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
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
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。同时，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，备受广告撰稿人的青睐，应而在广告中得到大量的运用。它不仅能是广告语言简练，丰富，诙谐，而且能使广告引人注意，便于记忆。本文通过从语音、语意、语法等几方面探讨双关语在英语广告中的运用，并语用学角度分析，阐述双关语在广告中的合理使用，进而促进人们对广告的理解、欣赏和创作。
关键词：广告；双关语；语用分析；运用
