maxim;that is, he may blatantly fail to fulfill it and to achieve some purpose.The proper use of pun in advertisement results in the effects of humor, wit, beauty, economy, warning, and even makes the product more competitive and profitable, and makes the advertisement sweet to the ear, and please both the eye and mind.[Key words] advertisement;pun;pragmatic maxims;pragmatic function

【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)作并深受人們喜愛(ài)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)，它違背了Grice提出的合作原則。合作原則的違反通常有四種情況，而本文主要從第四種進(jìn)行分析雙關(guān)語(yǔ)，即說(shuō)話人公然不執(zhí)行某一條準(zhǔn)則，也就是說(shuō)話人知道自己違反了一條準(zhǔn)則，他還想讓聽(tīng)話人知道他違反了一條準(zhǔn)則。運(yùn)用恰當(dāng)?shù)碾p關(guān)語(yǔ)產(chǎn)生了幽默、風(fēng)趣、經(jīng)濟(jì)和警告的作用，使人享受語(yǔ)言的美，同時(shí)幫助廠家在激烈的競(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)用原則；語(yǔ)用功能

1.Introduction

“The definition of advertisement by AMA(American Marketing Association): Advertising is the nonpersonal communication usually paid for and usually persuasive in nature about products, services of ideas by identified sponsors through the various media.[1] It is a device to arouse consumers’ attention to a commodity and induce them to use it.In modern age, people find themselves surrounded by various advertisements each day.An American writer writes: “ we find advertisement of all kinds everywhere, for example, glittering neon signs on top of high buildings and a long main streets, colorful pictures painted on buses pamphlets sent to very house, advertisement jammed between TV programs various advertisement glutting, newspaper and radio broadcast;etc.”[2] Facing so many advertisement, how to make the advertisement impressive is the main purpose of the advertisers.In order to enhance the appeal of an advertisement, advertisers pay much attention not only to such expressive devices as plates, color and the layout of a printed page, but also to the choice of words or phrases, to make an advertisement beautiful and attractive.In the practice of the advertising English, people pay more attention to pun to make the advertisement succinct, accurate and vivid and to provide rich imagination and plentiful associations for readers so as to stimulate their desire.The frequent and wide use of figures of speech is an important characteristic of advertising English, which is an effective way to make the advertisement attractive.Among the figures, pun is loved deeply.Oxford Advanced Dictionary defines pun as “humorous use of a word that has two meanings or of different words that sound the same”.[3] A pun(also known as paronomasia)can be understood like that it is a deliberate confusion of similar-sounding words of phrases for rhetorical effect, whether humorous or serious.It leaves a deep impression on readers by its readability, wit and humor.It can satisfy the requirement of advertisement characteristics—selling power, memory value, attention value, and readability.So pun is very popular in advertisement.The article just wants to present the pragmatic function and application of pun in advertisement.2.Types of pun in advertisement

A pun is a rhetorical device in which people use the polysemous, or homonymous relation of a language to cause a word, a sentence of a discourse to involve two things of meanings.It has several types.2.1 pun on polysemy

“While different words may have the same of similar meaning, the same one word may have more than one meaning.This is what we call polysemy, and such a word is called polysemic word.Historically speaking, polysemy can be understood as the growth and development of or change in the meaning of words.”[4] pun on polysemy is used widely, especially with the name of the product such as the following examples:

[1] “From sharp minds.Come sharp products.”[5]

The example is an advertisement for the Sharp copier.The word “sharp” praises the consumers’ brightness, but also refers to the Sharp product.The advertisement praises the consumers who are sharp to buy the product which is sharp.The vanity of the audiences is aroused and they want to use it to show their wise, and also they believe the product is really sharp.[2] “Money doesn’t grow on the trees.But it blossoms at our branches.Lioyd Bank.”[6]

It is the slogan of Lioyd Bank.“branch” means “part of a tree growing out from the trunk”, but here it implies the division of bank”.The slogan encourages people to store their money in Lioyd Bank, and their money will be like the blooming flowers, yielding better fruits.After understanding its meaning, readers will figure it out in mind that their money will become more and more daily and daily, just like the leaves in spring.2.2 pun on Homonymy

