臺灣華語電視廣告雙關語分析及教學應用

Analysis and Pedagogical Applications of Puns in Taiwanese Mandarin TV Commercials

「雙關語」是華語中常見的修辭方式之一，是在一定的語境中有意地使語句具雙重語意，達到言在此而意在彼的目的。使用雙關語可以增強語言的感染力，因此許多廣告語也使用雙關語，以利消費者記憶，並透過電視及聲音的傳播達到廣告效益。華語學習者隨著華語程度的提高，接觸到真實語料的機會也越多，對於華語母語者常用的修辭法也應有所了解。與雙關語相關的研究多從文學作品或文章寫作中的修辭格及語用等方面進行討論，而以華語電視廣告中的雙關語作為真實語料並應用於華語教學中的相關研究則相對較少。本文觀察臺灣738部以華語為主所拍攝的電視廣告，從中蒐集208筆具雙關用法的廣告語，透過歸納整理廣告語中的雙關類型後提出雙關語的教學建議。

Pun is one of the most common rhetoric methods in Chinese. Within a particular context, it intentionally forms sentences with dual semantics, so as to achieve the purpose of “saying one thing while meaning another”. The usage of puns can enhance the appeal of the language. Therefore, many advertisements use puns to increase its memorability towards consumers and to achieve advertising benefits through television and sound transmission. As their Chinese proficiency improves, Chinese language learners have more opportunities to enlarge their exposure to authentic materials. They should also be aware of common rhetoric used by native Chinese speakers. Studies related to puns are mostly discussed in terms of rhetoric and pragmatics. In contrast, the studies of puns analysis in Chinese TV commercials and applied in Chinese language teaching are relatively few. In this article, we observed 738 TV commercials mainly in Chinese in Taiwan and collected a total of 208 slogans with puns, then analyzed and sorted the types of advertising puns and made pedagogical suggestions.