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1、开题报告:ResearchProposalⅠTitleofMyThesis:PunsinEnglishAdvertisementsandtheirTranslation英语广告双关语及其翻译ⅡSignificanceofStudyAdvertisementisanimportantpartofoureconomyandculturethatexertssignificantimpactonallwalksoflife.Withmoreattentionattractedbyinternationa
2、lbusiness,mostcompanieswouldliketoreinforcetheirmarketingpowerbyinvestmentoflargequantitiesonadvertisinginthetargetcountryorarea.Accordingly,theproblemhowtheclassicoriginalversionofadvertisementcouldwintheheartsofconsumersinanothercountrybecomesanewst
3、udyingfocusintranslationfields.Besides,agreatamountofrhetoricalskillsanddevicesusedinEnglishadscanimprovetheaestheticresultsandpersuasiveeffectofads,andthenpunsaremoreandmorelargelyusedinEnglishadvertisements.Ichoosethisthesisasmytitle,becauseIrealize
4、thatthereisgreatsignificanceofthisstudy.Firstly,advertisementisakindofbriefandclearart.StudyingEnglishadsnotonlyhelpsustodevelopourcreation,butalsocultivateourthinkingandabilitiesofappreciatingandinnovatingads.Ontheotherhand,Ihopethatbythischance,Ican
5、getmoreknowledgeofthecolorfulessenceofEnglish,andIcanenhancemycomprehensiveandapplyingabilitiesoforalEnglish,andIcanwidenmyEnglishthinking,andIcangetarelativelyfullknowledgeofEnglishculture,andIcantrainmyabilitiesofflexibletranslation.Secondly,usingpu
6、nsappropriatelyinadvertisementscanenhanceadvertisements’charm,bringaboutconsumers’imaginationandconsolidatetheirmemories.Punningisakindofplayonwords,whichreferstoarhetoricdevicecomposedbythesimilarityinpronunciationanddivergenceinmeaning,soastoproduce
7、ahumorouseffect.Punismorepersuasiveinadvertisingthanwhathasbeenexpected,butithasneverbeenmorecomplete.Howitisadoptedinadvertisingtofacilitatethelinguisticcommunicationandultimatelyservetoreachtheintendedpurposes,andcognitivelycastinfluencesupontheadve
8、rtiser’sexpressionandtheaudience’sinterpretationoftheutterancesindiscourseisstillawonderwhichisworthmakinganattempttohaveathoroughunderstanding.5Thirdly,thestudyofpunninginadvertisingmaybeofpracticalimportanceinthatitislikelytoprovideguideline