“Homonymy refers to the phenomenon that words with different meanings have the same form, i.e, different words are identical in sound or spelling, or in both.When two words are identical in sound, they are homophones.When the words are identical in spelling, they are homographs.When two words are identical in both spelling and sound, they are complete homonyms.”[7] The follow instances will explain that:

[3] “ ‘VIps’ an atomical comfort.Variable Impact pressure Sole”[8]

The advertisement of sportshoes uses the homophonic word “VIps”.As we know, VIp usually stands for “ very important persons”, while, here, it stands for “Variable Impact pressure Sole”.It implies if you use VIps, you will be a VIp.The word “VIps’ motivates the audiences’ vanity and induces them to buy the product.[4] “Trust us.Over 5000 ears of experience.”[9]

It is an advertisement for audiphone.The literal meaning is that the product has experienced a lot of texts.While “ears” and “years” are a pair of homophone.So it implies that the product has a long history and has high quality.[5] “Goodbuy

Winter!

100% cotton knitwear $40”[10]

It is an advertisement for the sale of winter clothes.The advertisement seems to people that it s a good and cheap to buy cotton knitwear.But when the audiences read “goodbuy winter” together, they will understand the good use of pun.“Goodbuy winter” sounds the same as “goodbye winter”.The advertisement use homophone to show two meanings: it is a good business to buy the cotton knitwear now, and winter has passed away.Naturally, people will associate the situation happening every year that when they say goodbye to winter, the clothes will have a great discount and it is good time to buy them.[6] “More sun and air for your sun and heir.”[11]

The advertisement is for a bathing beach.The advertiser uses homophone skilfully, sun vs.son, and air vs.heir.The advertiser encourages people to bring their son and heir to the bathing beach to get sun and air to keep fit.Each couple hopes their son and heir will be healthy all their life.pun makes the advertising language sound sweet, fluent and persuasive.2.3 pun on parody

“parody is a piece of speech, writing of music that imitates the style of an author, composer, etc in an amusing and often exaggerate way.”[12] pun on parody uses the outfit of saying, apothegm, proverb or idiom to form new meanings.English has a lot of well-known phrases, idioms and sayings.They are important part of everyday language spoken by the English speakers, and have become one of the aspects of the English culture.The advertisement designers are sharp-minded and imaginative.They change a part of the expressions and put their ideas into them to achieve sensational effect.And most of them achieve a remarkable success.The transformations are not only eye catching, but also easy to be accepted by the common, who will do according to the tradition.As the sayings of idioms have been one part of the tradition, the people will be easily persuaded by the advertisement works of this kind.So pun on parody is popular in advertisement.[7] “A Mars a day helps you work, rest and play.”[13]

It is the slogan of Mars chocolate company.Looking at this advertisement, people will associate it with two idioms: “An apple a day keeps the doctor away” and “ All work and no play makes Jack a dull boy”.From the meanings of the two idioms, the watchword tells people that a Mars’ chocolate a day will make you not be a dull boy(make you wise)and keep the doctor away(keep fit).[8] “Try our sweet corn, you’ll smile from ear to ear.”[14]

It is taken from the advertisement for a kind of sweet corn.The word “ear” has double meanings: the organ of hearing and the seed –bearing part of a cereal.Te idiom “ from ear to ear” also is a pun.One meaning is that people are satisfied with the product.The other one is that the consumers eat one ear by another.So the advertisement implies that the sweet corn is very delicious, and you will enjoy it and eating one by one.How can people refuse such delicious food?

