广告中的双关语的语用功能和运用技巧可恶日语
广告中的双关语的语用功能和运用技巧
Pragmatic Function and Application of Puns in English Advertiments
Abstract英语阅读网
Advertising is highly effective tool of communication and persuasion. Adverting values the power and flexibility of language and employs many language techniques to achieve the effects. Pun, as a prominent form of wordplay, has been widely employed in advertiments. Therefore, bad on Sperber and Wlison’s Relevance Theory, this study intends to analyze the interpreting process of puns in advertising. As to the reason why the advertir prefers puns, it has assumed that it is becau puns can bring out certain pragmatic function to help achieve certain communicative effect. The prent paper has propod that puns have ven functions in English advertising: 1) information conveying; 2)attracting the audience’s attention;
3)making advertiments brief; 4)making advertiments aesthetic; 5)avoiding social taboos;
6)Humorous effect; 7)warning effect; 8)memory retaining effect. The analysis of advertising puns can not only deepen the audience’s understanding of advertising puns but also enable the advertir to make a better application of puns in advertiments.
Key Words：advertiments, puns, Relevance Theory, functions
内容摘要
广告是一种特殊的交际与劝说工具，广告商们善于运用语言强大的表现力和灵活性，充分驾驭语言技巧来达到这一目的。双关语作为一种独特的修辞手段，在广告中应用广泛。本文旨在运用关联理论，对英语广告双关语的理解进行分析与阐述。对于广告商青睐双关语的原因，作者认为双关语有一定的语用功能。本研究表明双关语在英语广告中有种八种功能：一是传递功能；二是吸引受众注意力功能；三是使广告简洁凝练；四是美化广告语言；五是避免社会禁忌；六是幽默效果；七是有效提出警告；八是保持记忆效果。本文通
过对广告的剖析不仅加深了人们对广告双关语的认识，而且能使广告更好地运用广告双关语。
关键词：广告；双关；关联理论；功能
Contents
Introduction (1)
1. A Brief View of Advertiments (2)
1.1 The Definition of Advertising (2)
1.2 Function of Advertising (3)
1.3 General Characteristics of Advertiments (5)
2. Literature Review on Puns (7)matey
2.1 The Definition and the General Functions of Puns (7)
2.1.1 Ambiguity (7)
2.1.2 The Double Context (9)
2.2 Puns and Relevance Theory (10)
3. Ca Study: Analysis of Puns in English Advertiments (13)
3.1 Date Collection (13)
3.2 Other Related Studies of Puns in Advertising (14)
鸭舌帽的英文
3.3 Classification of Puns (15)
3.3.1 Puns with One Intended Interpretation (16)
3.3.2 Puns with Rejected Interpretation Contributing to the Intended One (20)四六级成绩查询
3.3.3 Puns with Double Intended Interpretation (24)
3.3.4 Interpretation of Parody Puns (29)
4. Findings and Discussions (34)
4.1 General Functions of puns (35)
4.1.1 Information Conveying (36)
4.1.2 Attention Attracting (36)自考研究生
4.1.3 Making Advertiments Brief (37)
4.1.4 Making Advertiments Aesthetic (38)
4.1.5 Avoiding Social Taboos (38)
4.2 Functions Derived from the Interpreting Process (39)
4.2.1 Humorous Effect (39)
4.2.2 Warning Effect (40)
按顺序 英文
4.2.3 Memory-retaining Effect (41)
Conclusion (42)
Notes (43)
Bibliography (44)
Acknowledgements .................................................................................. 错误！未定义书签。
我日你妈Introduction
With China’s entry into WTO and globalization of the world economy, advertiments are playing an increasing important role in the country’s economic development. As we have en, the main aim of an advertir is to persuade a prospective customer to buy the product, rvice or idea. Advertiments can be extremely successful and nowadays have been assigned the important task of granting survival in a market flooded with competitors. Many products hardly differ from each other and, as a conquence, have to be distinguished by other means, especially by effective advertising. But in reality, an adv龟虽寿译文
ertir has some difficulties to overcome .Becau an advertir has only a limited amount of space or time, and people are expod to an enormous number of commercial messages, an advertir must try to have the advertiment noticed among other numerous advertiments and subquently to create a maximally effective impact during the brief time span in which-if luckily-he has captured the consumer’s attention.
Pun is a linguistic twist. Becau of the dual meanings contained in a single word, a pun can work as two or even more words. It is then more powerful and can make the copy more amazing. And a pun in advertising is an effective means to draw the consumer’s attention. A pun is one of tho figures of speech, which occurs so frequently in advertising, and hence often ems to be a deviation from the general advertising practice. It adds attractiveness, memorability and effectiveness to advertising copies.
The thesis intends to analyze puns ud in English advertiments bad on the Relevance Theory and to explain the functions of puns in the communication between advertirs and audiences. Specific objectives are as follows: to show how the pun to be
catharticapplied in the advertiments; to provide the advertirs with the theory guiding principles of puns in advertising to make a better application of puns in their advertiments; to help audiences achieve a better application of puns understanding of puns in advertiments and enjoy them.
