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1、密级：学校代码：10075分类号：学号：20100685文学硕士学位论文关联理论视角下英语广告双关语的理解研究学位申请人：陈丽娜指导教师：郑悦教授学位类别：文学硕士学科专业：英语语言文学授予单位：河北大学答辩日期：二○一三年五月ClassidiedIndex:CODE:10075U.D.C:NO:20100685ADissertationfortheDegreeofM.ArtsOntheInterpretationofPunsinEnglishAdvertisementsfromRelevanceTheoryCandidate:ChenLinaSupervisor:Prof.Zhen
2、gYueAcademicDegreeAppliedfor:MasterofArtsSpecialty:EnglishLanguageandLiteratureUniversity:HebeiUniversityDateofOralExamination:May,2013June,2013AbstractAbstractAsanimportantproductofthemoderneconomicsociety,advertisementhasattractedmuchattention.Inordertoimpresstheaddresseesinlimitedtimeandspac
3、e,theadvertiserspaymuchattentiontothelinguisticdevices,inwhichpunningisthemostimportantone.Apunitselfisanambiguityinessence.Ithasthecharacteristicofambiguityanddoublecontextsbothofwhichwillcosttheaudience’sextraeffortstocomprehendtheintendedmeaningsthattheadvertiserswanttotransfer.Despitethat,t
4、headvertisersstillpreferpuns,astheadvertisingprinciplerequiresthatthecomplexmeaningbecommunicatedinasfewwordsaspossible.Advertisementswithpunsarepopularduetothefollowingreasons:firstlysuchadshavecompactformsandrichconnotations,thenpunning,asaconcisewaytoexpresshumorandwit,possessesuniqueappealo
5、flanguageandfulfillstherequirementsofadvertisingfromallaspects.Duetoitsrhetoricnature,punningcanbringouttwodifferentmeanings:asuperficialandanimpliedone.Andtheassociativemeaningofpuncanpublicizetheproductsorservicemoreeffectively;thereforepun,asafigureofspeech,iswidelyusedinEnglishadvertisement
6、s.Theresearchonadvertisinglanguagehasalonghistoryandscholarsstudyitfromdifferentrespects.Atpresent,thestudyonitinvolvesmanydifferentfields,namely,semiotics,stylistics,semantics,pragmaticsandsoon.Studiesfromtheseapproacheshavetheirownadvantages,buttheydidn’tmuchrevealthecognitiveunderstandingmec
7、hanisms.Punhasalsobeenstudiedfromvariousangles.However,mostofthestudiesarelimitedtoitsdefinition,features,rhetoriceffectsandclassifications,orthecomparisonandtranslationbetweenEnglishandChinesepuns.Asforitsapplicationinthefieldofa