[9] “All is well that ends well.”[15]

This is an idiom, but here, it is taken from an advertisement of a cigarette.“End”, as a verb, means “finish”, while, as a noun, means “cigarette butt”.The sentence means that if the cigarette ends are good that the cigarette is good.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]

“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.3.1.2 “Quality

a.Do not say what you believe to be false

b.Do not say that for which you lack adequate evidence”[24]

It means that the speaker can’t tell lies but only can say that which has been proved to be right fact.However, if the speaker thinks what he says is right, but in fact it is false, he still obeys the principle.Give you an example, if someone asks you to go shopping with him, but you don’t like to, so you tell him that you have a meeting tonight.At this time, you violate Quality, for you have told lies to your friend.3.1.3“Relation: be relevant”[25]

That means what you say must be relevant.For example, when you are hungry, you don’t expect you partner giving you a book, but a cake, because cake is relevant to your feeling at this situation.3.1.4 “Manner

a.Avoid obscurity of expression

b.Avoid ambiguity

c.Be brief(avoid unnecessary prolixity)

c.Be orderly”[26]

The maxim requires the words speaker used must be concise and without ambiguity.For instance:

[15] A: Will you go to Xiamen tomorrow?

B: Maybe.In the case, B violates Manner, because his answer is ambiguous.A still can’t get the answer he wants.After the explanation of Cp, a better understanding will be made by readers on above examples, which have violated the Cp.But why do the advertisers like to use pun to violate the Maxims deliberately? The answer can also be given by Grice.3.2 Violation of the maxims

Grice thought only both speaker and listener obey the principle, could their intercourse be concordant and harmonic.While he also noticed that people didn’t always obey the principle in social activity, on the contrary, they breached it intentionally.So Grice gives four ways to explain the failure to fulfill a maxim.“Firstly, he may quietly and unostentatiously VIOLATE a maxim;if so, in some cases he will be liable to mislead.” It means you are intentional to violate the maxim.[27] For example: If someone invites you to join in a party, but you don’t like to.Avoiding offence to him, you may say, “ sorry, I have promised Jim to go shopping”.At this time, you know you tell lies, but you have to.“Secondly, he may OpT OUT from the operation both of the maxim and the Cp;he may say, indicate, or allow it to become plain that he is unwilling to cooperate in the way the maxim requires.He may say, for example, I cannot say more;my lips are sealed.Thirdly, he may be faced by a CLASH: he may be unable, for example, to fulfill the first maxim of Quality(Be as informative as is required)without violating the second maxim of Quality(have adequate evidence for what you say).”[28] For example:

[16] A: Where does X live?

B: Somewhere in the suburbs of the city.The answer of B breaches the Quantity, because he provides less information that A wants to know.But if B really doesn’t know where X lives, he obeys the Quality that do not say what you lack adequate evidence;if B knows the address of B, yet he does not want to tell A, then he implicates that he doesn’t want to tell A.“Fourthly, he may FLOUT a maxim;that is, he may BLATANTLY fail to fulfill it.On the assumption that the speaker is able to fulfill the maxim and to do so without violating another maxim(because of a clash), is not opting out, and is not, in view of the blatancy of his performance, trying to mislead, the hearer faced with a minor problem;How can his saying what he did say be reconciled with the supposition that he is observing the overall Cp? This situation is one that characteristically gives rise to a conversational implicature;and when a conversational implicature is generated in this way, I say that a maxim is being EXpLOITED.”[29] Give an example:

[17] A: Where is Mary?

B: There is a blue car outside Bill’s house.In the conversation, B breaches Quantity, but if A assumes that B is willing to cooperate with him, he will try to relate his question to B’s answer.Basing on their common sense that Mary has a blue car, and then he will understand that B is telling him that Mary is at Bill’s house.In advertisement, the advertiser violates the cooperative principle in the fourth way to attain a certain purpose, thus making the utterance produce ambiguity.Although the advertisement disobeys the principle, but it can arouse the audiences curiosity and induce them to buy the product and at last achieve a better effect.Look at some advertisements:

[18] “You can buy Happiness.”[30]

It is the slogan of a shampoo advertisement.The advertisement breaches the Manner Maxim—avoid ambiguity, for happiness has double meanings here: “delight” and “the name of the product”.It wants to express the meaning that if you buy Happiness, you will attain happiness.Although it breaches the Cooperative principle, it impresses the audiences deeply and arouses their interest to have a try.[19] “In our country we keep animals in the forest and people in the cages.” [31]

