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1、HowPunsAchieveAdvertisingEffects:APragmaticStudyofPunsinEnglishAdvertisementAbstract:Punsareimportantrhetoricalfiguresinadvertising.AsChinese,wearefamiliarwithpunsinChineseadvertisements,whilelesspayattentiontoEnglishpuns.However,abetterunderstandofpunsinEnglishareuse
2、ful.Basedonsomepreviousstudyandmypersonalinterpretation,thisarticlewillfocusonanalyzinghowpunsachieveadvertisingeffectsinrealizingsomecertainfunctionsofadvertisement,withsomebasistheoriesandapproachesinpragmatics.Keywords:pun;advertisement;pragmaticI.IntroductionPunsa
3、repopularrhetoricalvehiclesinadvertising.Newspapers,TVprogrammers,WebPages,subwaysandevenoutsidesourdoors—wecanfindadvertisementscontainingpunseverywhere.AsaChinesestudent,IamfamiliarwithmanypunsusedinChineseadvertisements,forexample,“liantongshijie,yingzaizhongguo(连通
4、世界,赢在中国),”aadvertisementforChinaUnicom(zhongguoliantong).Sincetheyareeasytorememberandinteresting.AsforEnglishadvertisements,Icanappreciatesomefiguresofspeechusedinthemwell,suchasrepetition,alliteration,contrast.However,justlikemanyotherChinesepeople,Ihavesomedifficul
5、tyinunderstandingsomeofthepunsinEnglishadvertisements,becauseoftheculturegapandlanguagegap.Infact,ifwecanunderstandthembetter,wewilllaughwhenwemeetthemasthenativespeakers.Therefore,asEnglishmajor,Iwillpaymoreattentiontosuchpunsandtrytounderstandthembetterinordertocros
6、stheculturegapandlanguagegapinthisaspect.Afterreadingsomearticlesandbooks,IfindthestudyofthefunctionofpunsinEnglishadvertisementwillnotonlygiveusabetterunderstandofpunsbutalsosomeskillsinpracticaluse.Hence,basedonsomepreviousstudyandmypersonalinterpretation,thisarticl
7、ewillfocusonanalyzinghowpunsachieveadvertisingeffectsinrealizingsomecertainfunctionsofadvertisement,withsomebasistheoriesandapproachesinpragmatics.II.OverviewofPunsandFunctionsofAdvertisement1.DefinitionofpunsTherearemanydefinitionsofpuns.Inthispaper,Iwilladaptaclearo
8、neformOxforddictionary:“thecleverorhumoroususeofawordthathasmorethanonemeaning,orofwordsthathavedifferentmeaningsbutsoundthe