攀枝花学院论文.doc

攀枝花学院本科毕业论文 论双关语在英语广告中的运用技巧及其语用功能 学生姓名： 朱 珍 珍 学生学号： 200410208164 院（系）： 外国语学院 年级专业： 2004级英语本科4班 指导教师： 何学德 副教授 二〇〇八年五月 On Application and Pragmatic Functions of Pun in English Advertisement Zhu Zhenzhen  Under the Supervision of He Xuede School of Foreign Languages and Cultures Panzhihua University May 2008 Contents Abstract……………………………………………………………… …………….I Key Words…………………………………………………………………………..I 摘要………………………………………………………………… ……… ………...Ⅱ 关键词………………………………………………………………………… ……Ⅱ Introduction………………………………………………………………… ………1 I. Types of Pun in English Advertisement ……… … ………3 A. Polysemous Pun ……………………………………… …………………3 B. Homonymous Pun….…………………………………………………………….4 C. Parody Pun….…………………………………………………………………….5 D. Grammatical Pun………………………………………………………………….6 E. Lexical Pun…………………………………………………………………6 II. The Pragmatic Analysis of Pun in English Advertisement…………………………..7 A. Cooperative Principle …………………………………7 B. Violation of the Maxims in English Advertisement……………………………….9 III. The Pragmatic Function of Pun in English Advertisement………………………...11 A. Wit and Humor…………………………………………………………..……11 B. Creativeness and Originality……………………………..………12 C. Satisfying People’s Requirement of Beauty…………12 D. Satisfying the Requirement of Socio-economy………………………………… 13 E. Implying Warning………………………………………………………………...14 F. Making the Product More Profitable and Competitive……………………………15 Conclusion…16 Acknowledgements…17 Bibliography… 18  Abstract Advertisement’s influence in modern society is universal. Pun is to add more attraction, being applied as a kind of figure of speech in advertisement and is deeply loved by people. Pun has many forms of expression, such as polysemous pun, homonymous pun, parody pun, grammatical pun, lexical pun, etc. The advertisers use brand, idiom, and phrase, etc, to form pun skillfully. From the aspect of pragmatics, pun disobeys the Cooperative Principle by Gric