It is the advertisement for Volvo Car Company.From the ad, people may give an assumption that they keep animals in the forest while shut themselves in the cages.But to the common sense, the phenomenon is impossible.So the advertisement breaches the Quality that you only can say what you think is right.But through the context of the advertisement, the audiences can understand the cages refer to Volvo car, and finally know the meaning of the advertisement that the Volvo Company aims at producing more and better cars for people.[20] “The Unique Spirit of Canada: we bottled it.Right to the finish, its Canadian spirit stands out from the ordinary.What keeps the flavor coming.Super lightness.Supper taste.If that’s where you’d like to head, set your course for Lord Calvert Canadian.” [32]

The example is taken from the advertisement of Lord Calvert Canadian.At the first sight of the advertisement, people would be drawn, for they wonder what’s the unique spirit of Canada.After thinking, they would find “To bottle the spirit” has two meanings here: one is to bottle the liquor;the other is to put the Canadian spirit into this liquor.The advertisement breaches Manner Maxim but arouses people’s curiosity.pun in the advertisement has a great function.4.The pragmatic function of pun in advertisement

pun has a lot of advantages such as conciseness, wit and humor, novelty and vividness.It produces a particularly rhetorical and pragmatic effect when people use the language creatively in a specified context.The proper use can make the advertisement impressive and attractive.4.1 Wit and humor

pun, the game of word, produces wit and humor effect to attract the audiences’ attention and inspires their association.In the age of rapid rhythm, advertisement with pun like a spice makes people enjoy themselves in the advertising atmosphere, and reduces their pressure in a relaxed environment.[21] “When the wind has a bite… and you feel like a bite… then bite on a whole Nut.”[33]

The word “bite” has several meanings: grip, food, and eat.The whole sentence means that when the strong wind hurts you and you are very hungry, just eat some Nut.After day working, people would feel tired and hungry, while the advertisement is just the situation of them.Therefore, they would be attracted to buy the product, so they will not suffer hunger after work.Also, the sentence sounds like tongue twist.[22] “Excellent Taste!”[34]

It is a word in an advertisement for a whiskey product—Jamson.In the advertisement, when the hero drank the Jamson whiskey that the heroine introduced to him, he said, “Excellent Taste”.Generally speaking, “taste” means “favor”, but here, another meaning is “the ability to appreciate what is beautiful”.So the advertisement means: this kind f whiskey as good flavor;the heroine has high appreciation.The advertiser uses pun to praise both the product and the consumers who choose their product.It caters for people’ vanity and induces them to buy the product.4.2 Creativeness and originality

This is typical of advertising language.An advertisement has a high demand of diction every word playing an important role.If human emotions have to be inspired, the words, strong in expressing emotions, will be chosen.In advertisement, originality is king.A new way of sending message can set a brand apart from copycats and also-rans.So it is important to use something novel such as coinage in the advertisement to draw people’ attention.Normally, a new created word accepted by readers can enhance the freshness and attraction of the advertisement.Good advertisers use coinage to refresh the advertisement and to achieve its propagandist purpose.[23] “Cab Fourward.”[35]

It is an advertisement title of Ram Car produced by Doqi company.The word “fourward” sounds like “forward”.Connecting it with the picture in the advertisement, people would know why it uses ‘fourward”.Because the four doors of this kind of car could be opened from four directions.The advertiser creates the word “fourward” from “forward” to show the speciality of the car.[24] “Catch the Raincheetah and cheat the rain.”[36]

It is an advertisement in Toronto Daily Star.The punny word “Raincheetah”, the name of the raincoat, sounds like “raincheater” while the word “raincheater” derives from “windcheater”.The word “cheat” in the sentence makes it wonderful and let people feel that this kind of raincoat can protect the consumers well.pun gives people impression of novelty and interest.4.3 Satisfying people’s requirement of beauty

A good advertisement is a text from which people can appreciate the art of language, especially advertisement using pun.pun in advertisement is orderly and antithetic that makes people feel the aesthetic modality of language.The characters of pun, such as vividness, wit and humor, pleasure people’s spirit and let them enjoy the beauty of language.For instance:

