毕业论文正文双关语在广告英语中的语用分析及其运用.doc

 温州医学院本科 毕业论文 ( 2010届 ) 论文题目The Pragmatic Analysis of Pun in Advertising （英文） English and Its Application 论文题目 双关语在广告英语中的语用分析及其运用 （中文） 仁济学院 英语 2006（02）班 0606041055 陈晓 张利华 2010.04.27 目录 Abstract iv 摘要 iv Outline v 提纲 vi 1. Introduction 1 2. The Pragmatic Analysis of Pun in Advertising English 1 2.1Theory of Pun 2 2.1.1 Double Context 2 2.1.2 Hinge 2 2.1.3 Trigger 2 2.2 Cooperative Principle 3 2.3 Relevance Theory 4 3. The Application of Pun in Advertising English 6 3.1 Homophonic Pun 6 3.2 Homographic Pun 7 3.3 Grammatical Pun 8 3.4 Idiomatic Pun 9 3.5 Other Puns 9 4. Function of Pun in Advertising English 10 4.1 Brevity 10 4.2 Association 10 4.3 Emotional Transmission 11 4.4 Humor 11 5. Conclusion 11 Works Cited 13 The Pragmatic Analysis of Pun in Advertising English and Its Application CHEN Xiao Abstract: In the era of rapid development of Chinese economy, advertising as a business media, plays a very important role in the exchange of international trade. For the purpose of increasing sales promotion, advertising English uses refined language, rich content, appropriate rhetorical means to propagate products or ideas. Pun, as decorative device of language is frequently employed in advertising English. It not only makes the advertising language concise, humorous, and impressive, but also makes advertisement attractive and memorable. This paper will discuss the application of pun in English advertisement from the phoneme, semantics, syntax and other aspects .Meanwhile it will analyze and explain the proper use of puns from the point of view of pragmatics. If properly used, puns can promote people’s understanding, appreciation, and creation of advertisement. Key word: advertising; pun; pragmatic analysis; application 双关语在广告英语中的语用分析及其运用 陈晓 摘要：在日益发展的商品经济时代，广告作为一种商业手段，其作用日益重要。广告英语作为一种商业语言，利用精炼的语言，丰富的内涵，适当的修辞手段来为某件事，某种产品进行宣传，以其达到广为人知，促销增产的目的。广告语必须要有很强的说服力，而运用修辞格正是最常见也是很有效地一种方式，备受广告撰稿