[25] “Give your hair a touch of spring.”[37]

It is an advertisement for shampoo.The word “spring” here is very vivid and like a picture in people’ mind: after using the shampoo, the long hair becomes elastic and shining.When you stand there, your hair will go with wind.Everyone likes beauty, so the advertisement caters for people’ desire and induces them to buy the product to make them more beautiful.4.4 Satisfying the requirement of society--Economy

With the rapid development of the society, people become busier and busier, so they require short and easy remembered advertisement to supply the message they want.But how to impress the audiences is a question.The answer is using pun.But why is pun especially favored by the advertiser? The main reasons as following:

“Firstly, advertisement is paid message, with limited space and time, so it doesn’t allow verbiage to waste the investment.pun with double meaning has the characteristic of small carrier but plenty of connotations.So it is very economic, effective and money-saving to the advertiser.Secondly, in modern society, people pay more and more attention to effect, and get tired of the tedious advertisement.The pun in advertisement is usually formed by short sentences.Some use the name of the product as the theme of the advertisement.Some use excellent phrases to show the specialties of the product.To the audiences, it saves their time to get the information they want.Thirdly, usually, the audiences read or watch advertisement unintentionally and only can remember something unconsciously.So, to achieve expected propagandist effect, the advertisement must reduce the memory message.pun is suitable for the requirement.The content is short, the form rhythmic, and the style novel, which are easily remembered and impressed people deeply.”[38]

In a word, pun uses fewer words to express full message which is the content of Economy principle, and it usually reaches the purpose of advertisement that is arouse consumers’ attention to a commodity and induce them to use it.For instance:

[26] “Two beer or not two beer, that’s a question.----Shakesbeer”[39]

Looking at the beer advertisement, people would associate it with the proverb “To be or knot to be, that’s a question” in Hamlet.Shakesbeer is the name of the beer, but it sounds like “Shakespeare” who is known nearly all over the world, so it is easy for people to remember the Shakesbeer.And the word said by Hamlet is also very famous, especially in western country.The sentence is short and the pattern is famous, so people will remember the product naturally.[27] “Go well, Go Shell.”[40]

It is an advertisement for Shell Oil Company.“Well” sounds like “where”, so it implies that go to Shell company to buy oil.Only four words are used in the advertisement, but express the meaning fully and impress people deeply.Imagine that one day, when you drive your car, suddenly, the oil is run out.So you are wondering where to go, then, of course, you will remember the words “Go well, go Shell”.So you will go to Shell at once.The slogans impress the audiences deeply and persuade them to buy the product invisibly.[28] “Make Time For Time.”[41]

It is an advertisement for Time magazine.The advertisement uses the pun on homonymy of the word “time” to refer two meanings: common sense of time, and the name of he magazine.The advertisement means that read Time magazine to seize time.In the society full of competition, time is important and magazines also play an important role which people have to read to broaden their view.While Time magazine will not only broaden view, but also save your time.It satisfies people’s requirement.4.5 Implying Warning

Some advertisements imply warming.pun can make the warming vivid and effective so that people can pay attention to it.For instances:

[29] “Better late than the late.”[42]

It is a public service advertising of traffic.It derives from the proverb “Better late than never”.In the sentence, “the late” means” the dead”, and it reminds the drivers to drive slowly and carefully.The advertisement with pun here has more powerful to persuade the drivers to care their security.Another example:

[30] “The driver is safer when the road is dry;

The road is safer when the driver is dry.”[43]

It is also an advertisement for safe driving.The excellent word is “dry” which has double meanings: without water and without drinking.It expresses if the road is dry and the driver doesn’t drink, all drivers will be safer.The antitheses and thyme of the sentence has more powerful to warm people.4.6.Making the product more profitable and competitive

The speciality of pun is useful in advertisement, and favored by people.If a advertiser can make full use of it to satisfy people’s requirement, the product may precede others and gain the market.[31] “A deal with us means a good deal to you.”[44]

Here, the double meanings of “deal” are: the amount and business.The meanings of the advertisement are that: do trade with us is a good business to you;doing business with us, you will get a lot.Advertisers use pun skilful to inspire the audiences’ curiosity and attract their interest to do the deal.[32] “powe to influence others.”[45]

It is an advertisement for a Hector powe Clothing Company.They advocate that if you wear their clothes, you will have power to influence other people.Because “powe” is like “power”.It satisfies people’s desire of power, so they like to have a try.Thus, it will bring great profit to the powe company.Maybe people with the clothes can’t have more power, but the company has the power to influence the market.5.Conclusion

Advertisement is a way for the company to propaganda their product.To gain the market among the severe competition, it is important to carry out a wonderful advertisement to promote their product, and figures of speech is an effective way to achieve the purpose.Among the figures, pun is a wide and frequent approach, because it is an effective way to make the advertisement attractive, accurate, striking, vivid and forceful.Although pun violates the pragmatic maxims, it can correspond to the requirement that said by Geoffrey N.Leech, a famous British linguist, that advertising words must be vivid, conspicuous and impressive, with high readability and the force to promote sales, so it is used widely in advertisement.pun in advertisement has many forms of expression such as pun on polysemy, homophone, hononymy, parody, illustrations and words, grammar, etc.and can result in the effects of humor, wit, beauty, economy, warning, and even makes the product more competitive and profitable.So only understand its pragmatic analysis, types and function of pun, can it be used rightly and make the advertisement sweet to the ear, and pleasing both the eye and mind.Bibliography

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[7] 同[4] p75

[8] 楊惠馨，英漢廣告中的雙關(guān)語(yǔ)及其英漢互譯[J]，新疆師范大學(xué)學(xué)報(bào)（哲學(xué)社會(huì)科學(xué)版），2003/9，24（3），p180

[9] 同[7] p49

[10] 同[6] p52

[11] 同[7] p49

[12] 同[4] p1067

[13] 同[7] p49

[14] 同[6] p51

[15] 同[7] p50

[16] 同[7] p49

[17] 同[6] p50

[18] 同[8] p75

[19] 同[8] p75

[20] 同[7] p49

[21] 姜望琪，語(yǔ)用學(xué)理論及應(yīng)用[M]，北京大學(xué)出版社，2000，p34

[22] 同[21] p34

[23] 同[21] p39

[24] 同[21] p39

[25] 同[21] p40

[26] 同[21] p40

[27] 同[21] p44

[28] 同[21] p44

[29] 同[21] p44

[30] 金井，英語(yǔ)廣告中的雙關(guān)語(yǔ)[Z]，北京，英語(yǔ)通，2005/10，p50

[31] 經(jīng)貿(mào)英語(yǔ)教研室，語(yǔ)用原則和廣告雙關(guān)語(yǔ)[J]，長(zhǎng)沙民政學(xué)院外語(yǔ)系，2005/7/28，p36

[32] Du Juan, On the Diction Characteristics of English Newspaper Advertisement [J], Journal

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[33] 同[7] p50

[34] 同[30] p50

[35] 同[6] p35

[36] 王燕，英語(yǔ)廣告雙關(guān)語(yǔ)的語(yǔ)用技巧及其語(yǔ)用分析[J]，湖南科技學(xué)院學(xué)報(bào)，2005/10，p296

[37] 同[5] p42

[38] 同[30] p50

[39] 周紅，英語(yǔ)廣告雙關(guān)語(yǔ)的運(yùn)用技巧及其語(yǔ)用功能[J]，北京，國(guó)際關(guān)系學(xué)院學(xué)報(bào)，2005，p123

[40] 同[5] p42

[41] 王笑施，廣告英語(yǔ)語(yǔ)言技巧淺析[J]，北京郵電大學(xué)學(xué)報(bào)（社會(huì)科學(xué)版），2001/4，3（2），p62

[42] 同[41] p123

[43] 同[7] p50

[44] 同[39] p295

[45] 同[6] p51